10/18/2021

EDITOR’S LETTER

In this issue, the collaborations featured really emphasize the blurring of high and low culture. Our interview with Kenny Scharf, of the ‘80s NYC street art set, clarified just how much public perspective has evolved, as artists are striving for somewhat commercial reputations; the recent news of Kaws x Fortnite says it all. The godfather of art toys, Michael Lau also talked us through his “Modern Collectible,” explaining how, in 2021, sneakers “are being treated with the same perception and value as any piece of artwork.”

We hope you enjoy the data-driven research of Jing Collabs and Drops, and we welcome any feedback and tips to collabs@jingdaily.com.

—Sadie Bargeron, Brand Editor

*All social-listening data featured in this newsletter is in partnership with social media intelligence platform Digimind.

CHINA COLLAB SPOTLIGHT

A 360-degree study on one of the latest China-based collaboration campaigns

BOBBI BROWN X MONOPOLY

BOBBI BROWN ROLLS THE DICE WITH MONOPOLY

BRANDS: BOBBI BROWN X MONOPOLY

DATE: October 1

COLLAB BIO: U.S. cosmetics company Bobbi Brown has launched a China-exclusive collection in collaboration with Monopoly, featuring lipsticks, highlighter, brushes, cleansing oil, moisturizer and an eyeshadow palette.

CONSUMER INSIGHT: 

  • This collaboration gained a lot of attention on Chinese socials, with Bobbi Brown’s Weibo posts receiving thousands of likes for starring Chinese actress Ni Ni and famous idol Junkai Wang. The collection was also mentioned in 22 posts from well-known fashion influencers.

  • On Weibo, consumers wrote about the “shining eye shadow,” “beautiful coverage,” “amazing packaging” and the “rich and chic” appearance, which interestingly contrasted to the opinion of Western consumers on Instagram, who thought that the collaboration cheapened the Bobbi Brown brand — this might be due to Chinese consumers being less familiar with Monopoly in general.

  • On WeChat, there was less discussion seeing as Weibo is the place for influencers to promote products. Even though five shopping malls reported on the collaboration, none of them achieved more than 2k reads. On Xiaohongshu, Bobbi Brown and 33 KOLs posted about it, with a central focus on testing out the products.

EXPERT TAKE: Founder of Essenzia, a boutique marketing agency dedicated to fragrance and beauty, Dao Nguyen said this is an example of nostalgia marketing, which generally appeals to young consumers. “It resonates with Gen Z, who played it in their dormitories,” said Nguyen. “Because it resonates with funny memories, it goes a bit further than the “cute” effect that is generally leveraged with IP cross-collaborations.” The China expert stated that this collaboration strategy has been popular for a few years yet, “The challenge will be to keep finding new, unexpected angles or associations.”

GLOBAL COLLAB SPOTLIGHT

Analysis of a recent release that has sparked global conversations

JUSTIN BIEBER PALMS
https://www.youtube.com/watch?v=tQ0yjYUFKAE Justin Bieber – Peaches ft. Daniel Caesar, Giveon Credit: Justin Bieber/Youtube

BIEBER TAPS BILLION-DOLLAR CANNABIS INDUSTRY

BRANDS:  JUSTIN BIEBER X PALMS

DATE: October 4

COLLAB BIO: Following in the footsteps of celebrities like Joe Rogan and Snoop Dogg, Justin Bieber is the latest to enter the cannabis industry via collaboration, with California and Nevada pre-rolls brand Palms; sales made will support the Last Prisoner Project and Veterans Walk and Talk.

CONSUMER INSIGHT: 

  • Since being announced, this collab has been mentioned all over the world, from Nigeria (4 percent) and India (4 percent), to the U.S. (20 percent) and Brazil (7 percent). It cleverly plunged the artist into the global spotlight just before his new documentary on Amazon Prime Video was launched on October 8.

  • There has been a split response, with some consumers critiquing the fact that there are people in prison for selling weed yet Bieber can publicly release his own, and others discouraged because he is publicly Christian and a large demographic of his users are young people. Interestingly, perhaps due to these factors, the artist didn’t post anything about the collaboration on his any of his social media platforms.

  • Positive feedback was mainly from users referring to the product launch as a smart move, following Bieber’s song lyrics, “I get my peaches out in Georgia, I get my weed from California.”

EXPERT TAKE: According to collab expert and managing director of Global Licensing Advisors, Steven Ekstract, the pairing is a clever and fitting move for Bieber: “Brand marketers understand the power of fan-based marketing, and the successful ones focus on products that are a natural brand extension of the influencers’ lifestyle.” In addition to the launch perfectly relating to his song Peaches, Ekstract highlighted that the cannabis industry is a lucrative one to enter right now, “It’s growing exponentially as more states legalize recreational use, with analysts predicting that the business will be worth $100 billion by 2030.”

VIRAL COLLABS: BY THE NUMBERS

Measuring the latest trending partnerships via consumer behavior and global conversation

TRENDING CONVERSATIONS
  • Unexpected photos of a Fendi x SKIMS collaboration leaked on social media last week but they were quickly removed. The logo-manic bodycon pieces received criticism for a lack of creativity, with an influx of feedback saying it was boring. Whether it was liked or not, online hype was achieved and there is now a lot of anticipation for the launch.

  • Off-White creative director Virgil Abloh recently fuelled interest in the upcoming Nike Air Jordan x Off-White release by answering fans’ questions on an Instagram post by @scollard. Following that, the Nike SNKRS app announced the Nike Air Jordan x Off-White sneaker would drop on November 12.

  • Telfar x Ugg had higher negative sentiment than our other viral collab spotlights mainly because the site crashed due to over-capacity, and it sold out quickly. Telfar’s loyal fanbase ensured that the drop went viral, with the bags being the most popular of the collection.

JING DAILY’S MODERN COLLECTIBLES

In this series, we invite influential voices to discuss noteworthy collaborations: modern collectibles

MICHAEL LAU

MICHAEL LAU

Hong Kong artist Michael Lau is known as the godfather of art toys. The artist’s famous debut ‘Gardener’ collection of 99 figurines dressed in skate and hip hop-inspired streetwear characterizes his career perfectly, as he seamlessly connects popular culture and the art world through collectible toys.

MODERN COLLECTIBLE COLLAB: Nike SB x Michael Lau

THE STORY: Nike SB collaborated with Lau on a sneaker inspired by one of the characters in his COLLECT THEM ALL! 2018 Exhibition in Hong Kong: Salvator Michael. The shoe reflects the exhibition’s theme of exploring the attachment between an art collector and their toys; this is seen in the design features, such as the staples around the midsole, replicating those which mount a canvas to its frame, and the wood crate shoe box that it was sold in. It was released on August 18, 2019, at an event in Shanghai which paid tribute to the late Sandy Bodecker, who was pivotal in creating the vision of Nike SB.

THE IMPACT: “It was my last collaboration with Sandy, the founder of the Nike Skateboarding division and a close friend mine, who passed away in 2018…” said Lau. “I always had a strong connection to the skateboarding community, so from this collaboration, where proceeds went to support the community in China in memory of Sandy, was especially meaningful. The China-exclusive shoes also commemorated my exhibition at Christie’s Shanghai. Over the past five years, I’ve been going back to my roots of painting and these shoes, to me, are a symbol of how artists like myself, who are born more from a street culture background not from the traditional academic background of the art world, are making waves and challenging convention.

I have this saying that “all toys are art, all art are toys,” because to me, no matter what you collect, I believe that it is all art to the beholder (collector) and at the same time they’re toys, providing an emotional comfort to the collector. These shoes stand well to convey this message of combining art and popular sneaker collection culture.”

SPOTLIGHT ON

Collabs and Drops is honored to feature exclusive interviews on the latest collaborations.

KENNY SCHARF DIOR

ARTIST KENNY SCHARF ON THE BEAUTY OF BRAND COLLABS

In conversation with Jing Collabs and Drops, L.A.-based artist Kenny Scharf explained his optimistic approach to collaborating, following a stunning Dior collection for Fall 2021 and his recent Parley for the Oceans surfboard project announced on October 12. The artist also revealed his thoughts on whether his late fellow ’80s creatives Keith Haring and Jean-Michel Basquiat would have actually released all the products that go out in their names today.

Read our interview with Kenny Scharf on Jing Daily now

ANGEL CHEN X CANADA GOOSE

DESIGNER ANGEL CHEN ON HER SECOND CANADA GOOSE COLLECTION

Innovative Chinese designer Angel Chen has designed another capsule with Canada Goose just nine months after her first, set to launch on October 25Jing Collabs and Drops analysed what Chen brings to the 64-year-old brand, and the designer participated in a Q&A on the collection.

Check out the Collabs and Drops Q&A with Angel Chen on Jing Daily now

Judydoll x Dunhuang Museum

EXCLUSIVE PREVIEW: A.A.SPECTRUM X HYDRA DESIGN X AGENCY 11

Jing Collabs and Drops have the pleasure of showcasing an exclusive teaser of the A.A.Spectrum 光谱 Fall 2021 campaign film, created in collaboration with London-based creatives Hydra Design and Agency 11.

ON OUR RADAR

Jing Daily’s collabs-to-watch this month

  • HARVEY NICHOLS X COCOON

    Member subscription service for luxury handbags COCOON has partnered with Harvey Nichols on its first ever pop up in Knightsbridge, London. It started on October 15 and is running until January 15.  

  • LI-NING X RAZER

    China’s sportswear giant Li-Ning has collaborated with American gamer brand Razer, on the Titan Halo sneakers and Razer Opus X headset. Both went on sale on Razer’s Tmall and in select Li-Ning stores in China from October 17.  

  • BEATS X A-COLD-WALL*

    Beats’ Studio3 wireless headphones have been reimagined by A-Cold-Wall*’s Samuel Ross, launched on ACW*’s site on October 15 and on Apple’s official site and other retailers on October 18.

  • ANDY WARHOL X SK-II

    Luxury skincare brand SK-II is launching an exclusive collection of “Pitera Essence Andy Warhol Limited Edition Coffret” on October 20, as a collaboration with pop artist Andy Warhol, licensed by the Andy Warhol foundation.  

  • CANALI X 8ON8

    Chinese founder of 8ON8 Li Gong has designed a capsule with heritage Italian label Canali, out on October 23. The collection combines 8ON8’s futuristic aesthetic with Canali’s refined tailoring.  

  • AVENUE & SONS X VANS

    On October 23, the Skate Sid Vans x Avenue & Sons. sneaker will drop in China. Co-founder of Avenue & Sons. and well-known skater Stephen Khou told Jing Collabs and Drops, “It was very natural, we have been doing stuff with Vans in the past like events, and skaters Xiaoji, Xuzhao and Jeremy skate for both brands so it makes sense that we are doing an official collaboration now.”  

EMAIL US

Interested in featuring your brand collaborations and drops in our newsletter? Reach out to us at collabs@jingdaily.com

JING’S COLLABS CATCH UP

Check out the Jing Group’s latest coverage on collaborations in China’s luxury industry

 

All social media data is sourced from social listening tool Digimind.

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