I'm not hating on the whole idea of a collab, but BMW definitely gone at it wrong, and some of these "hypebeasts" are defending KITH as if their livelihoods depended on it.
IF BMW collaborated with a designer known for its innovative use of materials, or trend-setting color pallet and design, I don't think 90% of us would be complaining...
Instead of literally no innovation and slapping KITH badges around the car and bastardizing it, you could have done :
Exclusive interior design with ____ Brand, who are known for a certain style like Bottega Veneta with its leather weaves and then not over-do it with BV branding everywhere, the design and material itself speaks to the collab
Innovative and eye-catching new interior color pallet with ____ Brand
Like introducing Burberry's classic or even modernized checks (as an example, BTW Burberry has now gone into street as well and is one of THE hottest fashion brands worn by people sub 30)
So many opportunities, those above collabs would still have the car scream BMW instead of attaching KITH logos everywhere and even removing the ///M at the back and replacing it with ///KITH, this is how you lose prestige as a brand, when collaborators can altar your signature logos and such...
Oh well, different strokes for different folks eh