Your monthly Co.Labs Briefing is back to bring you a roundup of 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!
Maybelline New York launched the 'Only in Matte Ink' campaign featuring Rugby Olympian Ilona Maher alongside her sisters Olivia and Adrianna, and fellow Olympian Nicole Heavirland. The campaign showcased the Super Stay Matte Ink Longwear Liquid Lipstick in action, emphasising its waterproof properties, and resistance to smudging or transfer. Scenes in the campaign demonstrated the product's durability through everyday challenges such as eating snacks and post-game water showers.
La Roche-Posay commemorated its 50th anniversary by launching a light-hearted documentary-style campaign called 'Brand Name,' which starred celebrity stylist Law Roach. The campaign poked fun at decades of people mispronouncing its name, while using a mix of experts and creators including dermatologist Dr Chris Tomassian, chemist Javor Ford, linguist Pierre Crespéau and creators DeAndre Brown and Abbie Herbert to educate audiences about skin health, sun protection, linguistics and the brand’s identity. The campaign ran across La Roche-Posay’s US channels.
Apple Martin became the face of brand Self-Portrait, starring in a campaign built around candid selfes she photographed herself. She posted images of herself wearing a white tee with the Self-Portrait name and red shorts, announcing her new role via Instagram while the brand welcomed her into its 'family.' Self-Portrait emphasised its London founding, its focus on structure and materials, and its aim to ofer fashion at more accessible price points.
Dakota Fanning collaborated with Madewell on a small capsule collection that consisted of four pieces, combining her minimal, timeless style with the brand’s heritage essentials. The collection included a longline straight jean in a dark vintage wash and a basic crewneck T-shirt ofered in white, red, and a bold blue and white striped version. The pieces were designed to feel efortless, versatile and well-worn, with relaxed shapes and authentic washes.
Everlane appointed Icelandic singer Laufey as its inaugural celebrity ambassador for its autumn collection. The move marked a shift from the brand's previous stance against celebrity endorsements and aligned with new CEO Alfred Chang's strategy to revitalise the company's presence. Under Chang's leadership, Everlane aimed to combine its direct-to-consumer model with a focus on wider visibility. The partnership with Laufey formed part of a broader rebranding efort to re-establish Everlane's voice in the competitive fashion market.
Doja Cat was appointed as MAC Cosmetics' latest Global Ambassador. The announcement followed her appearance at the MTV Video Music Awards on 7 September, where she revealed a chocolate version of MAC's Lady Danger lipstick, created by master chocolatier Amaury Guichon. Doja Cat expressed her long-standing admiration for MAC, stating, “Make-up is my paint, my armour, my way of creating characters - and MAC has always stood for that kind of artistry and freedom.” The collaboration coincided with the upcoming release of her ffth studio album.
Olivia Jade Giannulli was featured in Good American’s Fall campaign, showcasing the brand’s seasonal staples. The collection, emphasised efortless, everyday dressing. Giannulli highlighted pieces like a $178 button-front knit cardigan, a $68 oversized cotton tee, a $139 jersey polo mini dress, and $188 leopard-print jeans. She described the collection as ofering comfort and confdence, allowing individuals to feel good without overthinking their wardrobe choices.
Actress Sara Waisglass led Aquaphor’s six-week back-to-school competition as the face of the ‘#MainCharacter’ campaign. A longtime fan of the brand, she shared that she keeps Aquaphor products in every corner of her apartment and uses them regularly in her daily routine. As part of the initiative she encouraged students to participate for a chance to win prizes on TikTok and Instagram. Waisglass explained that, as an actress, she often channels 'main character' energy on screen, making the campaign feel authentic to her personal experience.
Tower 28 and Poppi released a limited-edition Fizz + Frost Holiday Duo featuring a full-size GetSet Matte Powder Blush in Cranberry Fizz and ShineOn Lip Jelly in Cranberry Frost. Available exclusively on the Sephora App and Tower28Beauty.com for $26, the set combined Poppi’s cranberry-favoured essence with Tower 28’s popular makeup products, ofering a festive and playful twist for the holiday season. The duo was designed to provide a fresh, radiant look with a touch of holiday cheer.
J.Crew relaunched its roll-neck sweater, frst introduced in 1988, with updated fts, colours, and expanded options for men, women, kids, and pets. The campaign featured Benito Skinner, Molly Gordon, Maggie Rogers, Lukita Maxwell, Dominic Sessa, Rome Flynn, and Taylour Paige-Angulo, highlighting the sweater’s versatility and broad appeal.
Hollister and Crocs released their frst collaboration, the 'Dream Drop' collection, on September 9. The range included sherpa-lined Crocs Classic Unforgettable Clogs in 'Dusty Olive' and 'Pink Milk,' featuring camo prints, foral embroidery, and unique heel strap attachments. Matching feece sets reinforced a Y2K aesthetic with bow prints, forals, and utility details. The collection was available online through both Hollister and Crocs.
Miley Cyrus launched a remixed version of Maybelline New York’s “Maybe it’s Maybelline” slogan as the brand’s global spokesperson. She released a one-minute video on YouTube performing the reimagined jingle in a recording booth, which was accompanied by a behind-the-scenes video showing her creative process. The partnership marked the start of a long-term collaboration, with campaigns and product launches planned across television and social media.
Danessa Myricks partnered with Neutrogena to create three exclusive 'Get Glam Ready' skin prep kits, available at CVS. The kits featured Myricks’ favorite Neutrogena products, including the Hydro Boost Gel Cream, Hydro Boost Hydrating Sheet Masks, Hydro Boost Lip Oil, and Makeup Remover Cleansing Wipes. Myricks, a professional makeup artist known for her artistry and inclusivity, aimed to make quality skin prep accessible to all consumers, refecting her belief that skin-frst beauty is essential for achieving fawless makeup looks.
Nike and Jacquemus launched a new Moon Shoe campaign featuring ‘Monsters’ actor Nicholas Alexander Chavez in a bold, shirtless video. The flm, directed by Oliver Hadlee Pearch, opened with Chavez walking into a dance studio, discarding his jacket, then stripping of his shirt as he danced. Designer Simon Porte Jacquemus said Chavez embodied the fusion of sport, sensuality and timeless appeal. Social media users reacted enthusiastically, fooding comment threads with admiration for the visuals - some admitted they barely noticed the shoes.
A week after her US Open victory, tennis star Coco Gauf hosted a tennis-themed New York Fashion Week event to unveil her curated Miu Miu Select collection. Held at Miu Miu’s 57th Street fagship, the event featured a grass-like turf court and showcased Gauf’s picks from the Fall collection, blending sporty and everyday fashion staples. Notably, she emphasised comfort over style by excluding high heels from her selection, calling them her “Kryptonite.” Instead, she wore Miu Miu x New Balance sneakers to enjoy the party.
Nike and Skims debuted their frst athleisure collaboration with a campaign called ‘Bodies at Work,’ highlighting more than 50 athletes and infuencers, including Serena Williams, Sha’Carri Richardson, and Kim Kardashian. The collection combined Nike’s performancefocused expertise with Skims’ inclusive approach to ft and comfort, ofering a range of pieces designed to move with and support women’s bodies throughout their day.
Sam Edelman debuted its frst fragrance, Duet Eau de Parfum, in collaboration with Parlux Ltd., featuring singer and actress Charlotte Lawrence as the global brand ambassador. The fragrance, inspired by the enduring partnership of founders Sam and Libby Edelman, combines notes of mandarin, fg, coconut water, gardenia, and cedarwood. The campaign, photographed by Libby Edelman, features Lawrence's track 'Ballerina' and was unveiled at a rooftop launch event at The Bowery Hotel in New York City. Duet Eau de Parfum was made available at select Nordstrom stores, Sam Edelman's website, Macy’s.
The Mayfair Group's Mayfair U partnered with Olympic soccer star Naomi Girma to release the 'Be the Good' apparel collection, promoting mental health awareness. The line features inclusive, versatile pieces designed to support emotional well-being. Proceeds from the collection beneft the Mayfair Group's mental health programs, aiming to provide free access to mental health services. Girma, known for her advocacy and leadership on and of the feld, models the collection, emphasising the importance of self-care and community support.
BELLAMI, the leading hair extension brand, unveiled its 'Be Full of Yourself' campaign, led by new global ambassador Jen Atkin. The initiative aims to challenge traditional perceptions of hair extensions by celebrating them as an essential part of personal beauty routines. Atkin, renowned celebrity hairstylist and founder of OUAI and Mane, emphasises that extensions should refect individuality and confdence, not just serve as a beauty accessory. The campaign introduces two professional-grade products: the Tape-In Deluxe and Tape-In Express Weft, designed to ofer stylists customisable options for seamless results.
LoveShackFancy debuted its frst gourmand fragrance, Secret Crush, a vanilla-based scent with notes of coconut and caramel. To promote the launch, the brand partnered with Tinder to create an immersive pop-up experience in New York. The three-day event featured vanilla-infused treats, champagne-inspired decor, and interactive elements designed to bring the fragrance to life. Additionally, a limited-edition capsule collection, including apparel and accessories, was released in conjunction with the fragrance.
Sabrina Ionescu, WNBA All-Star and New York Liberty guard, entered a multi-year partnership with travel brand Away, marking the frst collaboration between a WNBA athlete and a luggage company. As part of the collaboration, Ionescu and Away planned to launch a limited-edition collection in 2026, reimagining Away's iconic luggage silhouettes through Ionescu's perspective. They also aimed to partner on community impact initiatives through Ionescu's SI20 Foundation to support young athletes.
Dua Lipa showcased the brand new iPhone 17 Pro in 'Shot on iPhone' campaign which coincided with the product launch
Apple partnered with Dua Lipa to highlight the capabilities of the iPhone 17 Pro and iPhone Air during her 'Radical Optimism' tour. The collaboration marked the frst time Apple featured two products in a single 'Shot on iPhone' campaign. Footage captured at two Chicago tour stops ofered fans an exclusive behind-the-scenes look at Lipa's performances, from soundcheck to encore. The campaign utilised the advanced camera features of the iPhone 17 Pro and iPhone Air to provide unique perspectives of the concert experience.
Arrae partnered with Pamela Anderson as the face of its new supplement MB-1 45+, which targeted support for women in perimenopause, menopause and midlife. Anderson had tested the product before launch and expressed alignment with its mission. Arrae claimed the formula blended eight clinically studied ingredients aimed at balancing hormones, stabilising energy and reducing symptoms like cravings, fatigue and night sweats. The brand rolled out a bold campaign in New York City, transforming the Prince Street subway station with imagery of Anderson.
On September 4, the Spice Girls partnered with England's women's rugby team, the Red Roses, to release a collaborative collection ahead of the Rugby World Cup. The range featured fan jerseys, bomber jackets, track jackets, hoodies, T-shirts, accessories, and a limited-edition co-branded rugby ball, all designed with bold red accents. The collection aimed to celebrate girl power and support the growing visibility of women's rugby. Red Roses captain Zoe Aldcroft expressed enthusiasm about the partnership, highlighting shared values of dedication and perseverance. The Spice Girls echoed this sentiment, encouraging fans to cheer on the team during the World Cup.
Snif partnered with Levain Bakery to create the 'Mornings at Levain' candle, capturing the scent of their iconic Chocolate Chip Walnut Cookie. Snif extracted a distillate directly from the cookies, blending it with notes of sea salt, cocoa, chopped walnuts, and creamy musk. The candle was made available in 8.5 oz and 50 oz sizes, and ofered up to 200 hours of burn time.
Clove partnered with Land O’Lakes butter launched a limitededition line of butter-yellow sneakers inspired by the classic Land O’Lakes butter aesthetic. As part of the initiative, Land O’Lakes donated $15,000 worth of butter, while Clove pledged 88 pairs of the sneakers to Philabundance - a Philadelphia food bank.
The sneakers became available on September 16 through Clove’s website. Land O’Lakes also sponsored a community event with CityGirlsWhoWalk on October 11 where attendees could enjoy baked goods made with their butter, receive branded merchandise, and engage in a social walk.
Avril Lavigne teamed with Banshee Wines to release a limitededition Pinot Noir called Complicated. The drop paid homage to her 2002 hit of the same name and followed a two-year backstage partnership with Banshee on her Greatest Hits Tour. Priced at $30, the wine sold exclusively via the Banshee website. The collaboration also included 50 'Sip and Spin' kits pairing the wine with a vinyl copy of her Let Go album and a record player. In support of women in music, Banshee donated $10,000 to the She Is the Music organisation.
Simon Porte Jacquemus collaborated with Veuve Clicquot to redesign the bottle of La Grande Dame 2018, merging the fashion house’s design codes with the champagne brand’s heritage. He wrapped the bottle in raw linen draped, added a yellow label with sun-rays and uneven edges, and introduced a limited-edition wine cooler crafted by a Paris metalsmith. Only 50 of the special champagne service pieces were produced, each including vintages 1990, 2012 and 2018. The collaboration launched in the UK on 10 September.
Van Leeuwen collaborated with Carnival Cruise Line to release a limited-edition ice cream inspired by the scent of sunscreen. The favour combined vanilla, coconut, cocoa butter, and salt to evoke a summer experience. The release was part of a consumer test, with the brands using social media to measure interest and feedback. The ice cream was produced in small quantities and was not yet widely available for purchase.
Sweetgreen introduced its fall seasonal menu on September 9, featuring new ingredients such as roasted tomatoes and garlic breadcrumbs, alongside the return of maple-glazed Brussels sprouts. To promote the launch, the brand partnered with Nic Vansteenberghe from Love Island USA Season 7, who appeared in a farmer-inspired campaign. As part of the collaboration, Sweetgreen released a limited-edition 'Grown Good' hat, with all proceeds benefting the Diabetes Research Institute Foundation. The new menu was available at Sweetgreen locations nationwide and through the Sweetgreen app.
Milk Makeup enlisted musician St. Vincent to front its 'Live Your Look' campaign for the fall season. The collaboration highlighted the brand's commitment to self-expression and creative energy, aligning with St. Vincent's versatile and expressive artistry. A 26-second promotional video featured St. Vincent applying Milk Makeup products to create a stand-out look. The partnership re-emphasised Milk Makeup's longstanding connection to music and creative expression, dating back to the founding of Milk Studios nearly 30 years ago.
Ear piercing brand Studs partnered with dumpling restaurant Din Tai Fung to release a limited-edition Dim Sum Collection in solid 14K gold. The collection featured Xiao Long Bao Flatback Studs ($80), Steamed Dumpling Flatback Studs ($40), Chopsticks Flatback ($40), and Black Vinegar Flatback ($40). The range, inspired by Din Tai Fung’s signature dishes, launched on September 9 via studs.com and select Studs studios.
IHG Hotels & Resorts announced a collaboration between its loyalty programme, IHG One Rewards, and China’s King Pro League (KPL). As of September 1, members in Greater China could redeem points for KPL match tickets and exclusive fan packages. The move was driven by IHG’s desire to integrate esports culture into travel and lifestyle benefts, aligning with younger consumers’ interests. The partnership sought to enrich the loyalty programme with experiential rewards beyond hotel stays.
American Airlines and Porter Airlines began a codeshare agreement in September. The deal allowed both airlines to sell seats on each other’s fights, giving passengers easier booking options and more routes between Canada and the United States. The partnership expanded travel choices across major U.S. hubs and Canadian cities.
Alexandra Pauly, former beauty editor, founded a luxury pet care brand called Biche which she built via friends-and-family fundingbefore securing a pre-seed investment round.
Biche developed two products - a dog shampoo called Cloud Cleanser and a fur conditioner named Après Oil. Each product was infused with fragrance created in partnership with Swiss fragrance house Givaudan and perfumer Carlos Huber. Pricing for each item was set between $50-70, and the products were stated to be launched direct-to-consumer in 2026.
Influencer Melissa’s Wardrobe has disrupted the laundry detergent market with the launch of her new brand Le Luxe
Celebrity stylist and infuencer Melissa’s Wardrobe introduced Le Luxe, a new line of luxury scented laundry products. Known for styling artists such as Stormzy and collaborating with brands including Marks & Spencer and Blank Street, she expanded into consumer goods with fragrances designed to bring a premium touch to everyday fabric care.
