Jackson Wang joins Mobolaji Dawodu for latest collection

From collaborating with Italian furniture brand Cassina a few months ago, to now inviting GQ fashion director Mobolaji Dawodu to design a collection, Jackson Wang’s Team Wang is stepping up the celebrity-owned brand game in China. Below, we delve into that collaborative collection, along with Casetify’s latest with tie-up with Shanghai florist Wilde, and Melting Sadness’ Thailand debut with Bangkok shoe store Carnival Warehouse. Subscribe here to receive the Collaborations newsletter to your inbox every Tuesday. Jackson Wang x Mobolaji Dawodu Details: Team Wang “Sparkles – I See The Lights” streetwear collection, July 20 Social context: Team Wang has 160,000 followers on Weibo, and 61,900 on Xiaohongshu, where #Iseethelights has 938,900 reads. Verdict: The collection marks a significant shift in Team Wang’s design aesthetic. It moved away from its traditional black palette, introducing vibrant colors and dynamic lights. Dawodu’s influence as a seasoned fashion stylist brings a fresh and innovative perspective, enhancing Team Wang’s visual storytelling and appeal. Dawodu’s extensive experience as a fashion director at GQ and his unique style elevates Team Wang’s fashion narrative. His ability to blend cultural elements with contemporary fashion trends complements Jackson Wang’s creative direction. By enlisting Dawodu, Team Wang demonstrates a strategic move to diversify its brand and attract a broader audience. This collaboration highlights the brand’s commitment to growth, as articulated by CEO Henry Cheung – it aims to resonate with existing fans and new fashion enthusiasts. Casetify x Wilde (王尔德花店) Details: “Love Blossoms” collection and pop-up (August 3 to 4) Social context: Casetify has 25,000 followers on Weibo, and 160,500 on Xiaohongshu. The collaboration’s official Xiaohongshu hashtag, #wildefloristxcasetify (#王尔德花店xcasetify, has 22,300 reads. Verdict: The collection integrates Wilde (王尔德花店)’s artistic floral designs into Casetify’s tech accessories, creating products that are not only functional but also aesthetically pleasing. It blends Wilde’s wild and free-spirited floral artistry with Casetify’s modern designs. By releasing the collection close to Qixi Festival, known as Chinese Valentine’s Day, Casetify and Wilde (王尔德花店) are tapping into the occasion’s cultural and emotional significance. The collection’s romantic theme and promotional offers, such as the customized “Wilde Peach Blossom” paper bag and art decoration, enhance emotional connections with customers, making the products more meaningful during this festive season. There are exclusive and tangible elements like the “Wilde Peach Blossom” paper bag and art decoration, enhancing the overall customer experience. These unique, customized items not only add value to the purchase, but also serve as memorable keepsakes, setting Casetify apart from competitors. Melting Sadness x Carnival Warehouse 30 Details: Pop-up in Bangkok, August 3 to 17 Social context: Melting Sadness has 122,000 Weibo followers, and the hashtag #MTSS (Melting Sadness) has 851,900 reads on Xiaohongshu. Verdict: The pop-up event at Carnival Warehouse 30 showcases an innovative collaboration between Melting Sadness, Randomevent, and ACU, providing these brands with increased exposure in Thailand. By featuring exclusive items and installations, the event highlights the creativity and unique identity of each brand, particularly Melting Sadness with its signature Karoro character, enhancing their presence in the international market. Embodied by the dedicated collection of “Carnival Series,” the retail event engages customers through a cohesive narrative that ties together the various collaborative products. The inclusion of themed items like jerseys, graphic tees, and baseball accessories creates an immersive shopping experience, fostering a direct connection with new consumers. Running from August 3 to 17, the limited-time nature of the pop-up store generates a sense of urgency and exclusivity, enticing customers to visit and purchase unique items that may not be available elsewhere.

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Jackson Wang joins Mobolaji Dawodu for latest collection