Amid fashion month and Mid-Autumn Festival celebrations, creative partnerships and drops have been dominating the month of September. This issue features interviews with the millennial creative behind Fendi’s famous panda cartoon, Oscar Wang, and designer Richard Malone backstage at his LFW show with Mulberry, among other collab features ranging from nostalgic streetwear and pop stars, to NFTs and holiday destinations.
As always, we welcome any feedback and collaboration tips to firstname.lastname@example.org.
—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
Bicester Village Shanghai Taps Their First Trend Ambassador
INTO1 Nattawat Finkler x Bicester Village China
Member of the Chinese boy band INTO1 — which was formed through the Tencent 2021 reality show Produce Camp — Nattawat Finkler (Yin Haoyu or Patrick) is the first trend pioneer ambassador for Bicester Village Shanghai.
- Despite the partnership being China-based, #BicesterVillagexPatrick was trending worldwide on September 6, with 44% of mentions coming from Thailand. The conversations on WeChat were mainly just copy from the press release, yet on Weibo, many posts were made by fans, supporting the collaboration as an extension of their fan loyalty. Finkler’s fans purposely boosted the data performance on social media by commenting and reposting.
- Finkler’s weibo post about this collab attracted 61,000 comments, 207,000 reposts, and 206,000 comments, by only one post; Bicester Village China’s official post of this collab received 29,000 comments, 130,000 reposts, and 175,000 likes, on only one post.
Davy Huang, Senior Consultant at Azoya, a China retail consultancy agency, said the ultimate aim is to attract Chinese gen z consumers. “Bicester Village is essentially a real-estate business — they make money by getting high quality customer traffic to the bricks and mortar stores. As luxury brands are leaning towards younger generation consumers, it makes sense for Bicester Village to partner with young celebrities who are wildly popular on social media. Mixc under the China Resources, SKP, Lane Crawford, Raffles City — these leading shopping mall operator have previously invited pop stars such as Jay Chou, TF Boys, Kun, Mi Yang, Haoran Liu, Jun Gong (Simon) to their malls, and attracted thousands of young people — the economics makes sense.”
GLOBAL COLLAB SPOTLIGHT
Analysis of a recent release that has sparked global conversations
PALACE AND EVISU RESURECT BRITISH CLUB CULTURE
BRANDS: Palace x Evisu
DATE: September 24 in the UK, US, EU, Japan and China
COLLAB BIO: After their first collaboration in April 2020 sold out immediately, Palace and Evisu have joined forces again with a campaign featuring British singer Pa Salieu, musician Joy Orbison and his uncle British drum and bass DJ and record producer Ray Keith; an ode to Evisu’s role in late 90s, early 2000s club culture fashion.
- There has been a positive reaction across both Palace and Evisu’s socials, with people mainly commenting on naughties nostalgia and Ray Keith’s involvement as an icon from Evisu’s street-style heyday.
- Instagrammers are speculating on whether the in-store drop will mean a really early morning and long queues, portraying the level of hype this collaboration has already attracted.
EXPERT TAKE: Streetwear YouTube channel KeezyTV weighed in on the first collaboration, labelling it as “really random” and critiquing the fact that Evisu might be turning into a hype-beast brand, stating that “people are going to jump onto it without understanding it.” Yet through both collaborations with Evisu, Palace has considered the brand’s position within British rave culture through the ’90s and early 2000s by partnering with artists who were central to the era to promote each collection. At a time where nightclubs are open again in the UK, this collaboration championing the UK club scene could not be more well-timed.
VIRAL COLLABS: BY THE NUMBERS
Measuring the latest trending partnerships via consumer behavior and global conversation
The Homer x Prada collab was trending globally, from Japan and Mexico to Uruguay, assisted by Frank Ocean attending the Met Gala wearing Prada and holding a robotic baby dressed in an outfit by his brand, Homer.
Finessing meme fashion, Doja Cat’s Thom Browne look at the VMAs was comically described by the star as a worm costume which was the central conversation across socials worldwide, triggering most mentions from Spain and the US.
- The main reason that the Jacquemus x Nike collaboration rumors fuelled so many press features and online mentions is because it’s the first footwear collaboration for the French designer who has never hinted to entering the sportswear space.
HOT OFF THE PRESS
Collabs and Drops is honored to feature exclusive interviews around the latest collaborations.
RICHARD MALONE X MULBERRY
In celebration of Mulberry’s 50th anniversary, London-based, Irish designer Richard Malone is the latest to launch his reiteration of their classics, unveiled at his London Fashion week show last night.
The designer told Collabs and Drops: “I immediately asked about the sustainability credentials at Mulberry and we had a lot of crossovers in terms of where we were headed with regeneration and how we support localized making, even their scotch-grain is biodegradable. It made sense and if it hadn’t, it wouldn’t have worked out.” Read the interview here.
OSCAR WANG X STELLA MCCARTNEY
Shanghai-based artist Oscar Wang has just launched a video with Stella McCartney for the 2021 Mid-Autumn Festival, continuing his animation series of “Stella and Friends” in China. The millennial creative discussed his cartoon characters, the benefits of collaboration and how luxury needs to be more approachable for Get Z. Read the interview here.
GLENFIDDICH X STEPHANIE FUNG
Glenfiddich, the world’s most awarded single malt whisky, has partnered with digital designer Stephanie Fung to develop and launch a limited-edition NFT fashion collection.
In conversation with Collabs and Drops, Fung said, “I believe collaborations are crucial as a 3D artist. Not only does it help you connect with other creatives within the space but it also challenges you to work with different people and mediums. I really enjoyed this collaboration, we all had the same vision of pushing creative boundaries and bringing together different cultures through creating crypto fashion — they were fantastic at trusting my creative direction with the pieces.” Read the feature here.
BACCARAT X MARCEL WANDERS STUDIO
Baccarat has launched their Harcourt Collection to celebrate the 180th anniversary, featuring a collaboration with Dutch designer Marcel Wanders studio launching on September 21 in Asia.
“This is somewhat of a celebration within a celebration as we acknowledge the relationship we have enjoyed with Baccarat for years. There is a sub layer to our shared DNA that allows collaboration to naturally develop as we begin new projects,” said DA of Marcel Wanders studio Gabrielle Chiave. “With this project, our two brands come together again in a mutually respectful way. Our established relationship is why it works. With the Harcourt Anniversary Collection, we were able to partner seamlessly and find new ways for our brand values of craftsmanship and beauty to align. So, we’re able to reconfirm our relationship, and at the same time, evolve it together. It’s less about establishing Marcel Wanders studio and more about moving forward together on the foundation of success we share.”
JING DAILY’S MODERN COLLECTIBLES
Contextualizing and defining the most sought-after products
DIOR X AIR JORDAN
Date: Fall/Winter 2020
The story: For the Men’s Fall 2020 Runway show in Miami, Dior and Kim Jones partnered with Jordan Brand to unveil the limited-edition Air Jordan 1 High OG Dior sneaker. A collection of ready-to-wear accompanied the collaboration, accessorised with a low version of the Air Jordan 1 OG Dior. “I love mixing together different worlds, different ideas — Jordan Brand and Dior are both emblematic of absolute excellence in their fields. To bring them together in this special collaboration is to propose something exciting and truly new,” stated Kim Jones, Artistic Director of Dior men’s collections.
According to a Women’s Wear Daily interview with Pietro Beccari, the superstar CEO of Christian Dior, five million people signed up to buy the Dior x Nike Air Jordan 1 sneakers.
Selling for upwards of US$20,000 on resale sites like stockx.com, after five million bidders signed up for just 8,500 pairs on sale, the landmark limited- edition Christian Dior and Nike sneaker collaboration cynically exploits fear of missing out — FOMO — a lesson for all luxury brands seeking to market to millennials and Gen Z —Daniel Langer
“Every collaboration we do starts from a genuine connection and desire to expand the dimensions of each brand through creativity and design innovation,” says Martin Lotti, Jordan Brand VP of Design. “Our partnership with Maison Dior will offer a new look into the style of basketball and blend high-end streetwear with luxury fashion. We will pay homage to both brands’ rich iconography and draw inspiration from our heritage.”
ON OUR RADAR
Jing Daily’s collabs-to-watch this month
ACBC X MISSONI
Eco-friendly sneaker brand ACBC has partnered with Missoni to launch the Italian house’s first ever sustainable footwear range; sold in both of the brands’ stores and e-commerce sites from September 16.
G SHOCK X FiSN
To celebrate their first anniversary, streetwear brand FiSN (FUTURE iS NOW) has joined G-Shock for a collaboration series, using the concept of a time capsule; the two designs in pink and silver will drop on September 21 on the WeChat Mini Store.
DISNEY X AIRBNB
Winnie the Pooh’s home in the original Hundred Acre Wood will be listed for two separate stays on September 24 and 25, on Airbnb to celebrate his 95th anniversary. Check out the listing here.
TARGET X MULTIPLE DESIGNERS
Affordable U.S. retailer Target is collaborating with Nili Lotan, Rachel Comey, Sandy Liang and Victor Glemaud on a 180-piece collection; on sale on September 25.
URBAN SOPHISTICATION X CASETiFY
Israeli brand Urban Sophistications is launching a naughties iPhone accessories capsule with CASETiFY on September 28, with a waitlist live already.
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JING’S COLLABS CATCH UP
Check out the Jing Group’s latest coverage on collaborations in China’s luxury industry
- HOW HAS SHANG XIA X POP MART COLLAB TAPPED BLIND BOX ECONOMY? The Social Edition on Jing Daily looks at three campaigns, including Shang Xia’s collaboration with Pop Mart, Michael Kors’ Tmall Super Brand Day campaign, and a NFT mooncake co-released by Chinese metahuman AYAYI and Tmall.
- UBRAS APPOINTS SUPERMODEL LIU WEN AS AMBASSADOR BUT WILL IT PAY OFF? Homegrown underwear brand Ubras announced its new brand ambassador — Chinese supermodel Liu Wen. Nicknamed affectionately “big sister” by netizens, Liu Wen is only the second spokesperson the brand has had after the Gen Z idol, Ouyang Nana.
- IS TENNIS CHAMPION EMMA RADUCANU LUXURY’S LATEST SAVIOR IN CHINA? US Open Winner Emma Raducanu has Chinese heritage, earning the nickname “Dong Bei (north-east Chinese) girl” and gaining 600 million views on a video she posted in Chinese.