Artists, record labels and music festival organisers are collaborating with coveted labels to design better-quality, fashion-forward merch, sold at higher price points than before.

In partnership with Scott, Audemars Piguet is set to release a limited-edition version of its Royal Oak watch and a capsule collection of co-branded merchandise from the watchmaking house and Cactus Jack Records.

The value of hyped shoes on the aftermarket has fallen in recent months, raising questions about whether it’s a momentary stumble or a sign that the category is losing steam.

This week, everyone will be talking about Amazon Prime Day, the release of Dior’s long-delayed Travis Scott capsule collection and a new Victoria’s Secret documentary.

L’art de l’automobile’s new collaboration with Porsche, set to be unveiled at Dover Street Market this week, is the latest sign of the growing opportunity at the intersection of fashion and automobiles.

Fashion brands are eager to work with unlikely collaborators that help them expand their reach. But not all partnerships are created equal.

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

The market proved resilient through WHO warnings of a Covid spike in Europe, huge uncertainty over Brexit and the US elections, and the collapse of the sector’s biggest deal, as investors set their eyes on 2021.