What will brands do if collaborations become uncool?

If you’ve been hiding under a rock and aren’t aware of the trend of de-influencing trend, dive in here.

I have personally been a little shocked with how interesting people are finding this trend. Giving real opinions that aren’t paid for has us shook it seems.

But it has got me wondering what ‘we’re over it’ moment is coming next. 

What other trends are so ubiquitous it has become central to how social media functions.

Is the collab next?!

Gasp.

Will one of brands biggest audience growth mills come to an end?

Are we grown tired of 20 GANNI collabs a year?

Has Mackintosh re-emerged with a new ‘fresh takes’ on the raincoat enough times?

Have Crocs Crocced with too many?

The way BLANK STREET coffee—as Bon Appetit pointed out: basically a brand designed as a vehicle for collaborations—is going, I think the answer is not just yet.

But like with all things. The backlash is coming. It’s not a matter of if, but when. 

Anything does not go anymore. The rose-colored glasses are off.

Beloved Outdoor Voices was recently skewered for their Disney collab.

And what of the collabs' best and worst enemy: AI? When everyone has the ability to dream up collaborations, often with fantastic and over-the-top results, how will real collaborations compete? And will it be worth it for brands, knowing a collab is often a 1-year production versus a 20-prompt exercise? 

So the question is:

Will brands learn to innovate on their own? Sans crutch of another cool brand or influencer to give them the edge. 

Will brands learn to innovate on their own? Sans crutch of another cool brand or influencer to give them the edge. 

Will we push past the blatant PR GRAB?

Will we know how to de-collab?