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The purpose of this study has been to examine how collaborations between clothingcompanies and fashion designers can influence their brands. Our ambition has been todescribe this phenomenon by describing how collaborations can affect and influencethe clothing companies? brand identity, image and positioning. Furthermore, we wantto describe how these collaborations have changed the fashion industry and what thefuture holds for it. We find this topic relevant since collaborations are becoming anadvantage for companies in a competitive industry that is constantly in change. Wehave used a qualitative approach for this study, in which we have conducted seveninterviews with different respondents who are related to the fashion industry or withknowledge of brand management. We choose this qualitative approach to gain adeeper understanding for our studied topic. In the final chapter we present ourconclusions of this study.