Some of the most established brands still need to turn to co-branded projects to extend their reach and attract consumers’ attention.
Take this week’s highlights – Creed working with Chinese music artist Benzo, real name Li Daben, and Hong Kong-based digital artist Frank Nitty 3000 for its latest collaboration, and Chinese sports powerhouse Li-Ning teaming up with Shanghai-based artist Oscar Wang for its Paris Fashion Week Men’s show today – for example.
This week’s Collabs & Drops newsletter also zeroes in on luxury bespoke carpet maker Tai Ping, founded in 1956, which recently announced a collection with ink artist Qin Feng.
For our verdict, check out the below, and subscribe here to receive these updates straight to your inbox every Tuesday.
Oscar Wang x Li-Ning
Date: June 20
Product: Concept for Spring 2024 show
Social context: Li-Ning has 287,000 followers on Instagram, 436,000 on Weibo, and 32,300 on Xiaohongshu. Oscar Wang, on the other hand, currently has 23,800 on Instagram.
Verdict: Chinese sportswear giant Li-Ning is presenting its Spring 2024 collection at the Centre Pompidou as part of Paris Fashion Week Men’s.
From Fendi to Daniel Arsham’s Archive Editions and even Netflix, illustrator Oscar Wang is a versatile collaborator, and this Li-Ning project reflects just that.
Li-Ning has shown in Paris for previous seasons, but has not done so since 2020. So, this comeback is an exciting move for China’s sportswear industry. Working with an artist who is often associated with luxury brands enables the sportswear brand to have further relevance on the schedule, too.
Creed x Benzo x FrankNitty3000
Chinese Hip-Hop Artist Benzo and digital artist, FrankNitty3000 have demonstrated the power of cross-industry collaboration with Creed’s latest project. Photo: Creed
Date: June 20
Product: Song titled Creed featuring a cover by digital artist FrankNitty300, dedicated to Millésime Impérial fragrance.
Social context: On Weibo, Benzo has 1.4 million fans, and Creed has 38,000. On Instagram, Creed has 178,000 followers, FrankNitty3000 has 40,600, and Benzo 14,700.
Verdict: Seeing as the Millésime Impérial fragrance debuted in 1995, this collaboration is a way of refreshing the product for a new generation.
Chinese luxury consumers are notably young in comparison to the global average. Twenty-eight-year-old Benzo connects with Gen Z and early millennial consumers, while also enabling Creed to authentically associate itself with China’s music industry.
Following on from the Creed x Robbi launch in January this year, the fragrance brand is evidently drilling down on its China strategy with this project.
An increasing number of luxury brands are opting to leverage music albums and soundtracks to market a lifestyle beyond physical products because it creates a more multifaceted investment for consumers.
Tai Ping x Qin Feng
Qin Feng’s artwork graces Tai Ping’s famous rugs. Photo: Tai Ping
Date: June 13
Product: “Song of Solitude” five rug collection, inspired by Chinese civilization.
Social context: Tai Ping has 20,300 Instagram followers and just 5,230 on Weibo, whereas Qin Feng has 1,173 on Instagram.
Verdict: For luxury bespoke carpet maker Tai Ping, collaborating with an artist like Qin Feng builds cultural capital, boosts innovation, and enhances its reputation for design. Furthermore, it’s a vehicle to connect with its crucial consumer base: China.
With the carpets becoming a canvas for his work, the partnership takes Qin Feng’s art into a new medium, and fuels his evolution as an artist.
The esteemed international ink artist, a founder of Beijing’s Museum of Contemporary Art, is part of China’s avant-garde movement. Yet, as well as celebrating a domestic talent, this collaboration pays homage to ancient Chinese folklore.
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