Fashion Friday: Collaboration Between Packaging and Fashion Designers

Brand owners are increasingly trying to enhance the experience for end consumers, and a number of different products have launched with ties to fashion, drinks, beauty and even foods that seek to achieve this. For instance, bottled water brand Evian is getting a brand revamp courtesy of New York designer Alexander Wang, and liquor brand Disaronno has partnered with Italian designer Roberto Cavalli. In food categories, confectionery brand Kit-Kat has launched a luxury version of its candy bar wrapped  in a gold leaf that costs US $16. Personalisation is another way to enhance the end experience, and holiday gifts are popular items to personalise. British brand Burberry has a dedicated holiday gift page with a link to products that can be monogrammed through their online platform, and Le Labo fragrances are mixing personalised scents this year.

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