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- Why this hire matters for Starbucks’ cultural push
- From E.l.f. to coffee giant: what Toledano brings
- How collaborations plug into Starbucks’ turnaround plan
- High-profile collaborations that show intent
- Why fashion and beauty make strategic sense
- Elements of a successful partnership
- The limits and risks of collaboration fatigue
- Audience focus: who Starbucks should aim for next
Starbucks has added a new player to its marketing roster, signaling a sharper pursuit of culture-led partnerships. The company has hired Neiv Toledano from E.l.f. Cosmetics as senior marketing manager for fashion and beauty. This move spotlights a deliberate pivot toward collaborations that aim to reignite the brand’s cachet with style-driven consumers.
Why this hire matters for Starbucks’ cultural push
Neiv Toledano will focus exclusively on fashion and beauty partnerships. That dedicated remit is new for Starbucks. Historically, collaboration work lived inside broader marketing teams. Now, Starbucks has a role solely for building fashion and beauty moments.
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The position sits on the Brand Activation team. Candice Beck oversees that group. Beck joined Starbucks recently after roles at Yahoo’s Creative Lab and Chipotle. The hires show Starbucks is layering talent with creative marketing experience.
From E.l.f. to coffee giant: what Toledano brings
At E.l.f., Toledano helped craft buzzy drops with brands such as Stanley and Liquid Death. She said on LinkedIn she plans to fuse passion for fashion and beauty to drive fandom and cultural moments for Starbucks. The language reflects a playbook focused on viral activations and collectible products.
How collaborations plug into Starbucks’ turnaround plan
Since Brian Niccol became CEO in September 2024, he’s pushed an “overhauled approach to marketing.” Reentering culture is a central strand of his Back to Starbucks strategy. The aim is to make the brand feel relevant again across music, sports, fashion and beauty.
Financially, the company has seen a small bounce. Comparable store sales in North America were flat in the most recent quarter. That is a step up from a 6% decline the year before.
High-profile collaborations that show intent
Starbucks’ partnership slate has widened in scope. Recent moves include:
- Diane von Furstenberg limited-edition merch in Asia in 2019.
- Brandon Blackwell sling bottle bags in 2023.
- Zac Posen designing a couture gown inspired by the logo during New York Fashion Week.
- A Fashion Week kickoff dinner with the Council of Fashion Designers of America.
- Farm Rio limited-edition merchandise across Brazil, Latin America and the Caribbean.
- Becoming the official coffee partner for LA28 and Team USA.
- Hosting global listening parties tied to Taylor Swift’s latest release at select cafés.
Some activations were produced with outside consultants and fashion insiders. The goal: create moments that land in both fashion press and mainstream culture feeds.
Why fashion and beauty make strategic sense
Experts say fashion and beauty collaborations can elevate perception. A branded cup or accessory becomes a social signal. It announces taste the way shoes or handbags do.
Eunice Shin, founder of Elume Group, notes that younger consumers—especially fashion-minded women—wield outsized cultural influence. Winning that demographic can ripple through trends and social feeds.
Elements of a successful partnership
Consultants point to a few common traits in effective collaborations:
- Buzz and desirability: The drop must create talk and excitement.
- Real utility or aesthetic appeal. Products should feel useful or stylish.
- An authentic link between partners. Forced pairings feel hollow.
Allison Collins of Consumer Collective praised collaborations that marry novelty with usefulness. She highlighted projects that produce items fans actually want to buy and use.
The limits and risks of collaboration fatigue
Not every partnership lands. As the tactic has multiplied, surprises are rarer. Brands now partner with unlikely allies — even diapers, deodorant and lip balm have shown up tied to beverage brands.
That ubiquity raises a challenge: standing out without appearing gimmicky. The most memorable collaborations feel fresh, not formulaic.
Audience focus: who Starbucks should aim for next
Targeting fashion-forward young women could be a smart play. Shin points to real-world evidence: teenagers flocked to find limited-edition Roller Rabbit cups, proving demand for collectible merch among that group.
Fashion collaborations also help position Starbucks as an elevated lifestyle brand. The built-in prestige of fashion can lift coffee positioning in the minds of trend-focused consumers.
