Maison Margiela x Gentle Monster pop-up opens with Haus Nowhere Shanghai

Running from March 22 to 24, the first ever ComplexCon Hong Kong is almost here. For the debut non-US edition, which will champion streetwear and popular culture, Jeff Staple’s eponymous streetwear brand Staple is marking the occasion with an official Robbi collaboration. Jing Daily dissects the strategy behind those Staple x Robbi collectible figurines below. Also featured in this week’s China brand collaboration spotlights is Chenpeng’s Paris Fashion Week tie-up with equally bold Chinese designer Untitlab, the brand behind BDSM-inspired footwear. Then, we look at the reopening of the newly renovated Haus Nowhere Shanghai, which is celebrating with a multi-sensory experience dedicated to the second Gentle Monster x Maison Margiela collection. Subscribe here to receive this news via our Collaborations newsletter every Tuesday. Staple x Robbi Details: Figure in 400% size ($225) and one 1,000% ($945), March 14 Social context: On Weibo, Robbi has 45,000 followers and the brand's hashtag Robbi[huati] (#ROBBi[话题] has 33,000 reads, while #complexcon has 9.48 million reads. On Xiaohongshu, #complexcon2024 has 718,900 reads, and #complexcon has 2.4 million reads. Verdict: Taking inspiration from Shanghai’s trademark shikumen architecture, the collection of toy figures merges Chinese and Western elements to capture both brands’ essence. Creating a collectible to mark ComplexCon 2024 is a great way for Staple to earn cultural relevance as a streetwear brand. From Chenpeng to Creed, Robbi has firmly made collaboration a part of its growth trajectory, providing it with the ability to extend into multiple subcultures and fan bases. Maison Margiela and Gentle Monster at Haus Nowhere Shanghai Details: Limited-time pop-up on first floor of Haus Nowhere Shanghai Social context: Haus Nowhere has just 90 fans on Weibo, but #hausnowhere has 2.59 million reads, and #maisonmargielaxgentlemonster has 34.83 million reads. On Xiaohongshu, #hausnowhere has 2 million views and 2,190 followers on its official account. Verdict: The Gentle Monster multi-brand space of Haus Nowhere Shanghai has just reopened, so launching with a pop-up dedicated to the brand’s second, newly launched collection will entice consumers, while also spurring the creation of social content. Featuring machinery, and elements relating to time and space, the store is a futuristic projection of both brands’ identities, and acts as an exhibition for the collection. Collaborating with a retailer to provide a multi-sensory journey that promotes Maison Margiela x Gentle Monster is an effective way to directly interact with consumers and promote a collection. Chenpeng x Untitlab Details: Two footwear designs, March 2023 Social context: #chenpeng has 2.1 million reads on Weibo and #untitlab has 6 million. Untitlab's brand account has 25,000 fans on the same platform and Chenpeng has 508,000. Verdict: Chenpeng has become one of Paris Fashion Week’s most exciting emerging talents, producing consistently bold cartoonish womenswear that straddles couture and ready-to-wear. Collaborating with a fellow Chinese brand champions national pride, while leveraging the expertise of Untitlab, an emerging brand that specializes in bold footwear. Having previously shown at London Fashion Week and Shanghai Fashion Week, this is the first time that Untitlab has taken to the Paris catwalk, and Chenpeng made his debut in 2023 — the future of Chinese independent labels is looking bright.

Maison Margiela x Gentle Monster pop-up opens with Haus Nowhere Shanghai

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Published March 12, 2024

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Maison Margiela x Gentle Monster pop-up opens with Haus Nowhere Shanghai