The Co.Labs Briefing
December 2025 - January 2026
Your monthly Co.Labs Briefing is back to bring you a roundup of creator collabs & partnership highlights.
You’ll find stories across culture including:
- Luxury, Fashion and Beauty - Tech, Sport and Lifestyle - Food + Beverage - Influencer and Talent News
We hope you enjoy!
Louis Vuitton appointed American rapper Future as its newest brand ambassador, designating him a ‘Friend of the House’ under men’s creative director Pharrell Williams. Future had already previously appeared in custom Louis Vuitton looks at high-profile events and front-row shows. As a Friend of the House, Future is now positioned to feature across more runway moments, appearances and creative initiatives.
NARS Cosmetics named American model and actress Kaia Gerber as its new global brand ambassador, formalising her partnership with the brand ahead of the launch of the Afterglow Lip Balm campaign.
Gerber’s first campaign for the brand was photographed by NARS founder and creative director François Nars and marked her debut in a global campaign for the product, due to launch in January 2026. The partnership built on her longstanding organic relationship with the brand.
YSL Beauty partnered with model Alex Consani to front the campaign for its new Lash Latex Mascara, which was made available in late December and early January. The campaign featured Consani in visuals highlighting the mascara’s lengthening and sculpting effects, with the brand describing her modern confidence and bold individuality as fitting the Lash Latex aesthetic.
French outdoor sports brand Salomon and American clothing label Carhartt reunited for their second footwear collaboration, reimagining Salomon’s X-ALP silhouette into a rugged sneaker that blended performance and utilitarian design. The shoe featured a predominantly black mixed-material upper with leather and synthetic overlays.
The campaign imagery was directed by Bailey Marklew and emphasised the fusion of outdoor functionality with workwear heritage. The Carhartt WIP x Salomon X-ALP dropped on 18 December 2025, available online and through select retailers at a retail price around $200.
Peachy Den unveiled its Fall/Winter 2025 campaign starring model and brand founder Mia Khalifa as the face of the season. The launch showcased the label’s new collection, which blended animal prints, sharp tailoring, faux-fur pieces and classic streetwear codes such as two-piece sets, double denim and wideleg trousers.
The campaign was shot by Ilya Lipkin with styling by Clare Byrne and was inspired by the carefree, irreverent spirit and glamour of 1970s London. Mia Khalifa was positioned as a modern muse for the brand’s contemporary take on sensual, urban fashion, reinforcing Peachy Den’s aesthetic ahead of the festive season.
Irish beer brand Guinness partnered with London lifestyle label Lazy Oaf to release a limited-edition streetwear collection. The capsule included around 25 items such as knitwear, jackets, Tshirts and accessories inspired by Guinness historic brewery workwear, marking the first fashion collaboration available at Guinness’s new Open Gate Brewery London retail space. The collection was timed to celebrate the opening of Guinness’s Covent Garden venue and aimed to blend streetwear trends with the stout brand’s heritage.
eBay launched its “Built to Spec” series with a collaboration featuring comedian Pete Davidson. Davidson worked with the brand to design a custom minivan using vehicles, parts and accessories from the marketplace. The comedian created a oneof-a-kind Honda Odyssey build focused on comfort and everyday practicality as he prepared for fatherhood, with work by builder Tony Angelo and the Stay Tuned crew.
eBay and Davidson also auctioned a second fully-loaded van inspired by the project, with 100% of proceeds going to Answer the Call, a nonprofit supporting families of fallen New York City first responders.
Apple Music presented Fred again’s full Dublin DJ set from his USB002 tour, as part of its special New Year’s Eve Apple Music Live programming. The three-hour performance was made available on demand for subscribers from 31 December, with a free video stream via the Apple Music app and live play on Apple Music Club radio.
The broadcast was paired with a 24-hour Apple Music Club radio DJ mix takeover featuring sets from a range of dance and electronic artists to close out the year.
Zoom unveiled a refreshed brand campaign called Zoom Ahead that was developed with Colin Jost’s No Notes Productions and featured Saturday Night Live cast members, including Bowen Yang.
The campaign’s main ad, I Use Zoom!, was created to position Zoom as an AI-first workplace platform rather than just a meetings tool. Bowen Yang was depicted as an overbearing IT manager who forced employees to adopt a clunky and overcomplicated technology solution. Employees pushed back, rejecting the system and declaring their preference for Zoom and its more user-friendly platform.
The fashion platform Systemarosa opened a pop-up exhibition titled “DAUGHTERS” in Paris that celebrated the cultural evolution of women’s football through fashion and art. The show brought together seven European female artists including; Alina Akbar and Nicole Chui, whose work explored football from diverse perspectives via multimedia, reworked jerseys, scarves, paintings and film.
Curated by founders Naomi Accardi and Sam Herzog, the exhibition aimed to reflect women’s lived experiences within the sport and was on display at Galerie Joseph in early December.
Kim Kardashian was added as a playable character in Epic Games’ Fortnite Icon Series, marking her debut in the game’s celebrity skin lineup. The collaboration released on 13 December 2025 and included multiple in-game cosmetics based on Kardashian’s fashion and SKIMS brand, such as a fur coat look, a leather catsuit and a bodysuit from SKIMS. The bundle also featured additional items including an emote referencing her 2014 Paper Magazine cover. The Icon Series addition positioned Kardashian alongside other high-profile figures who have appeared in Fortnite.
Non-alcoholic sparkling wine brand Beau Viva partnered with music curation specialist Playlister to launch a bespoke festive playlist. The collaboration was launched a bid to support seasonal marketing activity and provided curated music content intended for use across brand channels and consumer touchpoints during the festive period.
Munich-based brewery Paulaner signed a long-term supplier agreement with the future Audi Formula 1 team ahead of its planned 2026 entry onto the F1 grid.
Under the deal, Paulaner was named an official supplier and its non-alcoholic Paulaner 0.0% wheat beer was set to be promoted across team activities and fan-facing events, reflecting a focus on responsible celebration and broad global fan engagement. The partnership marked Paulaner’s first major involvement in Formula 1 and aimed to introduce the brand to a new, international motorsport audience.
McLaren Vale winery Wirra Wirra announced a distribution partnership with Chinese importer Pran Wines to support its expansion in the Chinese market. The deal was designed to increase Wirra Wirra’s presence in both on-premise venues and ecommerce channels across China, with Pran Wines handling distribution and trade engagement locally. The collaboration was aimed at strengthening the Australian brand’s reach among Chinese consumers and trade partners following renewed export opportunities into the market.
Riyadh Air signed a memorandum of understanding with Huawei to support the development of its digital travel ecosystem as it prepared for global launch. The partnership covered cloud computing, artificial intelligence and integrated digital platforms to enhance passenger discovery, booking and engagement. The collaboration initially focused on China and other priority international markets, with plans to expand across areas including marketing, loyalty and broader digital services.
Dive travel specialist Diveplanit Travel partnered with Tourism & Events Queensland to showcase the Great Barrier Reef at the DEMA Show 2025, a major dive industry expo in Orlando, Florida. The collaboration featured two Master Reef Guides who delivered seminars on reef locations and health to international attendees.
The partnership generated significant interest in Australian dive travel, with more than 100 visitors engaging at the Diveplanit booth. Diveplanit also promoted special group offers, competitions and extended destination packages as part of its presence at the event.
The Confederation of African Football (CAF) signed several travelrelated partnerships as Morocco prepared to host the Africa Cup of Nations (AFCON) 2025.
Royal Air Maroc, Morocco’s national airline, was appointed an official global partner, gaining category exclusivity in aviation, extensive branding rights and responsibilities for key travel logistics for teams, officials and delegations across CAF competitions.
Morocco’s national railway operator, ONCF, was appointed to provide dedicated tournament-branded trains, increased service frequency, discounted fares and shuttle connections to stadiums. The deals were part of CAF’s broader strategy to support fan experience and operational delivery of its flagship tournaments in Morocco.
Influencer Halley Kate unveiled a new lifestyle and accessories brand called Bar Dog, positioning the business around pet-centric products including hats and dog collars. She publicly announced the forthcoming launch via social channels in late 2025 and early 2026, with products set to become available in January 2026. The brand was presented as inspired by her love for dogs and aimed to offer animal-related accessories under the Bar Dog name.
Fragrance and lifestyle brand FORVR Mood founded by influencer Jackie Aina FORVR Mood collaborated on a limited-edition 2025 holiday collection. The partnership centred on a 12-day advent calendar that combined Vaseline skincare products with FORVR Mood candles and perfumes. The collection focused on “soft skin” essentials and included embellished Vaseline jars, cocoa radiant gel oil and scented lip therapies in flavours such as marshmallow kiss and pomegranate spritz.
January 2026
Coach partnered with video game company EA, to launch a virtual collection inside The Sims 4 game that went live on 13 January 2026. The collaboration introduced nine Coach items into the game, including ready-to-wear pieces, footwear and accessories, allowing players to style their Sims with a range of looks.
Signature products such as the Tabby and Brooklyn bags were also reimagined within the game and a Coach Trunk heirloom unlocked pre-styled outfits. The drop was made freely available to all players without requiring any paid expansion packs, and aimed to extend Coach’s focus on creativity and connection with younger audiences through gaming.
Miss Sixty released its Spring/Summer 2026 campaign featuring Bella Hadid, photographed by Gabriel Moses. The campaign presented Hadid as a contemporary interpretation of Marie Antoinette, showcasing the SS26 collection with a mix of romantic and grunge-inspired pieces, including low-waisted distressed denim and pink leathers.
Beams and New Balance unveiled their first-ever collaboration, the ‘Made in USA’ line, a premium apparel and merchandise range manufactured in the United States as part of the iconic New Balance heritage series. The collection paid homage to classic silhouettes such as the 990 and 1300 through their specific design elements which were incorporated into clothing, marking a new phase in the brands’ partnership with apparel rather than footwear at its core. The Beams x New Balance Made in USA pieces were made available to buy from 9 January 2026.
Pandora rolled out a new campaign for its Mini Charms collection featuring global girl group KATSEYE as the faces of the launch. The campaign showcased the tiny, mixable charms styled in ways that reflected each group member’s personal taste and emphasised the collection’s focus on customisation and layering. The collaboration aimed to elevate the jewellery’s appeal by linking it with the group’s identity and style, positioning the Mini Charms as expressive accessories for fans to personalise across bracelets, necklaces and earrings.
Victoria’s Secret launched its 2026 Valentine’s Day campaign titled A Very VS Valentine’s, starring model and entrepreneur Hailey Bieber as the campaign’s lead face alongside fellow models including Isabeli Fontana, Maty Fall Diba and Alexis Carrington.
Bieber appeared across imagery showcasing the brand’s romantic collection, which ranged from lingerie to sleepwear and cosy pieces styled for a range of Valentine’s occasions. The creative direction referenced the brand’s heritage by nodding to an early-2000s iconic campaign through styling and visual callbacks, blending nostalgia with contemporary looks. The collection was released in early January, with lingerie and related items made available for purchase online and at select stores.
Fenty Beauty appointed Song Yuqi, member of K-pop group i-dle, as its newest brand ambassador in January 2026. The announcement was made via the group’s official social channels and accompanied by promotional imagery of Yuqi modelling Fenty products. The partnership saw Yuqi feature in campaign imagery for the brand, following her growing presence across music, fashion and beauty. The collaboration was intended to expand Fenty Beauty’s connection with fans worldwide through Yuqi’s media presence and cross-cultural influence.
Skincare brand Topicals released a limited-edition collaboration with streetwear label Billionaire Boys Club, launching its Faded Under Eye Masks in BBC’s signature space blue with the brand’s spaceman logo.
The partnership united Topicals’ cult-favourite brightening, depuffing under-eye product with BBC’s cultural aesthetic, aiming to blend beauty and fashion communities. The BBC x Topicals Faded Under Eye Masks were made available for purchase on Topicals’ website from 18 December.
Venezia FC announced a partnership with Nike Vision, naming the eyewear and lifestyle brand as an official partner of the club. The deal was positioned as an extension of the club’s shift in kit culture and broader fashion focus after previously aligning with Drake’s NOCTA label, and was expected to involve collaborations on offpitch lifestyle and accessory products.
Optical retailer Vision Express appointed television presenter Emma Willis as its new brand ambassador for the Step Out With Confidence campaign. The partnership was centred on promoting the importance of clear vision and regular eye tests, as well as the role eyewear can play in boosting confidence in everyday life.
Willis, a long-time glasses wearer, featured in campaign content and spoke about how the right eyewear and eye care had supported her own confidence and wellbeing. As part of the role, she was set to help highlight both practical eye health advice and the emotional impact of eyewear style choices.
Singer-songwriter Charlie Puth revealed dates for his 2026 world tour through a series of short announcement videos featuring comedians Benito Skinner and Mary Beth Barone. The duo appeared alongside Puth to introduce tour dates in a playful, scripted format that was shared across social platforms. The use of recognisable comedy talent formed part of the tour’s rollout strategy, helping drive attention and engagement ahead of ticket sales.
The world tour was set to support his forthcoming album with headline dates across North America, Europe and the UK, and included support from artists Daniel Seavey, Lawrence and Ally Salort on various shows.
NikeSKIMS released its Spring 2026 ballet-inspired activewear collection, featuring BLACKPINK’s Lisa as the face of the campaign alongside co-founder Kim Kardashian.
The range took cues from balletcore trends with pieces such as wrap skirts, sculpting leggings, leg warmers and modular staples in a palette of ballerina pink, black, grey and brown. The drop also followed the earlier launch of the Mesh Rift in satin pink with mesh inserts, marking NikeSKIMS’ first full head-to-toe offering. The collection was made available from 5 February online via Nike and SKIMS and at selected retail partners.
Bloom Nutrition named Olympic figure skater Amber Glenn as its first-ever athlete partner ahead of the 2026 Winter Olympics. The three-time US national champion was showcased in a campaign promoting Bloom’s products, including its Glacier Crush Sparkling Energy drink.
The brand positioned the partnership to highlight performance, energy and support for athletic goals, aligning its products with Glenn’s training and competition preparation. The collaboration marked Bloom’s first formal athlete endorsement as it geared up for the Olympics season.
AB InBev was appointed as the exclusive beer and cider partner for Live Nation in the United Kingdom, in a deal covering more than 20 major festivals, indoor venues and outdoor shows nationwide. Under the partnership, AB InBev’s brands including; Budweiser, Corona, Stella Artois and San Miguel, were featured across events such as Reading & Leeds Festival and TRNSMT, as well as at Live Nation-operated venues including O2 Academy Brixton.
The agreement included collaboration on strategy, creative activations and fan engagement to integrate beer and cider into live music experiences for attendees of legal drinking age.
Tanqueray appointed actress Sarah Jessica Parker as its global ambassador, launching a worldwide campaign titled ‘There’s an N and an O in every ICON.’ The partnership was designed to elevate the premium gin brand’s global profile across key markets including the UK, US, Brazil, China, India and Italy.
The campaign narrative emphasised craftsmanship and persistence, drawing on the brand’s history of experimentation and promoting the idea that refusals can lead to iconic achievements. Parker was positioned as the first cultural voice in a series of global collaborations intended to reinforce Tanqueray’s contemporary relevance and heritage in gin.
American Airlines partnered with award-winning Texas barbecue restaurant Pecan Lodge to serve Texas-style barbecue aboard select flights from Dallas Fort Worth International Airport to New York’s LaGuardia and John F. Kennedy airports.
In February, First Class passengers can preorder a barbecue platter with smoked brisket, smoked sausage, mac and cheese and coleslaw, and in March the airline offered a chopped brisket brioche sandwich with sides, all available for preorder via American’s website or mobile app. The collaboration marked the first time Pecan Lodge cuisine was offered in the air and formed part of American’s customer experience initiatives.
IHG Hotels & Resorts, as the official hotel partner of the Guinness Six Nations Rugby tournament for the third consecutive year, introduced a new Fancierge service designed to help travelling supporters get more out of match weekends.
Rugby legend Joe Marler was appointed as the first ever Fancierge, testing and curating local experiences in host cities across Europe, the UK and Ireland that extended fan trips beyond just game day. Marler’s role involved trying out activities such as local tours and cultural experiences, with selected experiences made available for fans to book throughout the championships.
AirAsia entered a partnership with HYROX Asia Pacific, becoming the official airline partner to support over 250,000 athletes across more than 15 cities. The collaboration included exclusive travel perks such as a 10% discount on flights for registered race participants, the rollout of co-branded aircraft livery and community-focused activations with HYROX Training Club gyms in key markets.
AirAsia was confirmed as title sponsor for several flagship HYROX races in cities including Jakarta, Kuala Lumpur and Osaka, aiming to make fitness travel more accessible and to integrate travel and sport experiences across the region.
The Bahamas Ministry of Tourism, Investments & Aviation celebrated its ongoing partnership with the University of Miami Hurricanes, positioning the destination as the official partner to boost sports tourism and fan engagement in 2026.
The collaboration highlighted the Hurricanes’ successful 2025 College Football Playoff run and aimed to attract travelling supporters by aligning the islands with sporting and leisure experiences. It formed part of The Bahamas’ broader strategy to connect sports, culture and tourism, promoting the country’s appeal to visitors seeking both athletic events and tropical holidays.
Lemme, the wellness supplement brand founded by Kourtney Kardashian Barker, launched a new creatine-based gummy, marketed as a chewable body-toning and energy supplement. The product release was supported by a campaign featuring Kardashian Barker alongside her mother Kris Jenner, tying the launch to New Year wellness goals and positioning creatine which is traditionally associated with gym use as accessible for broader health and everyday strength purposes.
Rare Beauty, the beauty brand founded by Selena Gomez, partnered with lifestyle creator and photographer Tezza Barton to support the launch of its Warm Wishes Soft Matte Powder Bronzer and matching angled brush. The collaboration included a bespoke Tezza ‘Rare’ Filter on the Tezza app, designed to reflect the bronzed finish of the new product in digital content. Selena Gomez appeared alongside Tezza at a launch event in Los Angeles ahead of the product’s release in January.
