Keep in mind that things can quickly go awry if you don't choose the right partners.
For example, Disney's Maker Studios.
They partnered with popular gaming malaysian numbers YouTuber Felix Kjellberg (aka PewDiePie) in 2014, giving them co-ownership of a multi-channel network that produced videos, apps, and merchandise.
But that partnership came to an end in 2017 due to controversy.
PewDiePie had posted several videos containing inappropriate and deeply offensive content.
When Maker Studio learned of these videos, it cut all ties with the YouTuber.
Although Disney took steps to end the partnership, PewDiePie was already affiliated with them at the time. Which turned the matter into a reputational crisis for the company as well.
A post on X (formerly Twitter) criticizing Disney's partnership with PewDiePie
For best results , work with influencers who fit your brand image. Bonus points if customers already associate them with you.
Let’s say a social media personality who shares your audience demographic is already known for wearing your clothing and has even posted organically about you before. They might be a good fit for an influencer partnership.
On the other hand, someone who has never worn your clothes and has promoted other brands in your space probably wouldn't work well.