Brand Waves This Week
BÉIS refreshes its Core Collection with Shay Mitchell, Gap celebrates ’90s denim with Hailey Bieber, and IKEA reimagines the way we live at home.
Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This newsletter is sponsored by Tracksuit, the always-on brand tracker built for marketers and agencies to answer the question “Is my strategy working?”
Today’s newsletter includes: BÉIS refreshes its Core Collection; Gap introduces the capsule collection in collaboration with Hailey Bieber; Timberland and Jacquemus reinterpret a footwear icon; ASOS appoints Rina Lipa as Style Dilemma Director; IKEA reimagines the concept of home with KOMPISHÄNG; Liquid I.V. enters the entertainment world with Spider-Man™: Brand New Day; Hollister launches the Made for this Moment campaign with Freya Skye; SKYLRK opens an immersive retail experience in New York; Shinola presents The Restaurant; Yahoo collaborates with Marky’s Caviar; and Sol de Janeiro enters the men’s category.
BÉIS unveils the renovated Core Collection through a campaign featuring Shay Mitchell
BÉIS announces a major refresh of its Core Collection, led by The Weekender, the brand’s bestselling bag that helped establish its identity in the travel space.
The project was driven by direct consumer insights: the updates are the result of community feedback, analysis of social media conversations, and an in-depth product education process.
To support the launch, the brand developed a multi-phase creative campaign, turning the renovation process into a compelling brand story.
Ahead of the debut, BÉIS built anticipation through a series of unconventional initiatives, including mysterious product “disappearances,” farewell messaging, an Instagram reset, a temporary website blackout, and recovery-themed content featuring founder and Chief Creative Officer Shay Mitchell.
Gap introduces The Hailey Jean in collaboration with Hailey Bieber
Gap introduces The Hailey Jean, a limited-edition denim capsule created in collaboration with Hailey Bieber. The collection brings together Gap’s iconic ’90s identity with Hailey’s personal style, built around a relaxed, effortless and contemporary aesthetic.
The capsule features two relaxed-fit denim styles inspired by Hailey’s favorite vintage Gap jeans, with updated proportions and personalized details such as the 1996 reference, her birth year, and her signature printed inside the pocket lining.
The campaign follows the same creative direction, blending nostalgia, minimalism and a touch of irony. The campaign film takes audiences on a journey back in time through the soundtrack of Linger by The Cranberries, strengthening the emotional connection with an era associated with spontaneity and authenticity.
“Hailey understands denim in a very instinctive way — from proportion and fit to how it actually moves and wears on the body,” said Jane Pattinson, SVP and Global Head of Design at Gap. “Together, we built the collection around the relaxed silhouettes she naturally gravitates toward and the effortless way she styles them in her everyday wardrobe — refining everything from the washes and fabric to the understated ‘1996’ detailing throughout. The pieces feel effortless, personal, and very true to both Hailey and Gap.”
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Timberland collaborates with Jacquemus to reinterpret the 3-Eye Lug Boat Shoe
Timberland and Jacquemus present their second collaboration for Summer 2026, introducing the Timberland® x Jacquemus Authentic Boat Shoe, a silhouette that combines the outdoor brand’s heritage with the French fashion house’s contemporary and distinctive approach.
The new limited-edition style is imagined as a celebration of an idealized summer, reinterpreting an iconic shoe through a fresh aesthetic perspective.
The model arrives in the Lagoon Blue colorway, a shade inspired by Art Deco architecture and the bold colors of the 1980s Memphis movement, previously featured in the Jacquemus Spring-Summer 2027 collection, titled Le Bonheur, meaning “happiness.”
ASOS appoints Rina Lipa as Style Dilemma Director
ASOS announces the appointment of Rina Lipa as Style Dilemma Director, a new role created to help customers solve their everyday style dilemmas.
The initiative follows research commissioned by ASOS, which found that 92% of UK online fashion shoppers aged 18–35 would like to see complete outfits styled for them, while 74% consider everyday, trend-relevant fashion inspiration the most useful resource when deciding what to wear.
The appointment of Rina Lipa represents an evolution of ASOS’ role from a shopping platform into a true digital style advisor.
The strategy is based on co-creating with talent whose style authority resonates with their communities, placing creators and cultural figures at the center of the fashion curation and presentation process.
IKEA introduces the new KOMPISHÄNG collection
IKEA launches KOMPISHÄNG, a new global collection featuring 13 affordable and easily portable products, designed to meet the needs of a generation of young adults who are increasingly accustomed to moving between homes, neighborhoods, or cities.
The collection responds to the reality of many young urban dwellers, for whom moving is no longer a one-time life event but a recurring part of life shaped by the rental market, career mobility, and a more flexible urban lifestyle.
To develop KOMPISHÄNG, IKEA closely observed the habits of young adults aged 20 to 28 living in central London, analyzing how they choose, use, and transport objects in their everyday lives.
The research revealed that every purchase is also evaluated with the next move in mind. Products therefore need to be easy to carry, durable over time, and able to adapt to different living spaces.
Liquid I.V. partners with Spider-Man™: Brand New Day from Sony Pictures
Liquid I.V. announces a new collaboration with Spider-Man™: Brand New Day from Sony Pictures, becoming the film’s exclusive functional hydration partner.
As Peter Parker/Spider-Man faces a new chapter in his life, Liquid I.V. highlights how everyday people can take on their own challenges through scientifically developed hydration solutions.
Through this partnership, Liquid I.V. aims to transform ordinary water into a more complete hydration experience, helping consumers approach their daily lives with greater energy.
Hollister launches the Made for this Moment campaign featuring Freya Skye
Hollister Co. introduces Made for this Moment, a new campaign dedicated to its Fall 2026 women’s denim collection, starring rising pop star Freya Skye.
Through a series of dynamic imagery and video content, the campaign follows Freya on stage, behind the scenes, and in everyday moments, positioning Hollister denim as an essential piece for expressing personal identity.
Beyond advertising, Hollister will launch a limited-edition collection, serve as the official sponsor of Freya Skye’s tour across North America, the U.K., and Europe, and host exclusive in-store events with the singer at select locations in the U.S. and Europe throughout the fall.
SKYLRK opens a pop-up in New York City
SKYLRK opens an immersive physical retail experience in New York City, located at 60 Tenth Avenue, transforming a temporary space into a meeting point between fashion, design, and technology.
The pop-up aims to showcase the brand’s constantly evolving universe through an experience that goes beyond a simple purchase.
The space has been designed as an immersive environment, combining sculptural elements with interactive product moments.
A large geodesic-inspired installation welcomes visitors at the entrance, while expansive LED screens help create a dynamic and recognizable visual atmosphere.
Shinola introduces its first brand campaign
Shinola reintroduces the Runwell, the watch that defined the brand’s identity, through the launch of its first global brand campaign.
The campaign is built around the concept of Set The Pace, focusing on the value of time while challenging the idea that success must necessarily be measured by speed.
The launch comes to life through The Restaurant, a cinematic short film that moves beyond traditional product advertising to create a true narrative experience.
Through the sound of ticking seconds, the film explores the everyday pressure of keeping up with others and the moment when someone chooses instead to follow their own path.
Yahoo introduces collaboration with Marky’s Caviar
On the occasion of National Caviar Day on July 18, Yahoo is partnering with Marky’s Caviar, a company specializing in the global distribution of premium caviar and gourmet food products, to creatively reinterpret the viral “caviar bump”phenomenon.
The collaboration is built around a play on words between two highly recognizable behaviors: on one side, the “caviar bump,” a gesture that has become popular in food and lifestyle culture; on the other, its digital equivalent, the email bump, referring to the classic follow-up message sent to bring attention back to an unanswered email.
From this contrast comes the campaign concept: “Less Email Bumping, More Caviar Bumping.”
The limited-edition Yahoo x Marky’s set includes a tin of Marky’s Osetra Caviar and a mother-of-pearl caviar spoon, becoming a symbolic object of the campaign and a physical extension of the creative concept.
Sol de Janeiro launches its first collection for men
Sol de Janeiro introduces Cheiroso Cologne Mist, its first collection dedicated to male consumers, marking a significant expansion for the brand.
The launch arrives at a culturally relevant moment, during a season when soccer captures global attention. Sol de Janeiro uses this cultural territory as an entry point to tell its brand story through pelada, Brazil’s tradition of spontaneous and casual soccer games.
More than a competition, pelada represents a moment of connection, friendship, and belonging: values that become the narrative foundation for the brand’s entry into the men’s category.
If you’re looking for even more inspiration, check out last week’s edition of Brand Waves This Week for more standout campaigns and unmissable creative ideas!
Brand Waves This Week
Bath & Body Works launches Fruit Fusion with Hilary Duff; Herbal Essences unveils the Scent of Your Dreams campaign with Amaya Papaya; Dunkin’ brings the King Kylie™ era back into the spotlight.
The wave doesn’t stop here.
We’ll be back next week with more stories shaping the future of brands, tech and culture. Catch the next one with us.