Laufey talks CNY, 66°North, and Xiaohongshu fandom

Grammy-award winning jazz-pop star Laufey first rose to prominence on TikTok during the Covid-19 pandemic. After her 2022 single Valentine went viral, she built a global career by reimagining jazz for a new generation, connecting with young audiences across the likes of Xiaohongshu (also known as RedNote) to Instagram. Now on her “A Matter of Time” European tour, Laufey Lín Bing Jónsdóttir — known professionally as Laufey (pronounced “lay-vay”) — has amassed 8.3 million followers on Instagram. On Xiaohongshu, her hashtag has garnered a meteoric 30.6 million impressions — for context, fellow Gen Z popstars Olivia Dean has 6.3 million, Beabadoobee has 10.6 million, and Chappell Roan has 19.2 million — alongside a following of more than 600,000. But beyond streaming numbers, sold-out shows, and winning the Best Traditional Pop Vocal Album award at the 2026 Grammys, the 26-year-old Chinese-Icelandic singer-songwriter represents a new kind of creative entrepreneur. From serving as an ambassador for Everlane to launching a new collaboration with Icelandic outerwear brand 66°North on March 10, she exemplifies a generation of artists who extend their intellectual property — and the communities they’ve cultivated — into thoughtful brand partnerships aimed at engaging Gen Z consumers. Each collaboration is rooted in her personal story and sense of nostalgia, whether designing a mug for Moomin or creating a puffer jacket with Icelandic label 66°North. In this interview, she speaks about her latest brand venture, celebrating Chinese New Year, and what it means to grow up between cultures. Jing Daily: What are your highlights of 2026 so far? Laufey: 2026 has felt very great so far. I’m releasing new music, and seeing how deeply people connect to it never stops feeling surreal. Collaborating with 66°North has also been a huge highlight because it bridges my childhood and my present life as an artist. It feels like different chapters of my world coming together. JD: How has navigating Icelandic and Chinese culture and art shaped your creative identity as an artist and designer? L: Growing up between Icelandic and Chinese cultures taught me duality from a very young age. Iceland values emotional openness and storytelling, while my Chinese heritage carries a sense of discipline and reverence for tradition. Artistically, I feel like I live in the space between those worlds. As a designer, it made me very conscious of honoring history while still expressing something personal. JD: How did you celebrate Chinese New Year? L: I was in London for tour rehearsals this year, so I got to spend it around a lot of friends. I called my mom who was with family in China, and it was so nice to speak with her. Holidays on the road can be a little bit strange, but I’m lucky to have my friends and my sister out with me to celebrate these moments. JD: How are your fans on RedNote different from those on Instagram? L: On RedNote, there is a very thoughtful and long-form way of engaging. Fans tend to ask deeper questions and share very personal reflections. Instagram feels more visual and immediate, while RedNote feels more conversational. I appreciate how intentional both communities are in different ways. JD: Growing up wearing 66°North in Iceland, what emotional memories or values did you bring with you into the design process, and how did they help translate personal history into this capsule’s aesthetic? L: I brought a sense of comfort and safety into the design process. Wearing 66°North as a child meant being protected from harsh weather, but it also symbolized adventure and freedom. I wanted the capsule to carry that feeling of being held while still being able to explore. That balance shaped the softness of the silhouettes against the technical construction. JD: Have you always wanted to do fashion brand collaborations, or is this a new concept for you? L: I have always been fascinated by clothing as a form of storytelling. This collaboration felt natural because it was rooted in something personal. It did not feel like stepping into a new world, but rather expanding the one I already live in. JD: What surprised you most about the design process compared to writing and arranging music? L: The level of precision surprised me. In music, you can kind of reshape a melody in any way you want. In design, every adjustment affects structure and wearability. It requires a different kind of thought process about not only asking how this looks but how it performs JD: Do you see fashion as an extension of your artistic world-building? Could this be the beginning of a design journey? L: I do see fashion as part of world-building. The way I dress on stage and in visuals has always been intentional. This collaboration felt like building a physical space people could step into. I am open to where it leads, but it would always need to feel authentic and rooted in my story. JD: You grew up loving the Moomins, which you collaborated with. Do you have any more dream collaborations? L: My collaboration inspired by the Moomins meant a lot because it was tied to childhood nostalgia. Dream collaborations would always revolve around things that shaped me growing up, whether that is literature, animation, or heritage brands. I am drawn to projects that already hold emotional meaning. JD: You toured China in 2024. Do you have plans to return to perform? L: China has been incredibly special to me, especially connecting with audiences who share part of my heritage. I would love to return and play for everyone very soon. This interview has been edited and condensed for clarity and brevity. Jing Daily presents Jing Masterminds — a regular, exclusive interview series profiling today’s most iconic names in art, fashion, commerce and culture. Delving deep into their personal journeys, creative processes, business strategies and societal impacts, the series offers readers an intimate look at the lives and minds shaping our industries.

Sectors

Insights

Company

Laufey talks CNY, 66°North, and Xiaohongshu fandom