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 partnerships 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.
From music icons shaping cocktails to football stars reconnecting with their roots, these collaborations blur the lines between art, commerce, and community—highlighting how brands and talent are driving culture forward.
Sabrina Carpenter x Absolut & Kahlúa
Fresh off her hit single Espresso, Sabrina Carpenter has partnered with Absolut and Kahlúa to create the Short’n’Sweet Espresso Martini Kit, celebrating her Short’n’Sweet US Tour. The kit, featuring Sabrina’s signature kiss mark as an edible cocktail topper, connects music and cocktail lovers while embracing the holiday season spirit.
Adding to the excitement, Sabrina launched an espresso martini-themed crewneck as tour merch, further blurring the line between fandom and lifestyle. This limited-edition collaboration is exclusive to the US and exemplifies how artists can seamlessly connect their music with consumer experiences.
Olivia Rodrigo x Lancôme
Global pop sensation Olivia Rodrigo has joined forces with Lancôme as a brand ambassador, championing individuality and beauty for her Gen Z, predominantly female fan base. The campaign encourages users to recreate or personalise their own “Rodrigo looks” with Lancôme products and share them on social media, inviting fans into an interactive, community-driven experience. By merging beauty with self-expression, Olivia and Lancôme inspire young women to embrace their authentic selves while engaging with the brand’s iconic legacy.
Erling Haaland x Beats by Dre
Beats by Dre’s latest campaign sees football star Erling Haaland reconnect with his Norwegian roots. A visually striking film travels through Norway’s diverse climates, capturing Haaland’s intensity and resilience. The narrative aligns with Beats’ ethos of individuality and power, while showcasing products like the Beats Fit Pro, Beats Solo 4, and Beats Pill. This collaboration beautifully intertwines Haaland’s heritage with cutting-edge technology, emphasizing the balance between nature, passion, and performance.
Nessa Barrett x Nasty Gal
Musician and TikTok star Nessa Barrett has become Nasty Gal’s new It Girl, bringing edgy chic to the brand’s latest collection. Designed to empower wearers on and off the stage, the campaign extended with a Hollywood-style launch party at The Spotlight, featuring red carpet, top creator guests, and of course an open bar. This partnership captures Nessa’s evolving star power and highlights Nasty Gal’s ability to stay culturally relevant by aligning with dynamic, multifaceted talent.
Giggs x Oatly
UK rap legend Giggs and Oatly teamed up to create a Cake and Custard Kit, a playful nod to a classic British comfort food. Completely dairy-free and inspired by Giggs’ own lactose intolerance, the collaboration brings nostalgia to London’s streets while offering a fresh, inclusive twist.
Through limited-edition releases and a fun, tongue-in-cheek campaign, this partnership demonstrates how brands can tap into cultural heritage while embracing modern values.
Revolut x Charli XCX x Steven Bartlett
Revolut’s The Revolutionaries event, headlined by Charli XCX, blended music, entrepreneurship, and culture. Held at The Outernet London and live-streamed globally, the two-day event celebrated Revolut’s 50 million customers milestone. Highlights included Charli XCX’s first UK performance since her Brat Remix Album and a live start-up surgery featuring Revolut founder Nik Storonsky and Steven Bartlett. This activation demonstrates the power of hybrid events, where digital and in-person audiences come together for immersive, multi-dimensional experiences.
