Ayzenberg’s Ashley Otah returns this week with the latest trends focused on collaborations and partnerships.

Morgan Stanley x Rebecca Minkoff

Morgan Stanley is no longer just a financial expert: they’re a fashion expert too. Their investment firm is now collaborating with fashion designer Rebecca Minkoff on a luxury women’s banker bag. A Wall Street status symbol since the ’70s, the bag is taking on new life as a symbol of gender diversity in the workplace. In addition, other brands are also looking to diversify their appeal as they branch out into new industries to engage with wider audiences. Understanding unique and necessary consumer needs—paired with the help of working alongside adjacent industries—can build brand awareness and loyalty.

Shake Shack x Hot Ones

Shake Shack announced that it is trying its hand (or at least, its tongue) at competing in the spicy food game. The burger joint is partnering with “Hot Ones,” a YouTube show produced by First We Feast, where guests are interviewed while they eat spicy chicken wings. Known for fun partnerships, such as its one-day collabs that support charity, the brand is no stranger to shaking things up. Diversifying offerings, even for a short while, can solidify brands as significant players in the game. In addition, rewarding fans for being early adopters or loyal followers is a surefire way to boost brand affinity and keep audiences coming back for more.

UPS x Awake NY

UPS and Awake NY launched their one-of-a-kind design collaboration at New York Fashion Week, created by Angelo Baque. The limited-edition collection celebrates the Latinx community by supporting small businesses and aspiring designers. The unique partnership also included a pop-up fashion bodega store for Hispanic Heritage Month, from which all proceeds and $50,000 in grants will go to the next generation of Latinx designers. The fun and fresh collab was a new spin on an old favorite for a good cause.