Reports

    Prada announces ‘Blossoms Shanghai’ collection channeling show’s 90s nostalgia

    In China collaboration spotlights of the week: Prada turns to ‘Blossoms Shanghai,’ Melting Sadness gets Casetify-ed, and Estée Lauder partners with Shuting Qiu.
    From fur coats to leather accessories, the Prada x Blossoms Shanghai collection stars designs inspired by the hit Chinese TV show. Photo: Prada
      Published   in Collaborations

    In 2024, entertainment merchandise must stretch beyond logo tees and novelty household objects to truly engage with fans. This week, Prada shows how to capitalize on the way popular TV shows and movies influence style trends with its Blossoms Shanghai collection, which launches this Thursday.

    Other news this week includes Melting Sadness continuing to bolster its rising reputation on the world stage with a Casetify line that follows its 2023 appearance at ComplexCon. Plus details on Estée Lauder’s upcoming International Women’s Day beauty drop with Shuting Qiu.

    Read on for our verdict on these and subscribe here to receive the Collabs & Drops newsletter recap every Tuesday.

    Prada x ‘Blossoms Shanghai’#

    Sketches of Prada x Blossoms Shanghai. Photo: Prada
    Sketches of Prada x Blossoms Shanghai. Photo: Prada

    Details: Collection inspired by the TV series, February 29

    Social context: Blossoms Shanghai’s Weibo hashtag (#繁花) has 2.12 billion reads. Prada hasn’t yet posted to its 3.13 million fans on Weibo. On Xiaohongshu, #Blossoms Shanghai (#繁花) has 1.4 billion reads.

    Verdict:

    • Elevated TV show merchandise: Prada is leveraging the meteoric appeal of Blossoms Shanghai to connect with China’s mainstream public, in the same way it has via collaborating with the Chinese National Women’s soccer team.
    • Looks are inspired by on-screen outfits, from tie-dye printed shirt dresses, orange mohair coats and wool suits, to shimmering skirts, sunglasses, and sandals.
    • Available between February 29 and March 3, it’s a collection designed to generate hype and ultimately become something for collectors, amping up cultural capital for both parties.

    Melting Sadness x Casetify#

    Inspired by the theme "Karoro with Flowers", Casetify accessories have been given a Melting Sadness makeover. Photo: Melting Sadness Weibo
    Inspired by the theme "Karoro with Flowers", Casetify accessories have been given a Melting Sadness makeover. Photo: Melting Sadness Weibo

    Details: Mobile phone cases and accessories, today

    Social context: On Weibo, #MeltingSadness has 30.15 million reads, and #casetify has 54.56 million reads. On Xiaohongshu, #Meltingsadness has 4.8 million reads, and #casetify has 119.3 million.

    Verdict:

    • Chinese streetwear brand Melting Sadness continues to build a presence on the global stage, joining Casetify’s collab-roster of names like BTS, Louvre, The Hundreds, Pokémon, Drake's OVO, and The Met, among so many others.
    • Melting Sadness’ much-loved characters star in the collection, showing how collaboration can accentuate existing brand features.
    • Casetify’s collaboration strategy exemplifies how co-branded releases can tap into a variety of subcultures, reaching many new consumers in multiple markets, and inviting innovative creativity from artists.

    Estée Lauder x Shuting Qiu#

    Estée Lauder's Shuting Qiu-designed collection is arriving in stores soon. Photo: Estée Lauder
    Estée Lauder's Shuting Qiu-designed collection is arriving in stores soon. Photo: Estée Lauder

    Details: Limited edition makeup collection, March 1 (in stores)

    Social context: On Weibo, Shuting Qiu has 161,000 fans and Estée Lauder has 3.44 million. The hashtag for the collection’s Velvet Mist product, #Estee Lauder Velvet Mist Small Gold Tube (#雅诗兰黛绒雾小金管), has amassed 2 million reads on Weibo.

    Verdict:

    • Following in the footsteps of Feng Chen Wang and Shushu/Tong, Shuting Qiu is the latest independent Chinese designer to collaborate with Estée Lauder. The global beauty brand is championing Chinese talent for this crucial market.
    • Estée Lauder Companies (ELC) reported a 7 percent YoY decrease in revenue in the Asia Pacific region for FY 2023, attributable in part to weak sales in the mainland — drilling down on local activations is one way to boost revenue.
    • From Adidas to Ugg, Shuting Qiu is becoming an established collaborator for global brands in the mainland. Available in time for International Women’s Day, this collection is an effective way for Estée Lauder to champion female creativity in China, and generate sales.
    Discover more
    Daily BriefAnalysis, news, and insights delivered to your inbox.