Back in December 2014 Retail Therapy featured an article on the surprising collaboration between McDonalds and Moschino. As discussed in that article there are potentially huge benefits to combining what at first appear to be wildly different brands. Perhaps most important is the opportunity for the brands to reach out to a new demographic and experiment with new uses of the brand.

Following in their footsteps, it is no surprise then that another food/fashion collaboration is has hit the high street with the release of the ASOS' Wall's Ice Cream inspired s/s range.

The 16 piece line of Walls inspired clothing and accessories including Twister lolly high heels and Feast clutch bags and is the result of the collaboration between ASOS and Unilever. Prices range from £8 - £150. The range will be sold exclusively online by ASOS.

The use of the WALL'S trade mark in each and every product description on the ASOS website is a canny use of the trade mark to reinforce Wall's own brand. The images of the rocket and Feast lollies on the clothing and accessories is an opportunity for Wall's to emphasise, to a wide demographic, that these brands are associated with it.