Subculture branding? Learn from Chinese streetwear

As the boundaries between fashion, art, and storytelling intertwine, reinforcing brand identities, a new wave of Chinese collaborations connects with culture, and consumers, this month. From the local streetwear collision of Roaring Wild x Acéphale Studio’s immersive “Echo: Deep Sea Ruins” collection to Feng Chen Wang’s East-meets-West capsule with Victor Ma and Caelan Moriarty, fashion brands are stepping into their role as a medium of narrative expression. These partnerships go beyond aesthetics, tapping into identity and digital innovation to craft multi-sensory experiences that resonate with a global audience beyond China. Nowhere was this convergence of commerce and creativity more visible than at Shanghai Fashion Week (SHFW), where Disney marked Toy Story’s 30th anniversary with a bold move: enlisting 10 Chinese designers to reinterpret the film’s legacy through nearly 200 pieces of wearable art. This trio of recent collaborations speaks to a larger shift in the fashion industry — where heritage meets experimentation, and storytelling isn’t just in the details, but embedded in the very fabric. Subscribe here to receive the Collaborations newsletter. Roaring Wild x Acéphale Studio Details: “Echo: Deep Sea Ruins” clothing collection, April 3 Social context: On Xiaohongshu (also known as RedNote) the Roaring Wild brand hashtag has 27.45 million views, and #acéphalestudio has 229,500. Verdict: Fusion of art and fashion: The collaboration between Roaring Wild and Acéphale blurs the line between fashion and immersive art, using performance, installation, and design to explore philosophical themes, such as life’s origins and transformation, turning a clothing launch into a multidimensional sensory experience. Nature meets tech: By drawing on deep sea motifs like the “water whistle” and layering them with AR technology and futuristic tailoring, the collection creates a dialogue between tradition and modernity. Likeminded consumers: Both Acéphale Studio and Roaring Wild have cult fanbases that extend beyond China. This tie-up enables them to share reach, considering Acéphale Studio is based in London, and Roaring Wild in China. Feng Chen Wang x Victor Ma x Caelan Moriarty Details: Capsule collection, April 4 Social context: Feng Chen Wang has 188,000 Instagram followers, and #fengchenwang has 3 million reads on Xiaohongshu. Victor Ma has 277,000 followers on Instagram, and Caelan Moriarty has 474,000. Verdict: Fusion of diverse cultural narratives: Ma and Moriarty bring their unique backgrounds — Ma’s passion for collectibles and Moriarty's international experiences — to Wang’s designs. This collaboration enriches the collection by blending elements from Los Angeles’ vibrant culture with Eastern symbols. Integration of mythological themes in fashion: The capsule collection draws inspiration from the dragon motif prominently featured in Wang’s Fall/Winter 2025 collection, which itself was influenced by the ancient Chinese text The Classic of Mountains and Seas (山海经). Expansion of brand presence through strategic collaborations: By partnering with artists like Ma and Moriarty and showcasing at international events such as ComplexCon Hong Kong, Wang effectively broadens her brand’s appeal. These collaborations not only introduce her designs to diverse audiences, but also reinforce her commitment to supporting creatives, as well as creating fashion that transcends cultural and geographical boundaries. Disney x 10 Chinese brands Details: Fall 2025 collection with Bokh Xuesong, Chin Chin, JE Cai, Lelales, Li-Ning, Manufacture, Nan Knits, Ponder.Er, Short Sentence, and Zoon9B00 to celebrate Toy Story’s 30th anniversary, March 27 Social context: The hashtag #ToyStory30th has garnered approximately 657,000 reads on Xiaohongshu. Toy Story also posted it to its 554,000 Instagram followers, in a collaborative post with Disney Style (1.5 million) Verdict: Cultural fusion and local talent promo: By partnering with 10 Chinese brands (Bokh Xuesong, Chin Chin, JE Cai, Lelelales, Li-Ning, Manufacture, Nan Knits, Ponder.Er, Short Sentence, and Zoon9B00), Disney effectively integrates the nostalgic appeal of Toy Story with contemporary Chinese fashion sensibilities. Innovative storytelling through fashion: The showcase features some 200 pieces, including 64 fashion looks and nine jewelry designs, marking the first-ever fashion presentation inspired by Toy Story. This approach exemplifies how storytelling can transcend traditional media, offering audiences immersive experiences that blend cinematic narratives with wearable art. Strategic brand positioning in the Chinese market: Disney’s active participation in SHFW underscores its commitment to engaging with the Chinese market by aligning with local cultural events and trends. This strategy not only reinforces the brand’s presence, but also demonstrates an understanding of the importance of localization in global brand management.

Subculture branding? Learn from Chinese streetwear

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Published April 08, 2025

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Subculture branding? Learn from Chinese streetwear