Multi-brand high-end store ENG Concept continues to innovate in China’s retail scene, launching exclusive co-branded collections, erecting impressive in-store installations, and hosting major parties for the mainland’s fashion crowd. Its latest initiative is with model, actress, and singer Kiko Mizuhara’s label Office Kiko.
This week’s Chinese brand collaboration column spotlights ENG’s Office Kiko collection, Clot founder Edison Chen’s daughter Alaia Chen expanding into streetwear collectibles, and Peak Performance’s embrace of the Asian square toast craze via a leader in the space.
Read on for our verdict on these, and subscribe here to receive these updates in the Collabs & Drops newsletter straight to your inbox every Tuesday.
Office Kiko x ENG Concept
Eng Concept knows how to attract people to its stores, forever collaborating with the brands that it stocks on limited edition collections. Photo: Office Kiko x ENG Concept
Details: Capsule collection and ACC headphones, December 7 in Chengdu and December 9 in Shanghai
Social context: ENG Concept has 15,600 followers on Weibo and its official hashtag, #EngConceptStore, has 721,000 views, while #Kikoshuiyuanxizi (#Kiko水原希子) has 676,700 views on Xiaohongshu.
Verdict:
As a creative space, Office Kiko frequently collaborates to translate its brand identity into new realms, while celebrating artists and designers all around the world — this collection features prints by Japanese artist Reiji Fukitsu. Now, Office Kiko is attracting China’s fashion-forward fans of Eng Concept.The exclusive collection draws like-minded consumers to Eng Concept store, with both brands sharing similar creative visions, and a love for throwing a great party. Kiko Mizuhara was behind the huge Heaven by Marc Jacobs event in LA earlier this year.From installing a sculpture in collaboration with ERL, to releasing an exclusive clothing line with Misbhv, ENG Concept is forever collaborating to champion the brands that it stocks in innovative ways.
Fragment Design x Alaia x Steiff
The Fragment Design x Alaia x Steiff “Mini Panda Bearry Cute” Key Ring is a mini version of what was released last year. Photo: Juice Store
Details: “Mini Panda Bearry Cut” key ring, December 1
Social context: The hashtag #fragmentdesignxalaiaxsteiff has 492,000 reads on Weibo, and 11,100 on Xiaohongshu.
Verdict:
One year on from the official “Panda Bearry Cute” teddy bear toy, Clot founder Edison Chen’s daughter Alaia Chen has released a second drop with a keyring version.Sporting the Steiff tag in the ear, the bear combines the streetwear and toy collectible markets as a playful gesture for the holiday season. As a celebrity herself, Alaia has a solid fan-base online that follows Edison’s moves in streetwear, so this crossover rides on that.Currently, the most popular Steiff bears listed on resale site StockX are created by collaborations, including from the likes of Girls Don’t Cry, Supreme, Fragment, and Bearbrick. Perhaps, this latest offering will join the gang.
Tooos Bakery x Peak Performance
Fans of the Tooos Bakery x Peak Performance collab have shared social media photos. Photo: 丁一晨DYC on Weibo
Details: Four exclusive flavors of mini toasts
Social context: On Xiaohongshu, Tooos Bakery has over 1,000 followers. On Weibo, #PeakPerformance has 13.47 million reads.
Verdict:
Chinese consumers flock to Tooos Bakery specifically for its square toast, so Peak Performance is capitalizing on that popularity with this collaboration.With this move, the Swedish outerwear brand shows how localized brand collaboration strategies can effectively engage with specific market segments — this project is a fun way for the brand to promote the Helium Extreme Jacket and star in multiple social media posts in the mainland.Thanks to China’s square toast craze, Tooos Bakery has become a vehicle for Western brands, from Burton to Slam Jam and Salomon, to creatively reach Chinese consumers.
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