Jemma Lester, founder and managing director of Luxury Marketing House, looks at why luxury brands are integrating collaboration into their DNA. The concept of collaboration in the world of luxury is far from new. Documented as early as the 1930s, when Italian designer Elsa Schiaparelli and Spanish Surrealist painter Salvador Dalí joined forces, luxury brands have long sought to reach wider audiences through joint ventures, creating co-branded products, services, and campaigns with the objective of mutual growth.

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