Lindt & Sprüngli fashion collaboration overview
- Lindt partnered with Joe Ando to create confectionery-inspired dresses
- Designs reflect Tokyo Style Matcha Strawberry Chocolate flavour profiles
- Dresses feature at a dedicated Lindt pop-up in New York
- Collaboration marketing helps confectionery brands generate consumer excitement
- Fashion partnerships signal growing demand for immersive brand experiences
Lindt & Sprüngli has joined the collaboration craze sweeping confectionery, and it’s doing it in style.
The confectionery giant has teamed up with fashion designer, Joe Ando to create three custom dresses, inspired by the newly-launched Tokyo Style Matcha Strawberry Chocolate.
Known for his sculptural, avant-garde designs, Ando translated the confection’s visual and flavour cues into wearable pieces, drawing inspiration from the vibrant pink strawberry and rich green matcha.
The dresses will be on display at the Lindt x Joe Ando Matcha Strawberry Pop-up at the Lindt Chocolate Shop in Midtown New York.
Age of collaboration
The partnership is the latest in a wave of experiential collaborations that includes Ferrero and FIFA, KitKat and Formula 1, M&M’s and Love Island, and Cadbury and the Premier League.
Plus, there are the brand collaborations including Reese’s and Oreo, Aero and Milkybar, Flipz and Dunkin’, and Ritter Sport and Haribo.
It’s safe to say confectionery can’t get enough of collabs, and the trend shows no signs of slowing. Why? Because they generate buzz, tap into adjacent consumer passions and create social media-friendly content.
Whether it’s sport, entertainment, fashion or even rival confectionery brands coming together, collaborations are increasingly being used to cut through a crowded marketplace and deliver a sense of novelty.
And, as confectionery brands continue to compete for attention, we have no doubt we’ll see many more.
