China’s Gen Z loves ENG Concept’s Jaded Ldn debut

Though Shanghai Fashion Week ended yesterday, some brands are taking advantage of the fashion industry’s eyes being on the mainland. Leading independent retailer ENG Concept celebrated the launch of Jaded Ldn in China, a Y2K brand that already has a large Chinese Gen Z following. Turning to sportswear, Anta has teamed up with domestic toy powerhouse Pop Mart on dedicated sneakers and toys. Finally, Irish-Cantonese designer Simone Rocha’s much-anticipated embellished Crocs have finally been given a release date. Read on for our verdict on these and subscribe here to receive the Collaborations newsletter to your inbox every Tuesday. ENG Concept x Jaded Ldn Details: Exclusive launch of 2000 Archives collaborative collection, and pop-up installation, March 23 Social context: #ENG has 1.9 million reads on Xiaohongshu, and 1,527 followers on the platform, where #jadedlondon has 25.9 million views, and 4,415 followers. Verdict: After opening an account on Xiaohongshu, Jaded Ldn has tapped multi-brand retailer ENG Concept to enter the Chinese market. It is the first brick-and-mortar space in the mainland to sell the brand’s collection, as well as its archival pieces. Judging by Xiaohongshu data, Jaded Ldn already had a following in the mainland despite only just officially launching there. The Y2K nostalgia that the brand famously peddles is a hit among Chinese Gen Z consumers, who dominate the social media platform. Launching the South Korea-based brand 2000 Archives’ collaboration with Jaded Ldn at ENG Concept is the optimal moment to connect with Asian consumers, as the first collaboration with the market. Also, a pop-up is being held in Seoul, South Korea. Anta x Pop Mart x Molly Details: Molly’s Day collection of Anta footwear silhouettes and toys, March 30 Social context: Anta has 3 million fans on Weibo, and 131,500 followers on Xiaohongshu. Pop Mart has 667,200 followers on Xiaohongshu, where #molly has 194.2 million reads. Verdict: The collaboration between Anta and Pop Mart’s classic Molly's Day series demonstrates a creative fusion of fashion, art, and playfulness. A collection aimed at young Chinese consumers. From a removable acrylic pendant in the shape of Molly TV Show to the sneaker’s spliced tongues forming a TV graphic, the partners have merged the signifiers they are known for in thoughtful design choices. Anta and Pop Mart are both household names in the mainland, so this is a blockbuster collaboration with extensive reach that bridges the sportswear and toy industries. Simone Rocha x Crocs Details: Three Crocs silhouettes, April 10 Social context: The three posts on Simone Rocha’s Instagram (907,000 followers) have garnered around 16,200 likes in total. On Weibo, #SimoneRocha has 43.47 million reads and on Xiaohongshu, 15.4 million. Whereas, #Crocs has 40.47 million, and 486.7 million, respectively. Verdict: After previewing at London Fashion Week Spring 2024 in September last year, Simone Rocha’s embellished take on the footwear is being released – designers are Crocs’ gateway to the runway. The US footwear business has previously released collab versions with Balenciaga and Feng Chen Wang. Simone Rocha’s usual footwear offering sits at a much higher price than Crocs, so this is an opportunity for fans of the brand to access its pieces at a more affordable price. Having recently gone viral for her Jean Paul Gaultier guest-couturier collection for Spring 2024, Rocha is proving that her distinct aesthetic (and cult community), is one that many brands want in on.

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China’s Gen Z loves ENG Concept’s Jaded Ldn debut