But in 2019, such collaborations will likely become commonplace, as luxury companies seek to align with others of their ilk in order to extend their reach and increase brand awareness.
"I think we are going to see a lot more of it. After all, collaboration to survive is really important. Certain species need other species to survive. When you have a common understanding of luxury and heritage, it makes sense to partner [with companies] that believe the same things," said Marek Reichman, executive vice president and chief creative officer at Aston Martin Lagonda.
The boundaries are blurring within the world of creativity. It's about combining the creative thinking of successful brands, so that one and one is making three."