Shanghai-to-Paris Didu unveils global New Balance collection

In Chinese brand collaboration news this week, domestic electric car household name BYD has entered the metaverse through Tencent’s PUBG-replacement Game for Peace mobile game. Turning to luxury, award-winning architect and interior designer Steve Leung has co-designed the Baccarat Printemps Bleu Zenith Chandelier with his eponymous design corporation for the crystal manufacturer’s 260th anniversary. And finally, China-born, Paris-based designer Di Du has launched her first sportswear collaboration with her namesake brand, unveiling a clothing and footwear capsule with New Balance. Subscribe here to receive these updates to your inbox every Tuesday via the Collaborations newsletter. Didu x New Balance Details: NB Hyper Sports collection, July 26 Social context: On Xiaohongshu, #Didu has 2.4 million reads, and #NewBalance has 73.5 million. Verdict: Cultural integration and female empowerment: The Didu x New Balance collaboration represents a fusion of Eastern and Western aesthetics, reflecting Didu’s commitment to breaking cultural boundaries and promoting self-love and self-acceptance among women. Incorporating the designer Di Du’s expertise, the collection emphasizes innovative shapes, cuts, and sustainable fabrics. This focus aligns with New Balance’s growing interest in fashion-forward, environmentally conscious products, resulting in a collection that is both avant-garde and eco-friendly. By partnering with Didu, New Balance continues its strategy of collaborating with influential designers and brands in key markets like China. Following previous successful collaborations with local retailers such as Randomevent and Costs, this partnership aims to strengthen New Balance’s presence in the high-fashion segment, appealing to a demographic that values both style and cultural significance. Steve Leung x Baccarat Details: Printemps Bleu Zenith Chandelier Social context: Baccarat has 23,000 followers on Weibo, and Steve Leung has 277,000. Verdict: Drawing inspiration from blue-and-white porcelain porcelain and integrating it with Baccarat’s iconic Zenith chandelier, the Printemps Bleu Zenith Chandelier represents a harmonious fusion of Asian aesthetics and French elegance, celebrating both cultural heritage and innovative design. This collaboration is notable for commemorating significant anniversaries – the 60th anniversary of Sino-French diplomatic relations and Baccarat’s 260th anniversary. By integrating historical motifs from Baccarat’s archives and Chinese porcelain traditions, the partnership honors the longstanding cultural exchanges between the two countries, highlighting mutual appreciation and respect for each other’s artistic legacies. Limited to 60 pieces, this exclusive edition’s symbolism of cross-cultural artistry and elegance enhances its desirability among collectors and connoisseurs of luxury decor. BYD x ‘Game for Peace’ Details: Yangwang vehicle skins in Game for Peace, July 11 Social context: BYD has 2.8 million followers on Weibo. Verdict: By integrating its Yangwang vehicle lineup into Tencent’s popular mobile game, BYD is tapping a younger, tech-savvy audience, thereby expanding its market reach and fostering brand loyalty among gamers. Releasing collaborative vehicle skins, including the regular and upgraded versions of the Yangwang U9, U8, and U7 models, additionally enhances the in-game user experience. Unique color schemes like Agile Purple for the U7, Dragon Stone Green for the U8, and Scarlet Vermilion for the U9 add aesthetic value and personalization options for players. The simultaneous debut of BYD Yangwang’s entire lineup in both Game for Peace and Tencent’s Need for Speed: Gathering highlights a robust cross-platform promotional strategy. This approach boosts brand exposure across different gaming genres, and reinforces BYD’s commitment to deploying innovative digital marketing tactics to showcase its premium new energy vehicles.

Shanghai-to-Paris Didu unveils global New Balance collection

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Published July 16, 2024

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Shanghai-to-Paris Didu unveils global New Balance collection