Brand Linkups
5 min
TIMØ x KOAJ
The First Time a Fashion Brand Launched Its Collection Through a Music Video
The First Time a Fashion Brand Launched Its Collection Through a Music Video
KOAJ has been the official fashion partner of the Estereo Picnic Festival for over eight years. Every year they launch the official festival collection, set up a store inside the venue, and connect thousands of attendees with pieces that become memories of the event. But in 2026, they decided to do something different: something they had never done before.
To present the official Estereo Picnic 2026 collection, KOAJ didn’t make a lookbook. They didn’t do a photo shoot. They made a music video with TIMØ.
It was the first time the brand united fashion and music through a true co-creation with an artist: not an endorsement where the artist appears wearing the clothes, but a real collaboration where the music and the collection emerge from the same creative process.
The result was an audiovisual piece where the collection didn’t appear as a product. It appeared as part of the narrative, as an element that reinforced the themes of connection and expression present in TIMØ’s song.
TIMØ is one of the Colombian artists who best embodies the festival’s aesthetic: urban, free, with a distinct identity. Their musical and visual universe speaks directly to the young audience that attends Estereo Picnic and consumes fashion differently than previous generations.
A music video that integrates a fashion collection isn’t conventional advertising. It’s content that people consume voluntarily, share on social media, and associate with an emotional experience. That’s exactly the kind of impact brands look for but few know how to build. Estereo Picnic 2026 expected more than 30,000 people at KOAJ’s store during the three-day event. Many of them had already seen the music video before arriving.
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