Every collaboration teaches people something about your brand. The question is... Is it teaching what you intended? Because people don’t just see who you chose. They learn who your brand is. That’s why we found the collaboration between Miu Miu and Coco Gauff so interesting. Most people assume she was chosen because she’s one of the world’s best tennis players. We think that’s only part of the story. Strong brands rarely choose collaborators based on achievements alone. They choose people who naturally embody the world they’ve already built. Because every collaboration reinforces an identity. It tells people what your brand stands for. And, more importantly... Who it invites them to become. That’s why the best collaborations don’t borrow relevance. They reinforce identity. The right collaboration doesn’t make a brand bigger. It makes its invitation clearer. And the clearer the invitation... the easier it becomes to recognise, remember, and choose. If you’re choosing your n...