Machine-A, Reebok’s love letter to China’s LGBT+ community

Overview Avant-garde, luxury multi-brand boutique Machine-A, has joined forces with Reebok to unveil their latest high-end collaboration, the Reebok LTD collection. This crossover takes a bold stance on gender neutrality, aiming to foster inclusivity towards LGBT+ community and inspire individuals to embrace love in all its forms. At the heart of the collection are the Club C LTD "Trompe L'Oeil" Instapum shoes, which feature subtle gray paint marks on their white surfaces, symbolizing the resilience of love amidst adversity. The collection is now available at Machine-A’s London and Shanghai store, its official site, as well as Reebok European site. Under the guidance of Machine-A's visionary founder, Stavros Karelis, the campaign for this collection features British model and activist Kai Isaiah Jamal, Chinese beauty KOL Ali Beibei. Captured by renowned photographer Leslie Zhang in China, Machine-A’s campaign underscores the intersection of fashion, culture, and identity. Since the fashion retailer expanded to Shanghai in November 2022, it has become a prominent hub for the local fashion community. Netizens’ Reaction Ali Beibei's inclusion in the campaign resonates with the theme of inclusivity, as he is known for challenging traditional beauty standards and pushing the boundaries of self-expression. However, despite positive feedback, the collaboration has not generated significant online buzz, likely due to Machine-A's relatively limited following on platforms like Xiaohongshu. Verdict Established in 2009, Machine-A has earned acclaim in the global fashion scene for its avant-garde curation and commitment to identity inclusivity. Meanwhile, Reebok LTD, launched by Reebok in September last year, was born to be "a playground for creative evolution," with a focus on pushing boundaries and defying conventions. With Machine-A's influential presence in both Europe and China, the Reebok LTD joint collection is poised to captivate consumers worldwide, offering a fresh perspective on gender-neutral fashion and challenging societal norms. Still, the narratives of the collaboration in Chinese are highly ambiguous, not referring to LGBTQA+ communities as its English equivalents. Though the sociocultural context in China is unique, it's crucial to address the discrepancy between the narratives of the collaboration in Chinese and English, ensuring alignment with the values of today's sophisticated Chinese consumers. Additionally reporting by Janice Li

Machine-A, Reebok’s love letter to China’s LGBT+ community

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Published February 22, 2024

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Machine-A, Reebok’s love letter to China’s LGBT+ community