01/03/2022

EDITOR’S LETTER

As we welcome in 2022, the past year’s collaboration trends can help us forecast what’s to come. KOL fanbases are ruling, as is the warm familiarity of nostalgia marketing and the local-market opportunity of global x China brand crossovers. And most notably, in 2022 artists are seeking commercialization as collabs equal mainstream cultural capital and ultimately, relevance. As Sarah Andelman told Jing Collabs & Drops, “There is no limit on how any brand or artist can collaborate. Now, people get it and want this kind of crossover.”

As always, please send your collab tips and feedback to: collabs@jingdaily.comSadie 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

canotwait x salomon
CANOTWAIT_ shows promise of becoming a streetwear favorite in China with this Salomon capsule. Credit: CANOTWAIT_

WILLIAM CHAN’S FANBASE LOVES CANOTWAIT_ X SALOMON

BRANDS:
CANOTWAIT_ X SALOMON
DATE:
December 30 to January 6
COLLAB BIO:
Less than two years on from its launch, William Chan’s Shanghai streetwear label CANOTWAIT_ has joined globally-renowned sportswear brand Salomon on a limited-edition ski-wear collection.

CONSUMER INSIGHT:

  • On CANOTWAIT_’s Weibo, consumers complimented the purple shade of the capsule, a.k.a. Pantone’s 2022 color of the year. The brand likely incorporated this color purposely as it posted on Weibo with the ‘annual color’ hashtag # #2022年时尚色# which currently boasts 200 million reads and 53,000 discussions.
  • CANOTWAIT_’s consistently impressive online engagement is down to the fanbase of Chan, being a famous singer and actor from Hong Kong. For context: on Weibo, the KOL has 40.5 million followers, and 1.7 million on Instagram. Having only launched in 2020, the brand is a leading example of how to quickly conquer China’s Gen Z fashion scene through KOL fans. launch, William Chan’s Shanghai streetwear label CANOTWAIT_ has joined globally-renowned sportswear brand Salomon on a limited-edition ski-wear collection.

INSIDER TAKE:
Anaïs Bournonville, luxury marketing director for Shanghai-based Gentlemen Marketing Agency, said, “After criticisms about its lack of creativity, CANOTWAIT_ tapped into the growth opportunities offered by the 2022 Beijing Winter Olympic Games. On Tmall, winter sports equipment sales increased by 140 percent YoY in the first hour of 11.11 sales. This collaboration with Salomon is definitely a game changer to tackle the winter sports market with a larger and more established brand. CANOTWAIT_ not only unlocked a new sales potential with ski lovers but also communicated its core values: love, goodwill, and playful creations. This co-branding campaign can definitely give CANOTWAIT_ a new positioning of luxury and desirability due to the very limited edition and high exposure enabled by the +174K Salomon’s audience on Weibo.”

GLOBAL COLLAB SPOTLIGHT

Analysis of a recent release that has sparked global conversations

huf x steven harrington
Doobie the Skate Rat is a brand new character by Steven Harrington for the 2021 HUF drop. Credit: HUF

COLLECTOR WORLDS CLASH: HUF X STEVEN HARRINGTON

BRANDS:
HUF X STEVEN HARRINGTON
DATE: December 30
COLLAB BIO:
As the main character of the HUF x Steven Harrington collaboration which came out in August, 150 “Dooble the Skate Rat” custom vinyl figurines sold out within minutes. Their original price being $375 USD, now available on eBay, priced between $999 USD and $2K USD.

CONSUMER INSIGHT:

  • The joint force of Harrington’s collector-base and HUF’s loyal skate fans has made response to this collaboration really positive. It was expected to sell out quickly, but people were surprised that it was in a matter of minutes.
  • Some critiqued how quickly the figurines sold, with one Harrington-collector stating, “If you can’t handle drops, don’t do them.” However, as HUF hosted a giveaway of signed decks for those that missed out, it redeemed online sentiment toward the collaboration.

EXPERT TAKE:
London-based textiles designer Joe Harris has a keen interest in both skating and fashion; he told Jing Collabs & Drops, “Over the past few years, we’ve seen a big shift in streetwear brands getting in on the whole ‘lifestyle’ vibe, magnified by people spending more time indoors because of lockdown. HUF is likely trying to capitalize on the popularity of collectibles over the past couple of years, like that of KAWS.” Amplifying the collaboration’s relevance, the crossover of two pop culture names makes these sought-after pieces among Gen Z and Millenials who consume to carve their identity, such as skaters and art collectors.

VIRAL COLLABS: BY THE NUMBERS

Measuring the latest trending partnerships via consumer behavior and global conversation

LYST DATA

THE VERDICT

For all three trending collaborations, the first drop(s) earlier in the year attracted more attention than the later releases. The most consistent is Supreme x The North Face; unsurprising as the former is a professional hype-generator, known for its exemplary phased release strategies.

  • Supreme x The North Face is one of the skateboarding brand’s longest-standing partnerships, dating back to 2007, honoring The North Face’s contribution to streetwear history. Some consumers are tired of it, but the figures show it’s still one of the most-talked-about.
  • Tapping into Studio Ghibli‘s fanbase via a limited edition capsule collection on January 7 —featuring Spirited Away characters — is a clever move for luxury French label Loewe to reach new consumers, especially in Asia. Spirited Away is the second highest grossing anime feature film made in Japan.
  • It’s been a year since Fear of God founder Jerry Lorenzo officially partnered with adidas to lead adidas basketball’s creative and business strategy globally, yet Lorenzo went viral on December 22 for wearing a piece that suggests the two brands will be releasing a collection together. Three photos of the creative director wearing a double-logo hoodie was posted on his official Instagram account with 1.3million followers.

JING DAILY’S MODERN COLLECTIBLES

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

MODERN COLLECTIBLES

PATRICK CHURCH

NYC-based artist Patrick Church helms his eponymous clothing brand which features designs sporting his colorful statement paintings; his work is the ultimate blend of fashion and art.

MODERN COLLECTIBLE COLLAB:
STEPHEN SPROUSE X LOUIS VUITTON

THE STORY:
In 2001, Marc Jacobs, then-creative director of Louis Vuitton, invited his friend Stephen Sprouse to freehand graffiti over a Louis Vuitton collection, calling it “anti-snob snobbism.” The vibrant clash of logos caused so much hype that another collaboration was released, by popular demand, in 2009.

THE IMPACT:
“Looking back it’s easy to see this moment as a pretty pivotal time in my life; a designer, who I idolized like a celebrity, took traditional luxury and infused it with very contemporary art, completely changing my idea of what both of these things could be. I relate to this within my own work, especially when painting my designs onto one of a kind luxury items such as Hermès Birkins and Louis Vuitton bags.”

IN THE SPOTLIGHT

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

COLLAB TRENDS 2021

THE COLLABS & DROPS KEY TAKEAWAYS OF 2021

2021 was the year Gucci merged with Balenciaga, Fendace happened, luxury embraced NFTs, and Tiffany & Co. got Supreme-ified. In short, collaboration news dominated the zeitgeist. Amid all the noise, Jing Collabs & Drops highlighted those that generated global conversations over the past five months, and here are the key takeways:

  • Brands need KOLs and not the other way around
  • Childhood nostalgia is trending
  • Global brands need Chinese labels
  • Artists want commercial collaborations

ON OUR RADAR

Jing Daily’s collabs-to-watch this month

  • LILY X OSWALD X DISNEY

    Chinese womenswear brand LILY launched its Disney Oswald womenswear collection on December 30 in China.

  • UNDERCOVER X WTAPS

    For the first time in over 20 years, two of Japan’s top streetwear labels are colliding for the “ONE ON ONE” collection, on sale on January 8.  

  • SHUSHU/TONG X CHARLES & KEITH

    Footwear and accessories brand CHARLES & KEITH has partnered with SHUSHU/TONG on a capsule of two pairs of bags and shoes inspired by roses, available on January 11.

  • CLOT X LEVI’S

    Going on sale at JUICE on January 14, the CLOT x Levi’s collaboration is a celebration of China’s “Year of the Tiger”, visually apparent in the print of the denim designs.  

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

GUCCI’S COLLABORATION WITH MARSPER SCORES WITH CHINA’S CULTURAL CONSUMERS On December 23, Gucci announced a new collaboration with Chinese trend IP Marsper (a virtual character which has been substantialized into collectible figurines), bridging the gap between luxury and that of popular culture.

BEHIND ARTISTORY AND DUNHUANG INSPIRATION’S PROJECT TO ANIMATE CULTURAL HERITAGE Centered on 90 Mogao murals, the Dunhuang Trading Card Game contains cards that reveal themselves under cold or warm light, and others that are animated with SenseTime’s augmented reality (AR) technology.

FRESH COLLABORATED WITH POP MART FOR CNY 2022 On December 15, Fresh, the LVMH-owned beauty label, launched a limited-edition product — Kombucha Facial Treatment Essence — in collaboration with Pop Mart’s popular character Molly.

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

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