Reports

    Didu x AD Milano, 8On8 x Asics, and Shang Xia NFTs

    From NFTs with Tmall, to Asics sneakers, Chinese designers are reaping the rewards of brand collaborations for the Spring 2024 season.
    Not often venturing into the brand collaboration space, Didu showcased a rare collab with Add Milano at the PFW show. Photo: Didu/ Fifi Chen & Julien Soulier
      Published   in Collaborations

    Paris Fashion Week ends today, rounding off the Spring 2024 season of shows. One highlight was futuristically sexy label Didu’s presentation, which was accessorized by a capsule collection co-designed with Italian brand Add Milano, including a bag, bomber jacket, coat, and skirt.

    Despite not being on this season’s schedule, Yang Li’s Shang Xia has revealed its Spring 2024 lookbook, as well as a debut non-fungible token (NFT) rolled out in collaboration with Tmall’s Luxury pavilion.

    Finally, we look back to 8On8’s London showcase, which featured another collection with Japanese sportswear dominator Asics.

    Read on for our verdict on these, and subscribe here to receive the Collabs & Drops newsletter insights straight to your inbox every Tuesday.

    Shang Xia x Tmall Luxury#

    Shang Xia enters the metaverse with its first NFT collection, celebrating the carbon-fiber Ming-style chair. Photo: Shang Xia
    Shang Xia enters the metaverse with its first NFT collection, celebrating the carbon-fiber Ming-style chair. Photo: Shang Xia

    Details

    NFT carbon-fiber Ming-style chair, limited to 2,000 units

    Social context

    On Weibo, Shang Xia has 159,000 fans and 12,300 on Xiaohongshu

    ,#

    and the brand's Weibo hashtag #ShangxiaShangxia (Shangxia上下) has 82.68 million reads. But on TikTok, #shangxia has just 280,000 views.

    Verdict

    • While the NFT-space had been fairly quiet earlier this year, fashion month has breathed new life into the space, with fashion brands showing confidence in the opportunities the tech presents.
    • As Shang Xia’s debut collectible venture, this move reflects creative director Yang Li’s quest to make the brand more contemporary and youth-friendly.
    • A reliable partner for the project, Tmall collaborated with luxury brands like Burberry and Coach in 2021 to offer NFTs for Singles' Day (Double 11).

    Add Milano x Didu#

    Add Milano is known for down-outerwear which was brought to Didu's Spring 2024 collection in Paris. Photo: Didu/ Fifi Chen amp; Julien Soulier
    Add Milano is known for down-outerwear which was brought to Didu's Spring 2024 collection in Paris. Photo: Didu/ Fifi Chen amp; Julien Soulier

    Details

    Five runway looks, Spring 2024

    Social context

    On Instagram, Didu has 95,600 followers. On Weibo, the brand has 2,709 fans, and 19,200 on Instagram.

    Verdict

    • Adding experimental styling to the down outerwear brand, Didu is injecting fresh creativity into Add Milano’s offering.
    • Didu, in turn, is aided financially and able to artistically explore the use of more high-tech fabrics — Add Milano’s speciality.
    • An avant-garde presentation of performance fabrics, the collaboration’s products comprise a departure from quiet luxury and highlight athleisure’s potential.

    Asics x 8On8#

    Asics joins 8On8 once more, for a Spring 2024 collection. Photo: Asics
    Asics joins 8On8 once more, for a Spring 2024 collection. Photo: Asics

    Details

    AF GEL-Kayano 14 sneakers, October 8

    Social context

    On Weibo, Asics has 568,000 fans, whereas 8On8 has 31,000.

    Verdict

    • Asics continues to build on its reputation in the mainland, targeting style-led consumers via independent labels, such as Shushu/Tong, and now 8On8.
    • Back in 2022, Peacebird announced a 1.6 million (10 million RMB) investment in Chinese designer brand 8On8 undeniably assisting it in becoming a fixture on the London Fashion Week schedule.
    • The partners first teamed up in 2020 on a China-exclusive collection, and went on to co-release global collections, resulting in improved brand recognition and expansion.
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