What is the significance of collaborations today

By 26 August 2015


NKLC core value is Collaboration.

As long as it is done with fundamental motive it works. Brands that do team up with an artist should ensure that values align and the occasion furthers some tangible agenda such as reaching a new audience.

The trend in cross-branding is also partly the result of fashion’s social media machine, brands are hungry for content and things to fuel social media feeds. Artist tie-ups give them something to talk about and gets them to tap into a new audience and is a brand- building exercise. These collaborations imbue the brands with a sense of heritage and cultural relevance. Art is still seen as an uncommercial world. It aligns brands with a higher commercial purpose.


NK Luxury Consultancy (NKLC) is a boutique consulting house based in Dubai Design District  dedicated to helping established, international, luxury lifestyle brands create presence in Dubai and GCC. NKLC advises companies on their long term brand strategy, developing near term tactical planning for execution across communications, products, and retail touch points. As part of our ongoing commitment to the industry, NKLC established a  mentorship program dedicated to supporting emerging brands grow from a product into a business. We work with emerging and established fashion and consumer luxury brands, designers, retailers, art associations and luxury associations.

To connect with Narimane Kurdi, Managing Director narimane@nkluxuryconsultancy.com

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