The Collaboration Playbook: Choosing partners that build long-term value, not just hype

​The best collaborations do more than co-brand products. Bringing together Melanie Masarin (Ghia), James O’Reilly (Lore Bathing Club), and Blair Pfander (Bobbie) in conversation with Emma Apple Chozick, Founder of gr8 collab, this panel explores how three standout brands have each approached collaboration in crowded categories.

​From hospitality and experiential partnerships to celebrity collaborations and brand-to-brand launches, they’ll unpack what it takes to build collaborations that cut through the noise, reinforce a brand’s identity, and drive lasting cultural relevance.