What makes a great brand collaboration in the luxury wedding or hospitality industry?
Photo by Henry + Mac from a Bridal Fashion residency with Hannah Florman and Lesea Berry
There is an art to brand partnerships - in 2025, it relies on alignment and successful storytelling for a highly engaged community through omnichannel reach. In many cases, something shoppable will elevate this even further.
If you are a brand that wants to make an impression on a new audience through a brand partnership, you must recognize what you bring to the table. Beyond specialized skills or talent, what do you bring to the story being told? How can you support a (oftentimes) larger brand’s vision or mission? The idea is to collaborate to launch a collection, celebrate a milestone or big event gathering to tell a story together, and create an exclusive memory or item just for this one occasion.
Influencers may still hold power in the greater cultural ecosystem, but now brands are leaning into their value in new ways and creating shoppable products and unique experiences that will set the tone for the next few years.
A few examples? Loewe and Sothebys for a campaign that Jing Daily touted as the one collaboration marking the ‘future of brand partnerships.’ Loewe is a brand committed to the arts, and so presenting to Soethbys seemed like a natural fit to reach a global audience of sophisticated collectors. The brands teamed up for a special exhibition, featuring elevated live events and a livestream Auction (among other editorial and social promotions) on Sothebys, offering the opportunity to purchase a limited number of pieces created by the fashion house for this special release. This is the ‘omni-channel’ factor that is important to remember.
Bario Neal & The Rittenhouse Forge a Timeless Partnership: Photo by Constance Mensh
A year ago, our team embarked on a partnership between @The_Rittenhouse and our longtime client Bario Neal. The hospitality property has a vision to transform typical hotel merchandise into a coveted status symbol. @BarioNeal designed this bespoke 14k recycled gold and enamel locket with ethically sourced diamonds, intricate designs inspired by Rittenhouse Square’s iconic architecture, and a deep royal purple enamel that pays homage to the hotel’s signature color. To complement the launch of the locket, The Rittenhouse created a luxurious guest package including accommodations in a luxury suite, the customized locket, and round-trip transportation to Bario Neal for an exclusive design consultation. Guests will also enjoy a chef’s table experience at Lacroix, a Natura Bisse Diamond Treatment at the Spa & Club, and champagne and 24k gold-leafed macarons upon return to the hotel. The high-ticket offer was specifically geared towards distinguished clients who wanted a physical heirloom and experience that had significance in art, culture, and the craftsmanship of Philadelphia.
In true alignment with the brand's unified mission of honoring past, present, and future, this collaboration will help create lasting experiences for both partners.
And the result? Well, a story of significance. Featured in Modern Luxury (and more on the process here).
Overall, here’s the takeaway: brands are focusing on the relationship with the singular customer or client more than ever. They want to talk to the high-net-worth buyer, private clientele, and they design the perfect seat at the table just for them.