Trend of twos: Collaborations are a huge deal in fashion, even in Malaysia

Collaborations between Malaysian brands bring new fanbase and a chance for them to grow together. Photo: Alia B

Collaborations in the fashion industry are more popular than ever. Every month (or even week), you will hear announcements of special collections created in partnership between one label and another.

The aim is, of course, to create hype. The combination of two fanbases can expand a specific market and drive sales.