On February 28, Korean premium eyewear brand Gentle Monster revealed its collaboration with Parisian haute couture house Maison Margiela on China’s social platforms including Weibo, WeChat, and Xiaohongshu. The video teaser features a pair of sunglasses with Maison Margiela’s signature four white stitches on the temples. According to the official announcement, the collection will drop on February 28.
Chinese fashionistas have high expectations for this collaboration thanks to both brands’ strong recognition in the market. On Xiaohongshu, the announcement post collected over 400 likes, with comments showing local shoppers’ positive reactions. User @FashionJaco also shared more details about the collection, highlighting that it will include sunglasses and glasses in several colorways, along with exclusive eyewear cases.
This is not the first time that Maison Margiela has joined forces with other brands. The avant-garde house’s collaborations with Reebok and Samsung were impressively popular with Chinese fashion lovers. Likewise, Gentle Monster is a marketing veteran, especially when it comes to driving hype collaborations. The label has partnered with fashion names such as Alexander Wang, Ambush, Moncler, and Fendi, tech giant Huawei, and online game World of Warcraft.
Both parties share certain similarities in brand positioning and strategies. Starting from their quirky aesthetics, Maison Margiela and Gentle Monster appeal to the young generation of consumers who are getting tired of homogenized design and styles. As the followers of the two brands overlap, the crossover will likely consolidate their loyalty and function as a statement of personal taste.
Moreover, the two have been constantly expanding their target consumers and developing from niche names to more recognizable ones. In addition to opening channels on local online marketplaces like Tmall and JD.com, both have accelerated their physical expansion in emerging cities like Nanjing, Wuhan, and Ningbo. By creating social buzz, the collaboration will help them penetrate a broader online community.