Hennessy’s 1st female fashion collaborator is Shuting Qiu

Chinese New Year may be more than two months away, but Hennessy has been quick off the mark with one of the first collaborations for the Year of the Snake. Shanghai-based Royal Academy of Antwerp alumnus Shuting Qiu has lent her design artistry to a limited edition collection of packaging for the French cognac house. Also in brand partnership news this week, the seventh edition of Shanghai’s China International Import Expo (CIIE) partnered with LVMH for a fifth time, and collab-king Casetify launches League of Legends merchandise once more. Subscribe here to receive our Collaborations newsletter. Shuting Qiu x Hennessy Details: Lunar New Year artwork for packaging of Hennessy VSOP, XO, and Paradis bottles and boxes, November 11 Social context: Shuting Qiu has 3,999 followers on Xiaohongshu, where #ShutingQiu has 720,000 reads, and Hennessy has 16,300 followers and the brand’s hashtag has 2.8 million reads. Verdict: Shuting Qiu’s collaboration with Hennessy for the Lunar New Year collection merges traditional Chinese arts like brocade and embroidery with contemporary design elements. This blend of cultural craftsmanship and modern aesthetics reflects both Hennessy’s heritage and the designer’s innovative approach to fashion. The use of abstract snake motifs in Qiu’s designs draws on the symbolism of transformation and renewal, key themes in both Chinese culture and the craftsmanship of Hennessy’s signature cognacs. As a symbol, the snake shedding old skin aligns with the concept of both personal and artistic reinvention, echoing the aging of the cognac inside each bottle. Fashion design brings a new dimension to the premium alcohol range, extending its reach, producing collectors items, and adding a contemporary element of cultural integrity to the cognac producer’s history. LVMH x CIIE Details: Jointly hosted CIIE event, November 5 to 10 Data context: Some 3,500 exhibitors from 129 countries and regions participated in the 2024 China International Import Expo. A record number of Fortune Global 500 companies (297) attended. $80.01 billion worth of tentative deals for goods and services (up 2% YoY) were inked during CIIE 2024, the event’s 7th iteration. Verdict: The partnership aligns with the growing importance of China as a key market for luxury brands, despite sluggish growth, and signals LVMH’s long-term commitment to strengthening its presence and influence in the region. The launch of the Chinese version of the “Show Me” project, incorporating LVMH’s Institute of Excellence in Crafts, highlights the brand’s dedication to preserving and promoting high-quality craftsmanship. By focusing on handmade art crafts and creative incubation, the initiative supports the development of local talent in design, fashion, and retail, helping to nurture the next generation of artisans and creatives in China. For seven years since its inception in 2018, the CIIE has achieved great success with ever larger attendance and expanding turnover. It has evolved into a symbol of China’s new development strategy. Casetify x ‘League of Legends’ Details: Arcane Season 2 collection of phone accessories, November 9 Social context: On Xiaohongshu, #arcane has 1.4 million views, while #leagueoflegends (英雄联盟) has 2.6 billion views, and #casetify has 420.9 million. Verdict: By targeting the vibrant fandom of the League of Legends (LoL) game and show and its animated series Arcane, Casetify strengthens its position as a go-to brand for exclusive, fan-driven merchandise, offering a unique opportunity to merge tech accessories with the rich narrative and visual aesthetics of Arcane. The collab integrates steampunk elements and LoL’s magical Hextech technology from the Arcane universe, producing visually appealing items that appeal to League of Legends fans and design-conscious consumers. By featuring key characters like Jinx, Vi, Caitlyn, and Ekko, as well as iconic elements such as Jinx’s graffiti and Hextech technology, the collection offers fans a chance to carry their favorite Arcane moments with them. Casetify continues to tap into fan cultures across a plethora of industries, using its products as a blank slate for popular IPs.

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Hennessy’s 1st female fashion collaborator is Shuting Qiu