Shanghai Fashion Week’s unexpected collab stars: Ketnipz, Pfizer

Shanghai Fashion Week is fully underway, with highlights including high-end streetwear brand StaffOnly debuting a collaboration with renowned cartoonist Ketnipz. Also at the 10-day long event, in an unusual move, pharmaceutical and biotechnology company Pfizer collaborated with designers to raise cancer awareness. “By using clothing as an extension of the body and a metaphor, this event showcases the development process of the world’s two most common cancers – breast and lung cancer – in a tangible way,” Li Jinhui, General Manager of Pfizer’s Hospital Emergency, Hematology, and Rare Diseases Business Unit in China, said at the show. “Through this approach, we aim to raise public awareness about the importance of early diagnosis and proactive screening, so that we can save more lives sooner,” he added. This week’s collaboration spotlights include thriving emerging talent Dingyun Zhang, who started his career at Yeezy. Kanye West’s brand might have moved on from Adidas, but that’s not stopping Zhang from partnering with the sportswear giant on a second collection. Subscribe here to receive these updates in your inbox every Tuesday. StaffOnly x Ketnipz Details: Collection, Spring 2025 Social context: Ketnipz has 3.6 million Instagram followers, and #ketnipz has 3.2 million reads on Xiaohongshu, where its official account has 21,800 fans. On Xiaohongshu, #staffonly has 437,600 views, and on Instagram it has 15,700 followers. Verdict: Incorporating the work of Ketnipz illustrator Harry Hambley, Staffonly merges fashion and art to open up a new realm of creative expression. It’s the first China collaboration for Hambley, yet the two names share a playful identity that combines well. For StaffOnly, this is great exposure to Ketnipz’s millions of fans across the globe, bringing the brand to the attention of a new set of consumers. Simultaneously, it elevates Ketnipz’s merchandise, bringing the artist’s famed Bean character onto clothing and accessories. From “Bean” bags, to charms, and sweaters featuring Hambley’s illustrations, this cartoonish collab is sure to be a hit across Asia, which is StaffOnly’s main market. Pfizer x F5 Details: Fashion show, October 9 Social context: #Shanghaifashionweek has 400 million views on Xiaohongshu. Verdict: The fashion show highlights a unique intersection of fashion, design, and medical expertise, with each outfit symbolizing the various stages of lung and breast cancer. This collab creatively visualizes the oft-invisible progression of cancer, aiming to raise public awareness about the importance of early detection and prevention, while also emphasizing the emotional toll on patients. It is part of Pfizer’s broader “Outdo Yesterday” campaign, marking its 175th anniversary and 35 years in China. By combining art and healthcare, Pfizer is aligning its public image with innovation, while also setting the stage for future advancements in oncology. It plans to launch 15 new cancer treatments or indications in China by 2030. This is not only a creative way to raise awareness but also a strategic move to strengthen Pfizer’s brand. It serves as a platform to engage potential employees and stakeholders, while continuing the company’s successful partnership with F5 Shanghai, which has delivered positive results in previous campaigns. The event signals Pfizer’s ambitions in China’s healthcare sector, particularly in oncology. Dingyun Zhang x Adidas Details: Capsule and Adidas “Kouza” sneakers, October 15 and October 18, respectively Social context: On Instagram, Dingyun Zhang has 211,000 followers, and on Xiaohongshu, #dingyunzhang has 779,600. Verdict: Cleverly bridging East and West, the Dingyun Zhang x Adidas Kouza was inspired by the Adidas Beijing 2008 Boxing Boot, and was named after an East Asian flowering deciduous shrub, while Zhang brings his brand identity and heritage to the German sportswear giant. The sneakers’ price point of $350 makes them more suited to the fashion-forward crowd, who occupy the realm of luxury athleisure. This draws attention to Adidas’ own higher-end offering, while emphasizing Zhang’s dynamism as a designer. Adidas frequently invites designers to collaborate, tapping various markets by championing local talent. Having also partnered with the likes of Marni, Zhang is one of China’s most exciting designers of the moment.

Shanghai Fashion Week’s unexpected collab stars: Ketnipz, Pfizer

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Published October 15, 2024

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Shanghai Fashion Week’s unexpected collab stars: Ketnipz, Pfizer