NYFW in Chinese brand collaborations

Ending today, New York Fashion Week’s (NYFW) Fall 2025 season served up few showcases from domestic talents, but did include Chinese-American cult favorite Sandy Liang, and smaller emerging names like Shanghainese brand Shao New York. The latter caught attention by collaborating with American wireless sound firm Wisa Technologies to amp up its digital presentation to complement its physical runway. But the most viral Chinese partnership came courtesy of Elon Musk’s mother Maye Musk, who walked the runway for Taoray Wang’s brand Juzui. The “silver influencer” is popular in China — netizens often voice their appreciation for her strength as a domestic abuse survivor and powerful mother of three billionaires — and she has now worked with multiple local brands, such as consumer electronics company Oppo and mattress company Aise Baobao. She even attended Moncler’s Shanghai Genius event alongside Rihanna and A$ap Rocky. Another standout NYFW collaboration came from cartoonish couture king Bad Binch Tongtong, who customized Nike sneakers for his show. Subscribe here to receive these updates straight to your inbox every Tuesday. Bad Binch Tongtong x Nike Details: Bespoke pairs of Nike Air Superfly for New York Fashion Week Social context: Nike’s official post has over 2,000 likes on Instagram, while Bad Binch Tongtong has garnered 99,900 followers on the platform. On Xiahongshu, the designer has 2,700 followers and his hashtag #terrencezhou has 11.5 million reads. Verdict: The collaboration merges Nike’s high-performance athletic wear with founder Terrence Zhou’s avant-garde design approach, transforming the Air Superfly into both a functional sneaker and an artistic expression of movement and effort. Zhou’s narrative-driven approach elevates the shoes beyond mere footwear to wearable storytelling pieces, positioning Nike as relevant at NYFW. By crafting bespoke pairs rather than a mass-produced collection, the collaboration highlights the uniqueness and artistry behind each design, reinforcing the exclusivity and couture-like appeal of this fusion between sportswear and high fashion. Juzui x Maye Musk Details: Musk modelled for the Juzui Fall 2025 show, February 7 Social context: Maye Musk has 701,300 followers on Xiaohongshu, with #mayemusk at 2.2 million views, and she has 503,000 followers on Douyin. Juzui has 22,900 followers on Xiaohongshu, and the brand’s dedicated hashtag has 3.4 million reads. Verdict: Maye Musk, a 75-year-old model and businesswoman, challenges traditional age norms in the industry, reinforcing Juzui’s commitment to inclusivity and modern femininity. Featuring an internationally recognized figure like Musk elevates Juzui’s brand presence beyond China, helping position the label in the Western luxury market. It also leverages her fan appeal, with the star having a larger following than the brand on Chinese social media. The Chinese designer’s NYFW showcase blends East Asian craftsmanship with contemporary global trends. Musk, with her blend of classic beauty and modern relevance, serves as the perfect muse to represent this fusion of heritage and innovation. WiSA Technologies x Shao New York Details: AI’s DVHolo-powered displays of Shao New York’s Fall/Winter 2025 collection, “Shanghai 1930s: Paris of the East, New York of the West,” February 10 Social context: On Xiahongshu, Shao New York has just 13 followers, and the hashtag has 1,800 views. On Instagram, the brand has 1,885 followers. Verdict: Wisa’s Datavault AI’s DVHolo and Adio technologies introduce a cutting-edge way to showcase fashion, allowing audiences to experience Shao New York’s collection through ultra-high-definition 3D holograms and immersive acoustic engagement. This sets a new benchmark for digital integration in luxury fashion. The collaboration aligns with Shao New York’s vision of merging historical elegance with contemporary luxury — the ‘Shanghai 1930s’ collection is presented in a futuristic format. The fusion of holographic displays and real-time interactive content enriches storytelling and consumer engagement. By leveraging AI-driven personalization and digital interactivity, Datavault AI enhances luxury fashion’s experiential appeal while opening new revenue streams. This partnership exemplifies the growing market for next-gen fashion tech, reinforcing the shift toward data-driven, immersive retail experiences.

NYFW in Chinese brand collaborations

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Published February 11, 2025

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NYFW in Chinese brand collaborations