People are giving new meaning to their clothes and finding joy in how they dress. Termed ‘dopamine dressing’, the movement reflects a recalibration of our relationship with the physical world and signposts the growing intersection between how people link mental and physical health.

From celebrity ambassadors to online influencers, brands have long used outside partners to build loyalty and trust. But as tech destabilises traditional paths to audiences, some brands are leaning on creative directors to keep fans interested – sometimes at the cost of their original identity.

Adidas has announced a capsule collection of spa day essentials in collaboration with skateboard brand Palace. Through this partnership, titled Palaste, the sportswear giant is highlighting the need for men to put their mental health first and embrace wellness as a lifestyle choice.

Canada Goose, a brand known for its luxury winter apparel, has amassed a sizeable fanbase in China by navigating the tricky domestic market and consumer expectations. As Chinese shoppers are increasingly seeking brands that subtly communicate status, can functional luxury meet this desire?