‘Our new limited edition.’ Does this statement still excite us they way it used to, with anticipation of a new and truly special product? Or, as is more likely, do we give a cynical roll of the eyes? The problem is that limited doesn’t necessarily mean limited anymore. We now have a huge market full to the brim with different takes on the limited edition: a safe product trial, a gimmick to try and boost sales or another boring commemoration. It seems crazy that in such a creative and innovative brand world we are often still seeing mediocre or copycat limited edition offers.

Especially because true “limited edition” is still as relevant and insightful as ever; it is the opportunity for a brand to free itself from its everyday expression in a totally new and fresh way to make something special and covetable. Limited edition needs to be redefined and restored to its former glory – not limited but liberated.

We often think about the past and heritage with the limited edition concept, and while it should mark an important or turning point in the life of a brand, it should also be about reconnecting with, dramatizing and amplifying the brand identity and values in a new way. Although the specific brand approach will always depend on the brand DNA, and the best way to work with this, there are 5 golden rules all brands should keep top of mind. I wanted to share and illustrate these with some great new examples of what I see as liberated editions, and unashamedly including two sneaker brands as this is a category that seems to really understand and be embracing this liberated evolution.