When hot names like Cardi B and Tommy Cash don Chinese designer labels in the same week, that’s when you know China's domestic industry is finally gaining the recognition it deserves.

Cardi B’s metallic dragon thigh-high boots by Windowsen stole the spotlight at the 2025 Grammy Awards on Sunday. Over at Paris Fashion Week Men’s, music artists Cash and Joost Klein turned heads in surreal Xander Zhou clown-inspired ensembles, hot off the Spring 2025 runway in Shanghai.

These moments are not just about eye-catching visuals, they signal a growing crossover between China’s independent fashion scene and the Western mainstream, reshaping global perceptions of avant-garde couture.

Finally, Jing Daily delves into the beautiful Maison Margiela Fragrances collaboration with artist Duoduo Huang as our final Lunar New Year collaboration highlight for the Year of the Snake — one that doubles as a Valentine’s Day celebration, too.

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Xander Zhou x Joost Klein and Tommy Cash #

Details: Full looks for the Doublet show at Paris fashion week men’s, January 26

Social context: On TikTok, “Joost and Tommy Cash” has amassed 38.6 million posts. Tommy Cash and Joost Klein’s Instagram post featuring their Xander Zhou looks has over 215,600 likes.

Verdict:

• Cash and Klein’s playful, often viral antics bring established designer Zhou’s designs into the global spotlight, presenting the independent Chinese designer to broader Western fashion audiences beyond his established industry presence.
• Zhou’s futuristic, gender-fluid aesthetic aligns well with Tommy Cash’s irreverent fashion persona, reinforcing the designer’s reputation for pushing boundaries and embracing subcultural influences in high fashion.
• While the stunt-driven nature of Tommy Cash’s Fashion Week appearances guarantees media coverage, it raises the question of whether Zhou’s work is being engaged with for its design innovation, or simply used as a prop for spectacle.

Maison Margiela Fragrances x Duoduo Huang #

Details: “Memories Imprinted” project of two limited edition artworks to accompany fragrances, January 30

Social context: #MaisonMargielaNewYearLimited (马吉拉新年限定) has 499,000 reads on Weibo.

Verdict:

• This collaboration seamlessly blends Maison Margiela’s avant-garde approach to perfumery with Huang’s experimental textile artistry, reinforcing the brand’s signature themes of memory and sensory experiences. The use of velvet as a medium mirrors the ephemeral nature of scent and recollection.
• By drawing from archival photographs and personal memories of Chinese New Year, Huang’s artwork reflects both collective nostalgia and individual experiences. The incorporation of red velvet for CNY and deep pink for Valentine’s Day strengthens the two pictures’ cultural symbolism while evoking emotions tied to tradition and romance.
• The project extends beyond visual and olfactory elements to a fully immersive experience through installations, limited-edition packaging, and exclusive scented gifts. This approach elevates Maison Margiela’s storytelling, creating a deeper emotional engagement with consumers.

Windowsen x Cardi B #

Details: Metal Dragon Thigh High boots styled as Grammys promotion, February 1

Social context: Windowsen’s Instagram post has some 12,800 likes, and there are 20,115 likes on the official Grammys’ award post. #CardiB has 3.2 million views on Xiahongshu, and #Windowsen has 2.9 million.

Verdict:

• Windowsen’s continued partnership with Cardi B, from the Met Gala 2024 to her custom Grammys look, cements the Chinese designer's reputation in the global fashion industry. With Cardi B acting as an official presenter for the 2025 Grammys, the brand gained further exposure on one of the industry’s biggest stages.
• The engagement numbers across Instagram and Xiaohongshu highlight the brand’s growing traction in both Western and Chinese markets. However, Cardi B’s past comments at the Met Gala, referring to Windowsen’s designer as “Asian and everything,” sparked discussions on cultural recognition, signaling both increased visibility and the ongoing challenges Asian designers face on a global scale.
• By consistently creating viral, avant-garde looks for high-profile celebrities, Windowsen is positioning itself as a go-to couture house for bold, futuristic fashion statements, paving the way for more Chinese designers to gain mainstream luxury status.