Collaborations have become such a widespread fashion marketing tactic in the last 20 years that some in style circles have dubbed the practice "the C word."
Luxury fashion labels have long sought to enhance their prestige with exclusive in-store experiences. Giorgio Armani's Ginza day spa, Bulgari's jewelry-boxlike chocolate store in Omotesando and Chanel's collaboration with restaurateur Alain Ducasse at its Ginza flagship are just a few recent examples in Tokyo.
Top brands have teamed up with manufacturers on everything from cars to mobile phones and architecture. The $2.6-million Bugatti Veyron FBG sports car by Hermes is one prominent example, while Prada worked with LG Electronics on a mobile phone, and New York's Plaza Hotel is getting into bed with Fendi Casa on the 24-story luxury Carlyle Residences in Los Angeles.