Aside from global headlines of Balmain’s Pokémon collection and Kanye West publicly slamming both Gap and Adidas for reportedly going against contractual agreements, China’s had a quiet week in terms of brand collaborations.
When fashion month starts on September 9, we’re sure to see the nation’s solid set of independent designers embracing other brands for their collections to extend both product categories and marketing reach. But for now, we’re looking at a smaller round-up swayed toward Gen Z.
American brand Lee Jeans’ China-exclusive diffusion line Lee X-Line has released 7Up merchandise; gaming giant Genshin Impact has partnered with Heytea; ACU and Li-Ning have produced a limited-edition sneaker celebrating Chinese heritage; and skate label Avenue & Son has tapped Chinese-favorite French label Fred for a jewelry line — an exemplary move by the Western name to tap into a local subculture.
Adding to all of that streetwear-dominated news, LA-based Starwalk is the latest to jump on China’s pet economy with a collaborative ready-to-wear capsule featuring matching pet accessories on sale in Shanghai.
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LEE X-LINE X 7UP#
LAUNCH DATE:#
September 1
TREND:#
Streetwear x Consumer Goods
VERDICT:#
Enticing Gen Z with fizzy drinks, Lee Jeans' China-exclusive line, Lee X-Line, is made for its teenage consumer base. As an online-only brand, it pushes for exclusivity at an affordable price, which makes this 7Up collaboration a seamless choice as a globally-recognized consumer goods brand.
ACU X LI-NING#
LAUNCH DATE:#
September 1
TREND:#
Local streetwear names celebrating national pride
VERDICT:#
Limited to just 333 pairs, these sneakers are an immediate collector’s item. Featuring a Shan-Shui art print (a traditional style of Chinese painting), the shoes are bound to be a hit with China's Gen Z and millennial streetwear lovers due to their celebration of Chinese culture and limited availability.
GENSHIN IMPACT X HEYTEA#
LAUNCH DATE:#
September 5 to 7
TREND:#
Gaming x Consumer Goods
VERDICT:#
The marriage of two Chinese powerhouses is mainstream magic. Merging household names has naturally been received well, with Heytea's Weibo post currently holding around 13k likes and 3.1k comments. Consumers are known to always queue for Heytea because it's that popular. And, despite only coming out in late 2020, Genshin Impact saw revenue of $2 billion in the first year, according to Sensor Tower. It's a no-brainer collaboration.
FRED X AVENUE & SON#
LAUNCH DATE:#
September 6
TREND:#
Discovering new product categories
VERDICT:#
Parisian jewelry brand Fred might be an unusual choice for popular local skate brand Avenue & Son, but China is one of its largest consumer bases. Back in 2020, the market represented approximately 25 percent of Fred's total sales, so it's a given that it would tap local talent to maintain attention there. As noted in a Jing Daily interview back in 2021, the brand loves collaborating with all kinds of athletes — embracing China's flourishing skate scene is sure to win over Gen Z.
STARWALK SOLDIER X WISDOM PANEL#
LAUNCH DATE:#
August 31 to November 24
TREND:#
Tapping “chongwu jingji 宠物经济” (the pet economy)
VERDICT:#
China's pet brands are increasingly entering streetwear, with Starwalk's latest capsule being presented at a three month pop-up store in Shanghai TX Huaihai. The merchandise includes tees and shorts, as well as leashes and food bowls. In the social media era, matching your streetwear to your dog is clearly of interest to Chinese consumers.
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