National Best Friend Day (June 8) is all about celebrating the people who hype us up, bring out our best, and create unforgettable moments with us. Sound familiar? That’s exactly what the best brand collaborations do, too. Just like iconic BFFs, these partnerships show what’s possible when two forces come together with shared vision, chemistry, and a little magic.
From pop stars and coffee chains to fashion houses and visionary artists, here are five standout collabs from Spring 2025 that remind us: when the vibes align, greatness follows.
1. Crumbl x Kardashian-Jenner: Cookies with Star Power
Crumbl teamed up with the Kardashian-Jenner family for a limited-edition cookie menu inspired by each member’s personal taste – from Kim Kardashian’s Snickerdoodle Crumb Cake Cookie to Kris Jenner’s Classic Yellow Layer Cake, a nostalgic nod to her go-to homemade dessert.
With curated flavours, massive reach, and a campaign built for virality, this collab turned cookies into a certified pop culture event.
Key Takeaways:
- Celebrity partnerships can drive instant cultural relevance and trend traction.
- Personalisation (e.g. each family member’s cookie) adds shareability.
- Collaborating with influencers = tapping into built-in fan bases.
2. Sabrina Carpenter x Dunkin’: Pop Meets Coffee
Dunkin’ launched the “Shake That Ess” drink, named after Sabrina Carpenter’s hit “Espresso.” A viral drink + a rising pop icon = instant Gen Z gold.
Key Takeaways:
- Aligning with music trends increases brand virality.
- Product naming tied to pop culture fuels organic social content.
- Low-barrier products (like drinks) = high engagement potential.
3. Louis Vuitton x Takashi Murakami: Nostalgia, Remixed
Louis Vuitton revived its iconic early-2000s collaboration with Japanese artist Takashi Murakami, bringing back colourful monograms and anime-inspired motifs, this time with a modern twist.
The relaunch made waves not just for its design legacy, but also thanks to House Ambassador Zendaya, who showcased the reimagined pieces in a bold editorial campaign. Her presence cemented the collection’s relevance with a new generation, blending high fashion, art, and celebrity influence.
Key Takeaways:
- Nostalgia can re-engage loyal fans while attracting new ones.
- Revisiting iconic collabs = built-in brand story and emotional pull.
- Artistic partnerships elevate luxury brand positioning.
4. Levi’s x Beyoncé: Denim & Legacy
Beyoncé continued her collaboration with Levi’s in a cinematic campaign that blended Americana, confidence, and country-glam energy. Shot against a roadside diner backdrop, she wore the iconic Western Shirt, 501® Original Shorts, and a classic red bandana, a visual homage to Levi’s vintage aesthetic. A nod to the brand’s 1988 “Refrigerator” ad added a layer of nostalgia, reminding fans how timeless style can be reimagined across generations.
As Beyoncé tours for her Cowboy Carter era, this collaboration feels especially timely, aligning perfectly with the current cultural mood, especially with her track “Levii’s Jeans”.
Key Takeaways:
- Long-term collabs build brand equity and deepen the narrative.
- Tapping cultural moments (Cowboy Carter) increases resonance.
- Nostalgic references (1988 ad) create emotional connection.
5. Hellmann’s “Sally-Approved”: When Sandwich Met Cinema
Hellmann’s recreated When Harry Met Sally with Meg Ryan, Billy Crystal, and Sydney Sweeney, blending humour, nostalgia, and viral appeal.
Key Takeaways:
- Iconic media references offer instant brand storytelling.
- Multigenerational casting extends reach and relatability.
- Campaign hashtags encourage participatory fan culture.
Final Thoughts
Whether it’s cookies, caffeine, couture, or condiments, these spring collabs show that when brands team up with the right creative partner, the results are unforgettable – and often, unstoppable. Just like the best BFFs, these partnerships thrive on chemistry, shared vision, and a little magic – making them the perfect inspiration for National Best Friend Day.
At FDRY, we support our clients to build impactful marketing strategies from strategy and planning to implementation. As a leading digital marketing agency, our approach is creative and grounded in data-informed insights. Our team of marketing experts would be happy to have a discovery session with you to discuss your digital marketing needs, or alternatively send us a brief or get in touch at [email protected]
