Voices
Fil Rouge Vol. 5: Collaborations 
When creative universes come together, magic happens. By joining forces with fellow brands, retailers, artists, and creatives, brands are able to reimagine and rethink their designs. Offering a new perspective of their own universe or empowering them to test a new product category, collaborations provide unique opportunities for all involved.
We could think of no better finale for our Fil Rouge series celebrating our seasonal theme, “Made With Love”, than to focus on collaborations. The concept of the Fil Rouge is all about community and the common thread that ties us together, so it’s only natural that collaborations are part of it.
These 9 brands have worked in partnership with others to create exclusive products or capsule collections. From artists to illustrators, fellow brands to retailers, these brands have found that working together is much stronger than always creating alone. Join us as we explore the collaborations they’ve done, what they brought to their business, how they choose who to work with, and future partnerships to look forward to.
Founded over 20 years ago to bring joyful, durable clothing to the children’s market, the French brand Arsène et les Pipelettes is no stranger to working with others. “Collaborations are part of our DNA. They allow us to create bonds, tell stories together, and design projects that simply feel good,” the brand’s founder, Chloé, told us.
Having worked mainly with fellow brands, Chloé loves when two labels come together to create a common language while maintaining their own identity. “Creating together is a way to share values. We can blend two worlds into one coherent story and offer something unexpected but natural,” she explained. When she joins forces with others, Chloé is trying to create meaningful projects that feel honest and joyful. For her, a good collaboration should make sense instructively, feeling obvious but not forced.
When it comes to working together, Chloé finds that communication, listening, and flexibility are key. Even when teams are based in other countries, she finds it simple to organize with others by having regular exchanges, shared moodboards, and plenty of conversations,” Creativity travels well when the vision is clear,” Chloé said. There has to be trust, respect, and a shared desire to create something beautiful.
Chloé finds that working with others allows Arsène et les Pipelettes to explore new territories. It’s a great way for them to look at their brand from a different angle and to further push their creativity. “Collaborations bring fresh energy, new stories to tell, and very strong emotional resonance, both for our team and our community,” she told us.
When deciding who to work with, Chloé carefully considers values and sensitivity. She looks for brands or creators with a strong identity, a strong point of view, and a genuine story to tell. This has lead to beautiful collaborations with brands she genuinely admires and feels close to. Arsène et les Pipelettes has joined forces with Jojo Factory and L’Atelier du Chocolat, as well as Les Parfums Vallebelle with whom they developed their own scented mist. Their latest collaboration was with the Basque brand 64, which was a great success for all.
“I truly love collaborations,” Chloé shared with us. “For me, they are about encounters and dialogue,” she continued. Chloé is always on the lookout for unexpected encounters that feel right and sincere. These moments provide the perfect opportunity to work with fellow brands, artists, or craftsman. For SS26, the adventure will continue with a swimwear collaboration you won’t want to miss.
Biggest Little is an innovative brand bringing art and open-ended designs to children’s toys. Their products encourage creativity and imagination, and fit naturally into modern family life and adult spaces. “Intentionality is the ethos of our brand,” Biggest Little’s founder, Stephanie, shared with us. “We strive to build layers of complexity into simple products, allowing room for children to grow with them,” she explained. Art acts as an essential layer for this, helping to influence children’s development while they play. “Collaborations allow us to add that art layer to our products and broaden children’s exposure to different forms of art and ways of creating,” Stephanie continued.
Biggest Little created a capsule collection with the Thai-based art studio Sundae Kids to bring bold illustrations and storytelling to their hero product, b is for ball®. “We were experimenting with different ways to think about packaging as part of play,” Stephanie told us. “Kids love packaging. They love boxes. So the idea of incorporating picture-book styled artwork directly into the play box was an exciting shared vision between Biggest Little and Sundae Kids,” She explained.
Stephanie found the artistic style of Sundae Kids so special. Their ability to tell stories where everything feels like it’s happening right in front of you, from coffee spilling to a skateboarder being chased by a dog, was powerful for her. “That richness naturally encourages speech and sparks conversations among families,” Stephanie said. By transforming the boxes b is for ball® comes in to be part of the story, Biggest Little elevated the play experience to a new level.
Most recently, Biggest Little teamed up with Keiko Kira of Keiko Furoshiki to design their Art Play Silk collection. Inspired by traditional Japanese art, this second product line introduces a new way to play with something incredibly simple: a soft, square piece of fabric. “It offers a different kind of versatility in a child’s everyday life, shifting naturally between movement, comfort, dress-up, storytelling, and imagination,” Stephanie told us.
This collection has been carefully co-created with Keiko Furoshiki with early childhood in mind. “We spent a lot of time thinking about possibilities for learning, counting, playing, and creating across different ages,” Stephanie said. By looking at the design from the perspective of a developing brain, while preserving a level of sophistication that makes it wearable for parents, Keiko translated their shared ideas beautifully through her unique visual language. For example, the Secret Garden print was designed specifically for 0 to 6 month olds. “We used high-contrast black and white elements, pops of primary colors, and flower shapes intentionally sized for babies experiencing the world from a distance during tummy time,” Stephanie explained.
For Stephanie, this process of designing art within a developmental context perfectly captures what collaboration means to her. It’s about creating something that is not only beautiful, but also intentional and purposeful. Something that invites children to explore, interpret, and make meaning in their own way. “Collaborations add depth to our products and open up new ways for children to engage and be inspired,” Stephanie said. “They allow us to introduce children to different visual languages, stories, cultural references, forms of expression and materials, all while staying true to our belief in fewer, but better, toys,” she concluded.
Rooted in a strong graphic language, storytelling, and quality, Tinycottons has been bringing their authentic universe to customers big and small everywhere since 2012. Over the years, they’ve collaborated with a mix of creative studios, cultural projects, and like-minded brands across fashion, lifestyle, and retail. From Puma and Superga to K-Way and Monoprix Home, their collaborations live at the intersection of design, art, and community. “We collaborate when there’s a genuine connection,” Barb, the brand’s Founder and Creative Director, and Cruz, its Press and Tiny CM, told us. “It’s never about scale or visibility. It’s about dialogue,” they continued.
For Barb, Cruz, and the rest of the Tiny team, a good collaboration challenges their way of thinking. Partnerships that bring a new layer of emotion, perspective, or storytelling to the Tiny universe are key. “We’re interested in creating shared worlds rather than single products. Collaboration allows us to explore new narratives, new audiences, and new creative rhythms, while staying true to our visual identity and language,” Barb and Cruz said.
Tinycottons looks for authenticity, a strong point of view, quality, and a deep respect for craft when considering who to work with. These partners need to have their own universe, and a philosophy that naturally connects with theirs. When working with other teams, their process is very collaborative and conversation-driven. “We focus on story-building first, then structure,” Barb and Cruz told us.
Tinycottons is particularly drawn to people and brands that don’t just make products, but who create experiences and memories. It’s about finding partners that feel like natural extensions of the Tinycottons world. “For us, the most meaningful projects are the ones that feel personal. The ones where both sides grow creatively and leave something behind that feels lasting,” Barb and Cruz said.
Goldie + Ace is all about nostalgia, play, and longevity. “We make clothes that feel like childhood,” the brand’s Founder, Alana, told us. Over the years, Goldie + Ace has worked with a variety of cool, nostalgic licenses such as Sesame Street, Barbie, Hot Wheels, and Bananas in Pyjamas. These collaborations always have a focus on shared values, nostalgia, and quality.
Launched exclusively at Playtime Paris this winter, Goldie + Ace also has a capsule collection with The Smurfs for Fall/Winter 26-27. Alana told us this collaboration was born from pure nostalgia. “The Smurfs were such a big part of childhood for so many of us. That sense of joy, innocence, and imagination felt perfectly aligned with our brand,” Alana said. “It came together very organically as a shared love for storytelling and timeless characters,” she continued.
Across their collaborations, Goldie + Ace invokes a sense of nostalgia for the purchaser while still being cute enough for the kids that wear them to love, even if they don’t recognize the character or the design. “It brings an instant emotional connection,” Alana explained. “For example, The Smurfs unlock childhood memories for parents while creating something playful and magical for kids,’ she said. This allows Goldie + Ace to tell a story that spans generations, which is exactly where the label loves to live.
Though there are guidelines and boundaries when working with licensed characters, Alana views these frameworks as a creative challenge, rather than a limitation. “The key is staying true to the character and your own brand DNA. It’s about finding the sweet spot where both can shine,” she told us.
When deciding to collaborate with others, connection is key for Alana. “Whether that’s emotional connection with customers, creative connection with partners, or building something meaningful that feels bigger than one brand alone,” she explained. For Alana, a good collaboration brings fresh energy. It pushes the brand creatively, introduces them to new audiences, and allows them to tell their story in a slightly different way.
Though most of their partnerships have been with TV show or movie characters, Goldie + Ace has also worked with key retail partners to create exclusive collections. Regardless of who they’re working with, it’s never about chasing trends. “We think of collaborations as collector items, special pieces that honor a bygone era,” Alana said. “They’re about storytelling, joy, and creating something unique, timeless, and worth holding onto,” she concluded. It should therefore be no surprise that many of their collaboration products can be found on resale sites for more than they originally cost!
Patti Oslo is a Norwegian brand creating minimalist, nostalgic toys and accessories inspired by Nordic life. “Our pieces invite children to imagine, create stories, and explore freely, while being thoughtfully crafted to be cherished across generations,” Sha, the brand’s founder, told us.
Through collaborations, Sha has been able to expand her design language into new contexts. “They bring fresh narratives to our craftsmanship and enable the creation of pieces shaped by shared values. These objects feel meaningful and stay in the memory,” she explained. They also challenge her to see design from new perspectives.
One of the collaborations that is close to Sha’s heart was working with the Kon-Tiki Museum in Oslo. Together they designed a toy version of Thor Heyerdahl, the great adventurer behind the Kon-Tiki expedition. “He believed deeply in his dream, even following it across the ocean,” Sha explained. Another important collaboration was with the sustainable German brand Kitz Heimat to design the Ruby Rehkitz inspired by their logo. “This project was especially meaningful because they donate 2 euros from every sale to Rehkitz-Rettung Hannover e.V., an organization supporting the protection of fawns in the region,” Sha told us.
Through collaborations, Sha aims to respond to a specific need or idea by translating it into a thoughtfully designed object. “Collaborations often become a new product that reflects both identities. They add something meaningful to their universe and mine,” Sha said. She chooses to work with museums or fellow brands that have clear identities and ethical visions. They are always businesses that inspire Sha and align with the values she’s instilled in Patti Oslo. “The best collaborations feel like a natural dialogue, not a formula,” Sha explained. She believes that meaningful collaborations have the power to shape a better future. “Together, two brands can make a greater impact than one alone,” Sha told us.
For Bobo Choses, collaborations are not side projects – they’re an integral part of how the brand evolves creatively. Built around storytelling, imagination, and creative freedom, Bobo Choses has been telling stories through each collection for kids, babies, and adults that become universes in and of themselves since 2009. “We design with the ambition of creating experiences, not just products,” Tessa, the brand’s Wholesale Director for Kids & Baby said. “Experiences that invite people to slow down, to look closer, and to be part of a shared world,” she continued.
Over the years, Bobo Choses has collaborated with a variety of partners. From artist and illustrators to fellow brands and cultural institutions, each partnership has been about a strong creative dialogue and a shared set of values. “A collaboration starts with curiosity,” Tessa told us. “We are drawn to collaborations that allow us to explore new creative territories or to tell a story in a different way than we could on our own,” she explained. By working with others, new perspectives are brought into the Bobo Choses universe, keeping them creatively sharp and allowing them to connect with new communities while staying true to the brand.
“We see collaborations as a form of creative exchange rather than a commercial exercise,” Tessa shared with us. She explained that the goal is to create something meaningful together that feels authentic, adds value for both parties, and resonates emotionally with Bobo Choses’ audience. Tessa finds it important for collaborations to feel natural, almost inevitable, but never forced. Some of the brand’s collaborations have been product driven, while others were more conceptual or experiential.
Following what have been mainly collaborations with fellow brands and artists, Bobo Choses is increasingly seeing the value in working with retailers and cultural platforms to create immersive experiences as well, rather than just products.
Across all of their collaborations, shared values are essential for Bobo Choses. “We look for partners who care about creativity, quality, and integrity, and who are willing to invest time and energy into the process,” Tessa told us. “The best collaborations leave a lasting trace, not only in the final outcome but also in the way we think, design, and work together as a team,” she concluded.
Collaborations are at the heart of the Australian brand Halcyon Nights. Each collection is created with an artist, with the first one having been with Min Pin Design. “Penny was my very first collaborator when we launched. We spent years creating Australian-themed pieces together,” Kym, Halcyon Nights’ Founder, told us. Kym launched Halcyon Nights to create pieces that bring together art and everyday wear. Each piece is wearable art, and meant to be cherished as keepsakes.
For Kym, working with different artists keeps the brand evolving and inspired. “Each season, a new artist brings their unique perspective, which means we’re never confined to a single style. The collections still feeling cohesive thanks to strong branding and our use of color,” she explained. Working together gives their customers something creative and inspiring, while the artists are able to share their work with new audiences. “It’s this two way creative exchange that keeps the brand feeling alive and unique,” Kym said.
When deciding who to work with, it’s all about the art for Kym. Each season she and her team explores what excites them, what feels playful, and what would be fun to try. They then combine those ideas with an artist’s unique vision to create products that are magical for kids. They work with a wide range of artists, from watercolorists to painters, illustrators, and graphic designers from around the world. Jenny Kee, Micke Lindeberg, and Beci Orpin are just a few of the creatives Halcyon Nights has teamed up with. One of the most special collaborations was with Kym’s own daughter, Yolande, on a piece she painted. “Collaborations give me the energy and passion to keep creating. They remind me why I do what I do,” Kym shared with us.
One of Kym’s favorite collaborations was with artist Jenny Kee in 2022. “Her art is truly iconic, and I was thrilled to work with her,” Kym said. She remembers having a beloved jumper that was hand-knit by her aunt when she was growing up. When she expanded Halcyon Nights into knitwear, she knew she wanted to create picture knits. So, she reached out to Jenny and together they reimagined the Blinky Knit. “She was incredible, bringing energy and creativity to every part of the process,” Kym shared.
Kym has also collaborated with the Melbourne Museum. They brainstorm ideas together and her team brings them to life. This collaboration also allows Kym to create merchandising windows and in-store displays, which is something she doesn’t often get to do. Halcyon Nights and the Melbourne Museum and Scienceworks will have a new collaboration this year, so make sure to keep an eye out for it!
“Collaborations allow for outcomes that are bigger and richer than working alone,” Kym told us. For her, it’s all about staying open to new ideas and different ways of seeing and doing things. “By letting go of ego and ownership, you create space for ideas to grow, evolve, and take shape in ways you may never have imagined,” she continued. Ultimately, Kym’s goal is to create something more meaningful, inspiring, and enduring. As she continues to follow the work she’s drawn to, be on the lookout for an upcoming collaboration with an artist experimenting with a new painting style for the upcoming season. “It’s unlike anything we’ve done before. It’s vibrant, full of color, and completely fresh. Just when you think you’ve seen it all, something new and exciting appears. That’s exactly what this project feels like” Kym shared with us.
With each collection, MarMar Copenhagen celebrates quality, comfort, timeless design, and a Nordic aesthetic. The brand’s Owner and Creative Director, Marlene, founded it to provide children with pieces that can be worn, loved, and passed on. When seeking partners to work with, Marlene looks only for connections that feel genuine. “A meaningful collaboration brings new perspectives and adds depth to our universe,” she told us. Collaborations need to feel relevant, honest, and valuable, both creatively and emotionally.
MarMar Copenhagen has worked closely with the press to create meaningful storytelling that communicates the brand’s values in an authentic way. In addition to the press, they’ve worked closely with Aymara women in the Bolivian highlands who hand-knit unique pieces with traditional techniques. “This collaboration is very close to my heart,” Marlene said. “It is a collaboration built on respect, craftsmanship, and human connection,” she continued.
When seeking out creatives to work with, Marlene looks for products or designs that MarMar couldn’t do on its own. “Collaboration is about exchange, learning, and shared creativity. It’s about building something that feels richer because it’s created together,” she explained.
MarMar Copenhagen has recently teamed up with their first licensed character, the Moomins. “At the heart to the Moomin universe is a strong sense of belonging. This value is very close to me personally and to MarMar as a brand,” Marlene told us. She explained that this collaboration grew from a shared understanding of family, togetherness, and safety, all of which are strong themes in both their worlds. “From the beginning, it was important that the collaboration felt respectful and authentic, and that the Moomins became a natural part of our design universe rather than something added on,” Marlene said.
While there are clear frameworks for working with a licensed character, Marlene relates to and respects these guidelines. “Staying true to brand DNA on both sides is essential,” she told us. This collaboration offered a deep emotional connection to MarMar’s collection. “Many people have grown up with the Moomins. That sense of familiarity and belonging creates a bridge between generations,” Marlene explained. “It also allows us to express our values in a slightly different way, while remaining true to our calm, timeless aesthetic,” she continued.
Whether working with artisans, suppliers, or licensed characters, it’s important to MarMar that their partners share their values. “For me, the most important thing is that collaborations feel honest and respectful,” Marlene said. “I believe in long term relationships and in creating products and stories that have value beyond a single season,” she continued. Marlene finds that when a collaboration truly works, it feels natural.
Born in the north of Spain from a desire to create timeless, unisex garments for babies and kids while caring for the environment, The Campamento loves working with others. “Collaborations allow us to step outside our usual framework and see our brand through someone else’s perspective,” their team explained. “They challenge us creatively and help us grow by introducing new ways of thinking and designing, while remaining true to who we are,” they continued. Collaborations also offer an opportunity to work with people the team has admired, making the process even more inspiring.
Rather than a specific outcome, The Campamento is interested in the process of collaborating itself. “We want to create meaningful projects that feel honest and well thought out, where both parties contribute equally,” their team explained. When choosing external teams to work with, shared values is key, as well as having a clear identity and genuine point of view. “We are drawn to people and brands who approach their work with care and a strong sense of purpose,” they told us.
The Campamento has largely worked with fellow brands and a few artists on collaborations. Their SS25 campaign featured a footwear collaboration with the ethical French brand, Veja. For AW25, The Campamento teamed up with PACKBAGS, a brand well-known for modular bags made in Amsterdam. “Their products reflect a strong commitment to durability, repairability, and responsible production, values we deeply connect with,” their team explained. The Campamento also created a capsule collection for AW25 with the Brazilian illustrator Raysa Fontana (@desktopgirl), whose vibrant illustrations and surreal festive scenes brought the capsule to life.
For SS26, The Campamento has worked with a Portuguese artisan on a special collaboration that will be revealed February 26, so stay tuned on their website and social media for the big reveal.
“Each collaboration has felt like a small challenge and a little dream come true,” The Campamento’s team told us. For the brand, collaborations offer learning experiences that go beyond the final result. “These exchanges play an important role in how we evolve as a brand, helping us grow in an organic way,” their team said.
The Campamento X Raysa Fontana
Coming together is always stronger than pulling others apart or standing alone. Finding the balance between two universes may not always be easy, but it’s why its imperative brands work with collaborators that feel natural and align with their values.
If you want to learn more about collaborations, make sure to attend the seminar at Playtime New York at 8am on Tuesday, February 10th. Hosted in partnership with Earnshaw’s, the panel of experts that includes Renee Rodan (Strategic Partnerships at TikTok), Katie Kendrick (Founder/Editor of Pirouette Media), and Madeline Johnson (Head of Marketing at Rylee + Cru) will be moderated by Jennifer Cattaui (Owner of the boutique Babesta) and dive deeper into the importance of and how to navigate collaborations. Save your seat by emailing madeline@iloveplaytime.com.
Follow the Fil Rouge back through our series by (re)reading the first, second, third, and fourth installments in the series.
