Introducing Culture Talk Alert by MYTHOSMKRS—your go-to spotlight on groundbreaking partnerships at the intersection of creators, talent, and brands redefining the cultural landscape.
From unexpected collabs to bold storytelling moments, each alert delivers a fresh lens on the alliances fueling today’s culture. This segment is dedicated to those shaping the future – join us, as we decode the artistry and strategy behind collabs that resonate, inspire, and drive culture forward.
Dyson X Stormzy
Following the momentum of their partnership with Raye, Dyson is amplifying its presence in the music world, collabing with artists who embody authenticity, passion, and innovation. Now, with Stormzy as their latest ambassador, Dyson takes us behind the scenes of his high-octane life —from flights to nights out, padel sessions to powerhouse performances—all captured on one seamless charge.
By embedding itself in the music scene, Dyson is championing creativity and culture, while redefining what it means to fuse tech with the artistry and energy of music, crafting products that are not only cutting-edge but designed to keep up with dynamic lives, just like Big Mike’s.
TwoJeys x Lamine Yamal
Creator-born brand TwoJeys, known for its bold men’s jewelry, has teamed up with rising football star Lamine Yamal. As TwoJeys points out, celebrated footballers often have iconic style markers—“Ronaldo’s haircut, Davis’ glasses, Neymar’s hairstyle.” By choosing the current Golden Boy of football, Lamine Yamal, they’ve crafted something truly unique. Yamal’s custom Barcelona-themed set of bracelets reflects his deep connection to his team, blending fashion, family, and football.
Thanks to the innovative and community-driven approach of co-founders Biel Juste and Joan Margarit, TwoJeys has achieved remarkable growth with physical stores in London, Paris, Amsterdam, Barcelona, Madrid, Valencia and Sevilla.
Kay Jewelers x Mariah Carey
It’s time!!! The iconic Mariah Carey partnered with Kay Jewelers on her annual comeback video, now sitting at over 33M views on TikTok, reclaiming Mariah season for another year. In a fun video, Mariah emerges from her winter slumber to celebrate the holidays in style. Each year, the production value of her return videos keeps rising, and for this season, the timeless pairing of music and jewellery showcases the magic of diamonds—creating a playful partnership between music and festive glamour.
Fenty x Arcane
Fenty Beauty is breaking boundaries by teaming up with the animated game world of ARCANE. In case you’re wondering, ARCANE tells the origin story of two iconic League of Legends champions, who just so happen to be sisters. Fenty’s unmatched commitment to diversity and inclusion takes on a new dimension, as this collaboration bridges reality and fantasy. With a makeup line inspired by the game and an influence on its female characters, Fenty continues to lead the way in the makeup industry.
Kai Cenat x Kim Kardashian x Mafiathon
Popular Twitch streamer Kai Cenat dropped the trailer for Mafiathon 2, and it includes a surprise cameo from none other than Kim Kardashian! Playing his therapist in the cinematic trailer, Kim adds a high-profile twist to this highly anticipated streaming marathon. The 30-day subathon, which kicked off on November 1, is shaping up to be massive, showing Kai’s ability to bring together entertainment, gaming, and celebrity culture.
Zendaya x On
From dazzling the Met Gala with show-stopping outfits to stepping onto the courts in Challengers, Zendaya has mastered the art of storytelling through style. This collab promotes movement and a healthy lifestyle, with Zendaya’s grounded personality aligning perfectly with the brand. The partnership’s natural, rural aesthetic resonates with Zendaya’s authentic charm, making wellness and fitness look as inspiring as ever.
Gap x @Julia.Huynh
Creator Julia Huynh launched a TikTok series exploring her search for the ultimate “hoodie that hoodies,”; it resonated with audiences deeply and quickly went viral. Recognising Julia’s authenticity and passion, Gap reached out, and soon an organic idea evolved into a collaborative project to design the perfect hoodie.
This partnership is a brilliant example of how brands can leverage authentic creator relationships. Julia’s connection with her audience laid the groundwork for a series of meetings with Gap’s creative and design team, resulting in a product that feels as genuine as the story behind it.
Keinemusik x HighSnobiety
Keinemusik, the European DJ collective renowned for their summer hit “Move,”teamed up with global fashion and media brand Highsnobiety for an exclusive ‘Kloud’ merchandise collection. The collection is available through Highsnobiety’s online shop. To celebrate the launch, an event was held at the Highsnobiety showroom in Berlin on October 25, 2024, offering an immersive experience that blends music, fashion, and culture.
