In terms of blogging this word is increasingly becoming less and less meaningful.
Back in the 'good old days' of blogging, when a brand approached you to collaborate it was exciting as meant that you would create something or work on a project together.
We have participated in some great collaborations over the years, from designing a handbag for Matahari Bags, creating a capsule collection for Jaggy Nettle, helping create content for Louis Vuitton's city app, designing t-shirts for Borders & Frontiers, the list is endless. Collaborations should be something that's beneficial for both parties.
These days, emails come into my inbox that promise an exciting "collaboration opportunity!". Upon the reading email the "collaboration" is actually just the brand supply some photos and we feature them on the blog. Sorry, but that's not a collaboration, that's just me featuring you on the blog.
We feature plenty of brands on the blog who come to us and say "Hey, you might like what we do. We'd really love for you to write about us". It's either a yes or a no. That approach is still good.
One brand who understands what collaboration means is Finery London. One of my favourite online destinations, they have hooked up with reknowned makeup artist Isamaya Ffrench to create a capsule collection for the store.
A makeup artist might seem like an unlikely collaborator for a fashion brand, but the former student at Chelsea College of Arts also studied Product and Industrial Design at Central Saint
Martins, before deciding to become a makeup artist.
The collaboration features a handful of beautifully considered pieces from which I snapped up the boots. When I told Prince B I was buying a pair of green boots he asked me if "the toes are going to be curled up?". No darling, the toes are going to have some badass buckles, actually.