Why Denim Collaborations Are on the rise and how it benefits brands

Since Levi’s invented denim in the 1800s, jeans have been a staple in American workwear and still stand today in contemporary fashion. From skinny leg to barrel jeans, the trends in silhouettes and washes keep customers coming back for more.

In recent years, various brands are collaborating together to form one-of-a-kind denim inspired collections. Collaborations are a perfect way to reach new audiences especially Gen Z and millennial consumers. Research by the ADM group shows that 60% of consumers have bought a limited edition item. 

With collaborations on the rise, is there a reason for the sudden craze to work with denim brands? Across various social media platforms this year, denim seems to be all the hype.

This year is the year of denim collaborations. This month, Cult Gaia launched a holiday capsule merging its signature artful designs with Gap’s classic, laid-back American aesthetic. Savage x Fenty recently released a lingerie collection with Diesel, inspired by the Italian label’s edgy denim. This month, Levi’s teased an upcoming denim capsule with Beyonce.

According to Instagram account, @databutmakeitfashion, trends are showing denim has increased in popularity since artists and celebrities have been embracing the fabric through their music and campaigns. 

In August, Gap released their Get Loose campaign featuring singer Troye Sivan on TikTok and its audience resonated remarkably with the ad. On X, may users admit their obsession to the ad, admitting the choreography mixed with the music left a lasting impression. Many users on Tiktok have started the trend to dance to the audio following the artist’s choreograhpy. 

Many audiences respond well to denim ads with music because denim and music have a long history. During the 1950s, many young teenagers embraced denim jeans to embody the “Elvis” look. The relationship between the Sex Pistols and Vivienne Westwood brought the Punk Movement. And who could forget the low-rise trend of the 90s worn by pop Stars Britney Spears and Christina Aguilera?

Denim has been a symbol in fashion for years. For many people, denim stands for youth and rebellion against societal norms. Customizing jeans through patches and distressing has been a way for individuals to express their identity. 

Another good reason for a brand to expand into denim is because of its adaptability and comfort. It can be dressed up or down, suitable to casual wear or a night out. Made of natural fibers and the right amount of stretch, denim is generally easy to wear, adding to its practicality. Adding a denim line would not only inspire customers to shop the collection, but encourage them to try it with the brand’s existing pieces due to its versatility.

If there was a time for a brand to launch a denim collaboration, the time would be now. From attending music festivals to wearing an inspired look from their favorite artist, young customers are looking to add denim to their wardrobes. Edgy, modern or cool, nothing beats the comfort than a good pair of jeans.

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