Zheng Qinwen’s bespoke Nikes, Ruibuilt’s sex-positivity, and Envision’s first capsule

Paris Fashion Week’s Spring 2025 event is underway, with the schedule starting on a high note thanks to Rui Zhou’s namesake label Ruibuilt. Celebrated as a progressive name in Chinese fashion, her brand amplified its sex-positive messaging with a collaboration with one of the nation’s sex toy companies. In more collab-news this week, Susan Fang has customized some sneakers in an official Nike partnership for 2024 Olympic gold medal tennis player Zheng Qinwen, and Laura Darmon-founded company Envision debuted its first capsule with ex-Blumarine creative director Nicola Brognano. Read on for our verdict on these, and subscribe here to receive this news directly to your inbox every Tuesday. Ruibuilt x Osuga Details: Sex toy, September 23 Social context: Ruibuilt’s Instagram has 131,000 followers, while on Xiaohongshu #ruizhou has 1.6 million views, and #ruibuilt has 643,800. Osuga has just 1,049 followers on Xiaohongshu, but it is sold via Adult Candy sex toy store, which has 280,700 followers. Verdict: Synergy of body positivity and sensuality: The collaboration between Ruibuilt and Osuga blends fashion and sexual wellness, with Osuga’s body massagers reinforcing the body and sex positivity themes in Rui’s “Lingering On” collection. This partnership celebrates self-expression and intimacy, aligning with the empowering tone of the runway show. Innovative approach to fashion and wellness: Rui’s Spring 2025 collection, showcased at Paris Fashion Week, brings together tactile poetry and sensual experiences, with soft fabrics and cut-out designs that explore the connection between the body and nature. This theme is harmoniously complemented by Osuga’s mission to elevate everyday sensual experiences, creating a dialogue between fashion and personal wellness. Cultural and commercial influence: Osuga, a rapidly growing Chinese sexual wellness brand, adds both cultural depth and commercial momentum to the collaboration. Its disruptive approach in China, including a Shanghai pop-up and successful $35.9 million Series A funding round in 2021, positions this partnership as a fusion of fashion-forward design with the expanding global sexual wellness market, particularly in a traditionally conservative market such as China. Envision x Nicola Brognano Details: Capsule, Spring 2025 Social context: While Nicola Brognano doesn’t have a hashtag on Xiaohongshu, her previous brand #Blumarine has 24.4 million hits, and her name dominates that hashtag. Verdict: Streamlining production for emerging designers: Nicola Brognano’s capsule with Envision leverages the platform’s innovative production-to-retail model, created by Laura Darmon to simplify and enhance the production process. Envision helps designers navigate financial and logistical challenges by offering guaranteed production prices and higher margins, making it easier for independent brands to thrive without the usual commercial barriers. Balancing creativity and commerciality: Brognano’s capsule for Spring 2025 embraces a Y2K aesthetic with playful, sensual designs, while Envision provides a structure that balances creative freedom with market viability. By incorporating feedback from retailers and ensuring a curated, limited distribution, the platform helps designers like Brognano create collections that are both commercially successful and creatively fulfilling. Ethical and efficient fashion production: Envision’s approach reduces overproduction and waste by offering targeted distribution and testing new concepts with designer collaborations like Brognano’s capsule. With production based in China and leveraging Darmon’s established relationships with luxury-grade factories, the platform ensures high-quality garments at prices 40% lower than typical luxury brands, giving independent designers a competitive edge without compromising on quality. Susan Fang x Nike Details: Bespoke sneakers for Chinese tennis player Zheng Qinwen, September 23 Social context: On Xiaohongshu, #susanfang has 7 million reads, #nike has 2.1 billion, and #QueenWen (referring to Zheng Qinwen) has 5.8 million. Verdict: Fusion of fashion and athletic performance: The collaboration between Susan Fang and Nike merges fashion innovation with high-performance sportswear in the form of customized V2K vintage trainers for Chinese tennis star Zheng Qinwen. Fang’s signature 3D-printed flowers and intricate embroidered motifs add an artistic and personal touch, enhancing the aesthetic of functional athletic footwear. Symbolism and emotional connection: The embroidered hearts and clover motifs, designed with “love and blessings,” emphasize a deeper emotional connection to the shoes. This customization is meant to symbolize good fortune and personal growth for Zheng, offering a unique, symbolic accessory that reflects her journey both on and off the court. Bridging sports and couture: By bringing Fang’s avant-garde design techniques into a Nike collaboration, this project showcases the integration of sportswear with couture-level craftsmanship. It highlights the growing trend of athletes serving as muses for fashion designers, while also emphasizing Zheng’s rising influence as a global ambassador for both sports and style.

Paris Fashion Week opens with Chinese sex toy collab

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Paris Fashion Week opens with Chinese sex toy collab