The capsule collection concept is widely associated with the fashion and luxury industry. It involves a renowned brand or established designer partnering with a mass-market retailer to create a limited-edition, short-lived series of exclusive items, offered at affordable prices in partner stores. This practice gained significant traction in 2004 with the iconic collaboration between Karl Lagerfeld and H&M.

For the retailer, beyond the financial benefits and increased foot traffic, launching a capsule collection represents a powerful way to enhance its brand image. For the partner luxury brand, this strategy allows it to increase revenue and reach new customer segments, although it carries inherent risks.

The term “capsule collection” stems from the fact that, initially, this series is designed by an entity other than that of its original creator. Sometimes, it involves a collaboration between two luxury brands, as illustrated by the “Giorgio Armani for Bugatti Collection.” However, this concept also manifests itself differently in the field of influencer marketing, with distinct approaches.

A concrete example is a capsule collection of 700 numbered pieces launched in late 2019, the result of a collaboration between a luxury brand and a sneaker manufacturer. This collection is distinguished by its higher prices, offering an alternative perspective to the traditional capsule collection model.