In line with the 2025 MTV Video Music Awards taking place on 7 September 2025, LUXUO reflects on the influence of pop stars beyond the music industry. As luxury houses enlist pop icons, these partnerships evolve into more than endorsements, becoming collectible artefacts that blur the line between culture and commerce. Be it Billie Eilish or Britney Spears, luxury houses and lifestyle brands are increasingly enlisting pop stars not just as faces of campaigns, but as co-creators whose influence shapes products, collections and cultural narratives. From stage to storefront, LUXUO delves into how pop icons are shaping fashion as cultural currency, turning limited-edition collections into must-have collector’s items.
Demna’s Britney Spears Capsule Collection With Balenciaga
Balenciaga’s Spring 2026 capsule collection dubbed “Exactitudes” with Britney Spears is a culmination of former creative director Demna’s ten-year tenure at the house, merging 35 past collections with archival silhouettes and even garments from his personal wardrobe. By integrating Spears into this milestone moment, Balenciaga underscores how pop icons function as brand signifiers — instantly recognisable figures who carry cultural memory and commercial weight. Comprising a limited-edition series of ready-to-wear and accessories, an exclusive playlist curated by Britney Spears and two remixes of her most renowned works by BFRND, the series is described as a “fine line between luxury and fashion”.
Spears — whose early-2000s image epitomised the late 90s and early 2000s era of pop excess and mass appeal — uses her likeness on pieces and transforms the capsule into a marketable piece of fashion that bridges fashion merchandise with music memorabilia. Similarly, Demna’s tenure at Balenciaga saw him capitalise on various celebrity endorsements both off and on the runway. The Spring 2026 capsule collection, however, is less about tapping into 2000s nostalgia and rather the amalgamation of Demna’s long-standing research on “contemporary archetypes” and turning it into a collaboration that resonates across generations. For Demna, the collection is something of a swansong for his time at Balenciaga, which he summarises as a “homecoming after all these years, a very formidable experience of love for fashion and dressmaking”.
Tiffany Titan by Pharrell Williams
Pharrell Williams collaborated directly with Tiffany & Co. on the Tiffany Titan collection — contributing to the design of bracelets, necklaces, earrings and rings in 18k gold and titanium — featuring spear-like motifs inspired by Poseidon’s trident. The collection marks a departure from Tiffany’s traditional design language, emphasising bold, structural forms alongside pavé diamond details. Building on the House’s legacy of collaborating with visionary artists, the Tiffany Titan reflects the strategic direction of Tiffany under Alexandre Arnault and highlights Pharrell’s role in shaping products within the LVMH ecosystem, reinforcing his influence in both fashion and luxury jewellery beyond simply fronting the campaign itself.
Read More: Pharrell Williams’ Tiffany Titan Collection Marks a Shift in Tiffany & Co.
The Tiffany Titan marked a departure from the delicate and demure pieces that fans of the brand have become accustomed to seeing, such as the “Lock”, “T” and “Knot” designs. Instead, the Titan plays on the juxtaposition of hard and soft as its motif incorporates a link that is curved and soft against the sharpness of the spear to form a symbol of fearless individuality. The collection is close to home for Pharrell, who commented, “I’m very inspired by the water, and the name of this collection, “Titan” draws inspiration from Poseidon, ruler of the sea, King of Atlantis.” “Atlantis” is also the name of the community Pharrell grew up in Virginia Beach. Pharrell goes on to explain that every detail in the collection is intentional, for instance, the use of black titanium is “a physical manifestation of beauty in blackness”.
Jacob & Co.’s X PEACEMINUSONE G-DRAGON
K-pop phenomenon G-Dragon partnered with Jacob & Co. to launch the limited-edition PEACEMINUSONE Pendant, reinterpreting his signature daisy motif with one missing petal. The collection is offered in two versions: 925 sterling silver with yellow sapphires and tsavorites, or 18K white gold with full pavé diamonds and a central fancy vivid yellow diamond. Each pendant is individually numbered, presented with a signed Certificate of Authenticity and suspended from a 20-inch adjustable chain.
His PEACEMINUSONE brand — established in 2016 — has been a platform for such collaborations, including partnerships with Nike and Giuseppe Zanotti. By directly contributing to the design, G-Dragon merges his creative universe with Jacob & Co.’s high jewelry craftsmanship, exemplifying how pop icons increasingly shape product development and collector appeal in luxury markets.
PUMA x Rosé
BLACKPINK’s Rosé launched her first full collaborative capsule with PUMA, marking a strategic step for the singer beyond her music career. As both global ambassador and hands-on collaborator, The PUMA x Rosé collection features reimagined iterations of the brand’s iconic Speedcat sneaker. The range includes Speedcat Ballet with pointe-inspired laces and the Speedcat OG Premium with statement lacing alongside apparel such as oversized track jackets, relaxed track pants and mesh tops emblazoned with a custom “ROSIE” graphic.
Accessories — including the X-Small Duffle and Micro Grip — inject personalised details that reflect Rosé’s aesthetic vision. Rosé was involved in the design process, shaping a collection that fuses classic streetwear with elevated, feminine touches. “This PUMA x ROSÉ collection is really special to me because it reflects so much of who I am, both on and off stage. I wanted every piece to feel like a quiet rebellion, something that empowers you to show up as your most honest, fearless self,” she states.
The collaboration’s design ethos channels Rosé’s vision into an expression of sporty, streetwear-coded designs, demonstrating how pop icons can shape contemporary shaping luxury and lifestyle codes through tangible products and releases.
Billie Eilish x FREAK’S STORE
Billie Eilish has leveraged her influence in pop culture to enter the fashion space through multiple collaborative projects, most recently with Japanese retailer FREAK’S STORE and previously with US-based streetwear brand Freak City. The 2019 Billie Eilish x Freak City capsule consisted of ten pieces of streetwear — including hoodies, T-shirts, bike shorts, and tube tops — featuring her signature neon-green graffiti motif. The collection sold through Eilish’s official store and Freak City’s website and included digital copies of her album “When We All Fall Asleep, Where Do We Go?” This early collaboration demonstrated Eilish’s ability to translate her music persona into a tangible lifestyle product, tapping directly into her fanbase while establishing her style as a commercial asset.
In 2025, Eilish extended this model with Billie Eilish x FREAK’S STORE, a capsule featuring artist merchandise inspired by her latest album “HIT ME HARD AND SOFT”. The collection includes relaxed beige T-shirts with prints of the singer’s face, gradient designs and album-specific graphics, positioning Eilish as both a creative collaborator and a marketable icon in the Japanese streetwear space. The drop coincided with the announcement of her global tour dates, leveraging cross-promotion between her music and fashion ventures. Through these partnerships, Eilish uses lifestyle commerce to actively shape design outputs and marketing strategies that engage her audience across multiple revenue streams.
A$AP Rocky x Marine Serre
In 2020, Marine Serre teamed up with A$AP Rocky’s AWGE creative collective for a Regenerated capsule collection that saw an amalgamation of streetwear sensibilities with couture-informed design. Marking one of Serre’s rare collaborations, the project features oversized puffer jackets, patchwork denim, hooded dresses and accessories including durags, caps and stirrup-strap leggings — all unified by her signature crescent moon motif. The collection is grounded in sustainability, with roughly 75 percent of the materials regenerated from deadstock or vintage garments.
Rocky’s influence is visible in the looser, slouchier silhouettes and styling, while Serre’s precision and attention to detail from sleeve lengths, layering and silhouette fit ensure each piece retains its luxury finish. The result is a high-end take on streetwear that is functional and culturally resonant. The capsule demonstrates the commercial potential of pairing an established designer with a cultural influencer, showing how strategic, selective collaborations can elevate brand visibility.
Selena Gomez x Coach — “Selena Grace” Collection
In 2017, Selena Gomez partnered with Coach to co-design a leather goods collection, centred around the Selena Grace bag. The structured, double-handled carryall reflects Gomez’s effortless, all-American style, with sleek lines, versatile wearability and exclusive colourways like Black Cherry, White and Red. Gomez worked closely with Coach’s creative director Stuart Vevers to ensure the collection felt personal. Every piece also bears her signature and with personal affirmations like “Love yourself first” and “To be you is to be strong” in hang tags, key rings and embossed details. Launched globally in September 2017, the Selena Grace collection exemplified a successful celebrity-brand collaboration and a personal storytelling and authenticity reaching a fanbase of both fashion and Gomez’s music.
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