Bai Jingting, Ma Yansong, and G-Dragon: Chinese fan culture drives collabs

At Fendi’s Fall 2024 show in January, robot-esque yellow and gray sneakers and Peekaboo bags made their debut, products of the brands collaboration with esteemed Chinese architect Ma Yansong and his company Mad Architects. They’re scheduled to launch next month, and are predicted to be a hit among Ma’s thriving fanbase, both in China and across the world. Levi’s is poised to capitalize on stellar fandom as well. It’s collaborating with Goodbai 916, a brand owned and founded by adored Beijing-born actor Bai Jingting. Finally, one of China’s favorite K-pop stars G-Dragon, announced an exclusive sale partnership with Pharrell Williams’ auction platform, Joopiter. Read on for our take on these, and subscribe here to receive news directly in your inbox every Tuesday. Fendi x Mad Architects Details: Peekaboo ISeeU bags and footwear, September Social context: Company co-founder #Ma Yansong has 5.5 million reads on Weibo, and #Mad has 10 million views on Xiaohongshu, dominated by references to Mad Architects. Verdict: Mad Architects’ expertise in fluid, organic structures seamlessly merges with fashion, transforming Fendi’s signature Peekaboo ISeeU bags and introducing the Fendi Mad shoe. The bags showcase a dynamic leather construction that mimics architectural fluidity, while the shoe boasts a streamlined silhouette. Both designs demonstrate architectural concepts translated into wearable art, pushing the boundaries of traditional fashion design. By teaming up with a visionary beyond the fashion industry, Fendi is showcasing its innovative spirit. Cutting and splicing techniques on the bags create a sense of movement and energy, while the shoe’s integrated design redefines conventional footwear contours. By collaborating with Mad Architects, Fendi is distinguishing itself in the competitive luxury market through a unique fusion of fashion and architecture. This strategic partnership not only enhances Fendi’s brand identity, but also appeals to a discerning audience that values Mad Architects’ design philosophy. Goodbai 916 x Levi’s Details: Levi’s collection customized by Goodbai 916, August 23 Social context: On Weibo, Goodbai 916 has 136,000 followers, while founder Bai Jingting has 36 million. On Xiaohongshu, #Goodbai has 315 million reads. Verdict: Drawing inspiration from the Beijing 916 bus route, the collection encapsulates the spirit of urban travel, symbolizing freedom, optimism, and tolerance through design elements like white doves and olive branches. Levi’s heritage is merged with Goodbai 916’s creative vision, exposing the brand to an extensive fanbase, both in mainland China and worldwide (Bai has three million Instagram followers). The collaboration also highlights Goodbai 916’s fresh design language, reinforcing the relevance of both brands. The partnership is popularising the product line through experiential marketing initiatives, including a flash event at the Goodbai Yanqing Road store. Transforming the store into a simulated bus journey, complete with commemorative coins and immersive visuals, the brands crafted an engaging, memorable experience for consumers. G-Dragon x Joopiter Details: “Nothing but a ‘G’ thang: The art and archive of G-Dragon” sale. Bidding takes place September 2 to 10 Social context: G-Dragon appears in over 52 billion posts on Weibo, with more than 1.16 followers on Xiaohongshu, where #GDragon has 6.9 million views. Verdict: Joopiter continues to amplify cultural crossovers, blending K-pop, contemporary art, and luxury fashion through this G-Dragon auction. By offering items that reflect G-Dragon’s multifaceted creativity, the event appeals to a global audience and highlights the growing influence of Asian pop culture in the international market. The auction celebrates G-Dragon’s extensive career and his impact as a cultural icon, curating a selection of personal fashion archives, contemporary artworks, and memorabilia. The event offers fans and collectors a rare opportunity to own pieces of G-Dragon’s legacy. Joopiter’s timing for the auction, coinciding with international art fair Frieze Seoul and exclusive events in South Korea’s capital, is designed to maximize engagement. A preview at Paradise Art Night and a public exhibition at Daelim Museum will also create buzz, drawing in both art enthusiasts and G-Dragon’s fanbase.

Bai Jingting, Ma Yansong, and G-Dragon: Chinese fan culture drives collabs

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Published August 27, 2024

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Bai Jingting, Ma Yansong, and G-Dragon: Chinese fan culture drives collabs