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 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, 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.”
In every edition of Brand Waves This Week, we analyze new campaigns, new creative ideas, and the mechanisms behind the brands that manage to stay relevant over time. But what is their real impact?
Over the years, numerous studies have demonstrated the effectiveness of brand investment. They have also highlighted the risks of stopping it.
According to Nielsen, brands that completely stop their advertising presence can lose around 2% of their long-term revenue after just one quarter. The challenge is that brand value rarely shows up in the same way as performance results: it does not always appear on a weekly dashboard, and it does not always translate into an immediate conversion. Instead, it accumulates over time through familiarity, trust, and preference.
The real challenge is that brand value rarely manifests itself in the same way as performance metrics: it does not always appear on a weekly dashboard and does not necessarily translate into an immediate conversion. Instead, it is built and accumulated over time through the familiarity, trust, and preference that consumers develop toward a brand.
And this is where the real challenge for many marketers begins: building a case that Finance teams and boardrooms are willing to fund.
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