With the Fall 2023 season officially upon us, this week’s Chinese brand collaboration column spotlights disruptive outerwear collections. Emerging talent and ex-Yeezy designer Dingyun Zhang’s eponymous label has released a cartoonishly vibrant Marni collection, which was first revealed at the Fall 2023 show in Tokyo back in February this year.
Also adding to the season’s outerwear selection is Chen Peng and Anta, which have gone viral across Chinese social media with their co-branded collection.
Read on for our verdict on those, taken from the Collabs & Drops newsletter, plus analysis of why American beer brand Budweiser’s new fashion project with local label Xander Zhou is working well in China.
Dingyun Zhang x Marni#
Details
Down-filled outerwear collection, October 5
Social context
The joint Instagram post by Dingyun Zhang and Marni about the global release has amassed 1,166 likes, and Marni’s subsequent posts have upwards of 4,000.
Verdict
- The partnership embodies how independent designers can refresh a brand through creative innovation, bringing their fingerprint to established, potentially dated house codes.
- Gen Z Chinese designer Dingyun Zhang is finding fame via collaboration, having worked with Kanye West for Yeezy, and going on to design a collection with Moncler.
- Marni has demonstrated a consistent approach to collaborations, attracting new consumers and asserting its brand identity in the process. It’s already launched tie-up collections with Uniqlo, Serax, Erykah Badu, Carhartt WIP and No Vacancy Inn this year.
Anta x Chen Peng#
Details
Outerwear collection, Fall 2023
Social context
On Weibo, the official hashtag #Anta|Chenpengjointseries (#Anta|Chenpeng联名系列) has garnered 9.3 million reads.
Verdict
- A leader in China’s sportswear market, Anta is supporting an independent designer while boosting its style capital and demonstrating national pride, which resonates with Chinese Gen Z consumers.
- This is an effective partnership seeing as Chen Peng specializes in outerwear. The pair’s combined forces expand their existing consumer bases.
- An example of how two contrasting brands can find common ground to demonstrate their expertise.
Xander Zhou x Budweiser#
Details
Conceptual clothing collection of jackets, vests, and shirts, and limited edition bottles, presented October 8 to 15 via an exhibition and from October 17 to 30 at a pop-up.
Social context
On Weibo, Budweiser has 4.25 million fans, and Xander Zhou has 2.25 million.
Verdict
- Seeing as Budweiser’s brand identity in the mainland is more elegantly prestigious than it is on the Western stage, a collaboration with a high-end label such as Xander Zhou is not surprising, and it helps enhance the beer producer’s reputation.
- Presenting an exhibition enables both Xander Zhou and Budweiser to benefit from the marketing exposure and cultural capital of being associated with the arts.
- The partnership is a way for Budweiser to connect with its Chinese consumer base, support local talent and champion culture.