10/04/2021

EDITOR’S LETTER

Over the weekend, the internet went crazy for Balenciaga’s episode of The Simpsons. It premiered at Paris Fashion Week to promote their Spring/Summer 2022 collection, epitomising luxury fashion’s new obsession with being at the centre of popular culture, to become the most viral moment and relate to wider audiences, through collaboration. In this issue, we look at how the marriage of brands can evolve consumer bases, the power of well-chosen KOLs and October’s cross-over launches, from virtual idols to razors. We also introduce the new series of Jing Daily’s Modern Collectibles in which influential voices will talk us through memorable collaborations.

As always, we welcome any feedback and collaboration 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

juicy couture staffonly

JUICY COUTURE TAPS CHINA’S GEN Z WITH STAFFONLY

BRANDS: Juicy Couture x STAFFONLY

DATE: September 24

COLLAB BIO: Shanghai-based, conceptual menswear brand STAFFONLY has designed its first womenswear collection, in collaboration with Juicy Couture; it also marks the first time that the Californian brand has collaborated with a Chinese label.

CONSUMER INSIGHT: 

  • Largely due to the fact that there was no exclusive hashtag on Weibo, consumers participated in limited discussion surrounding this launch. Overall, fashion blogger Viola’s post received some of the most engagement, currently at 1470 reposts, 9141 likes and 3250 comments. Consumer engagement on WeChat was also sparse, yet STAFFONLY’s post with the title “Have a Juicy Day” attracted 805 views and 10 likes.

  • Across Chinese socials, consumers complimented the collection as “cute,” enjoying the “American” and “Californian” characteristics and style of the products, and the campaign’s energetic vibe.

EXPERT TAKE: CEO of China-Focused Digital Marketing Agency QUMIN, Arnold Ma explained that Juicy Couture hadn’t collaborated with a Chinese brand until now because the Semir Group only expanded their scale in the Chinese market in 2020. “The collaboration helps Juicy Couture build its brand image,” said Ma. “The collection represents the theme of a retro ‘California roadside restaurant’, which is one of Chinese female consumers’ favorite fashion styles: vintage.” He continued to explain how domestic brands understand China’s consumers more than anyone, and, he added, “[This collaboration] gives consumers a feeling that Juicy Couture can quickly respond to consumer needs in a timely fashion.”

GLOBAL COLLAB SPOTLIGHT

Analysis of a recent release that has sparked global conversations

LANVIN JAMES ROSENQUIST

LANVIN GOES POP

BRANDS:  Lanvin x James Rosenquist 

DATE: September 23

COLLAB BIO: Lanvin’s Fall/Winter 2021 collection is covered in prints by American pop artist James Rosenquist. The campaign stars supermodel Bella Hadid and music artist Luv Resval, and features Rosenquists’s Yellow Applause (1966), Ultra Tech (1981), Morning Sun (1963) and Through a Glass Ceiling (2004).

CONSUMER INSIGHT: 

  • Unsurprisingly, most of the online conversation spurred from supermodel Bella Hadid’s involvement in the campaign, with mentions of Lanvin increasing by approximately 850 percent on the day that she posted a shot from the campaign on her Instagram profile.

  • Many mentions also came from fans of up-and-coming French rapper Luv Resval. People marvelled at how Resval has evolved from being an emerging rapper to a muse for Lanvin, although some expressed that they were not surprised because he looks like a classic male model.

  • In general, Hadid and Resval dominated the limelight for this collaboration, with little-to-no conversation across social media discussing the actual collection. However, Lanvin’s social platforms were met with heart-eye emojis and flames, reflecting a positive response and the campaign imagery was extremely well-received, with multiple re-shares around the world.

EXPERT TAKE: “When done properly, collaborating with artists can recontextualize the brand, reach a new audience, and reaffirm the brand’s values in a way that can resonate with audiences for years to come,” AndArt Agency’s Sabina Apostoloff told Collabs and Drops. The creative agency associate defined the Lanvin x Rosenquist collaboration as a reintroduction of the artist’s work, tapping into a new audience and also putting Lanvin on the radar of Rosenquist collectors and enthusiasts.

VIRAL COLLABS: BY THE NUMBERS

Measuring the latest trending partnerships via consumer behavior and global conversation

TRENDING CONVERSATIONS
  • The two Versace x Fendi or “Fendace” collections, where the creative directors swapped roles during Milan Fashion Week, drew comparisons to the Balenciaga x Gucci, Kering-on-Kering collaboration earlier this year, yet Versace and Fendi hail from the competing houses of Capri Holdings and LVMH. Attendees and supermodels, from Naomi Campbell and Kate Moss, to Dua Lipa and Gigi Hadid activated widespread online mentions.

  • We expected nothing less from mega-influencer Kim Kardashian’s shape-wear label: the Megan Fox and Kourtney Kardashian x SKIMS campaign “broke the internet,” launched at optimum timing just after the two went viral introducing their boyfriends’ performance at the VMAs and sharing a bathroom selfie. Kim’s tweet of the campaign photos currently has 22k retweets and 161.9k likes.

  • Across social media, people critiqued the Fortnite x Balenciaga as ridiculous yet it still attracted positivity for humor. Many commented that they no longer play the game, implying decreased popularity and relevance, and others criticized Fornite for becoming an advert. It also appears that meteoric pricing is the trending conversation whenever Balenciaga collaborates with a brand, whether that’s in gaming or fashion, although a lot of users enjoyed the players’ new “drip.”

JING DAILY’S MODERN COLLECTIBLES

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

IOLSI EDWARDS
Photographer and director of the HighFashionTalk platform (@hftgroup), Edwards has carved a devoted online community of fashion fans, steering thoughtful conversations about the industry.

MODERN COLLECTIBLE COLLAB:
A-Cold-Wall x Dr Martens 2021

THE STORY:
“A-Cold-Wall previously collaborated with Nike, which is part of the same group as Dr Martens, however it had been a while since they released anything. During that break, A-Cold-Wall evolved and so had their customer. So, a pair of Nike collabs, though they’re always a staple in their wardrobes, wasn’t all that we wanted. Instead, Dr Martens was a natural evolution. It also happened to be Dr Martens’ 50 year anniversary for which they did a number of collaborations throughout the year with high-profile brands and entities; they were all pretty cool, but from just looking at them you can tell that A-Cold-Wall’s creative director Samuel Ross stuck to his guns in terms of the development he wanted to give his customers, which is one of the most important elements of collaborating in the fashion world these days.”

THE IMPACT:
“In a world where too often these days a collaboration means a different colorway or a different logo slapped on shoes, Ross ensured that he gave his followers what they wanted, which is a fresh concept and something that plays with the structure and functionality of the shoe. From talking to him, Ross painstakingly sampled the shoe to the millimetre to ensure that they were perfect, replacing the laces with a more modern and industrial zip, and including panels inspired by Corbusier’s shapes as guards for them. It’s not reinventing the wheel, but bringing a classic industrial Dr Marten silhouette to the contemporary and expressing it within ACW’s vocabulary is a master case study in collaboration.”

SPOTLIGHT ON

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

ERIC HAZE JIMMY CHOO

ERIC HAZE X JIMMY CHOO

After over 30 years in the art industry and a collaboration-packed CV, Eric Haze has finally brought his imprint to luxury fashion, set to launch a collection with Jimmy Choo on October 11. Crossing the industries of art collectors and luxury fashion consumers, the collab denotes an era of colliding fan-bases and proves the power of combining two diverse signifiers within popular culture.

ON OUR RADAR

Jing Daily’s collabs-to-watch this month

  • GQ CHINA X COACH CHINA X ZK BOX

    Six limited edition NFT artworks inspired by Coach’s Fall 2021 collection are being released by GQ China and minted by Singapore start-up ZK Box on its platform. The September 24 announcement marks Coach’s first NFT venture, following on from labels like Gucci, Burberry and Louis Vuitton.  

  • CHRISTIE’S X RADIOHEAD

    From October 5 to 19, six of Stanley Donwood’s paintings for Radiohead, ranging from 1999 to 2001, will be part of Christie’s first open online-only sale. Drawings, lyrics and digital art by Donwood and Radiohead’s lead singer Thom Yorke will feature with the paintings.  

  • HARRY’S X GHOSTLY

    American razor brand Harry’s is releasing a limited edition set in collaboration with U.S.-based independent record label and art brand Ghostly international on October 6 via both of their retail sites. The glow-in-the-dark purple razor and black design reflect trends of nostalgia and escapism, which trendforecasting agency WGSN predicts for post-pandemic life.

  • NINJALA X HATSUNE MIKU

    Owned by GungHo Online Entertainment, multiplayer video game Ninjala is collaborating with popular virtual idol Hatsune Miku, alongside her friends Megurine Luka, Kagamine Rin, and Kagamine Len. The game will have special cosmetic outfits and features from October 6 to November 7.  

  • SHU UEMURA X HELLO KITTY

    Japanese cosmetics brand Shu Uemura is releasing a Christmas collection with Hello Kitty, launching worldwide in three releases. The line of over 10 products will be drop in limited quantities on different dates, but currently the China and Taiwan sites state that the collaboration goes on sale on October 10.  

  • GUCCI X HOT WHEELS

    In celebration of the Italian house’s 100th anniversary this year, Gucci is collaborating with Mattel Creations’ Hot Wheels on a replication of the Gucci Cadillac, which was originally released with General Motors in the 1970s. The Hot Wheels x Gucci Cadillac Seville collectible will go on sale on October 18 on both of their D2C sites.  

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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