Yueqi Qi’s Ugg collab hits Tokyo Fashion Week

Despite the country being home to industry greats like Yohji Yamamoto and Rei Kawakubo, Japan’s Rakuten Fashion Week Tokyo is yet to achieve the renown of Europe or New York’s showcases. Though this season’s Tokyo Fashion Week schedule had slightly fewer designers on schedule – running from September 2 to 7 – it did see the debut of another Ugg collaboration from Chinese talent and collab-favorite Yueqi Qi. Meanwhile, New York Fashion Week (September 6 to 11) saw Sandy Liang collaborate with HeyTea on a pop-up, serving up not only limited edition flavors, but merchandise to match. Finally, this week’s collaboration spotlights delve into Chinese rapper MaSiWei teaming up with Bape on a streetwear capsule. Subscribe here to receive these updates via the Collaborations newsletter every Tuesday. Ugg x Yueqi Qi Details: Footwear capsule, October 15 Social context: On Weibo, Yueqi Qi has 24,000 fans, and Ugg has 478,000. On Xiaohongshu, #yueqiqi has 1.96 million reads and #ugg has 507.3 million views. Verdict: Yueqi Qi’s Spring 2025 collection reimagines Ugg’s Classic Mini Dipper boots — the addition of snap buttons, an inverted cowboy boot shaft, and laser-cut flower designs highlight Yueqi’s signature playful imprint, allowing wearers to personalize their footwear. This partnership, debuting at Rakuten Fashion Week Tokyo on September 5, underscores Ugg’s ongoing strategy of aligning with Chinese designers. The brand has previously worked with the likes of Feng Chen Wang, Shuting Qiu, and Susan Fang, reinforcing its global brand presence while tapping into Asian fashion influences. Larger brands’ support of emerging talent is pivotal, enabling them to have the budget to even show at fashion week. By debuting at Rakuten Fashion Week Tokyo, the collaboration capitalizes on the growing influence of East Asian fashion markets and trends, potentially driving both regional and international interest. HeyTea x Sandy Liang Details: NYFW pop-up truck in downtown Manhattan, September 9 and 10 Social context: Heytea has 1.48 million fans on Weibo. On Xiaohongshu, #sandyliang has 1.5 million reads, and #heytea (喜茶) has 1.66 billion. Verdict: The collaboration between HeyTea and Sandy Liang leverages both brands’ strengths to penetrate the US market. HeyTea’s innovative tea offerings and established presence through high-profile collaborations (eg, Fendi, Adidas) complement Sandy Liang’s unique design aesthetic, creating a powerful partnership that appeals to fashion-forward and trend-conscious consumers. This synergy not only enhances brand visibility, but also positions both brands as leaders in blending traditional Asian culture with modern design. By focusing on limited-edition products and exclusive pop-up events, the partnership targets Gen Z consumers who value unique, customizable experiences and are highly influenced by social media trends. The collaboration emphasizes Asian cultural elements through design and product offerings, fostering greater representation and appreciation of Asian creativity on a global stage. This approach resonates with younger audiences seeking authenticity and cultural connection in their consumer choices. The use of a pop-up truck as the centerpiece of the collaboration provides an interactive and immersive experience for consumers, allowing them to sample exclusive tea flavors and explore unique merchandise firsthand. This hands-on engagement, combined with the strategic timing of launches in key locations like New York, and previous successes in Los Angeles and Paris, creates buzz and drives foot traffic. Additionally, the integration of Sandy Liang’s “ballet-core” style and HeyTea’s commitment to quality ingredients reinforces the brands’ dedication to creativity and excellence, enhancing overall consumer appeal. Bape x Masiwei Details: Collection, September 13 Social context: #MaSiWei has 2.78 million reads on Weibo and Bape has 6.5 million. #bapexmasiwei# has 12,000 reads on Weibo. Verdict: The Bape x MaSiWei collaboration highlights the convergence of Chinese hip-hop culture and Japanese streetwear, reflecting the shared values of both. MaSiWei’s distinctive street style and the influence of his roots in Chengdu’s hip-hop scene resonate with Bape’s urban aesthetic, reinforcing the brand’s authenticity within the global streetwear community. MaSiWei’s involvement as the face of the campaign showcases his growing influence as both a rapper and fashion icon. His previous collaborations have been with brands like Hennessy and Clottee. This collection taps into his fanbase, expanding Bape’s appeal to a younger, trend-conscious audience across China and internationally. Strategic positioning in music and fashion: By aligning with MaSiWei, a key figure in Chinese hip-hop, Bape strengthens its connection to the music industry, which is increasingly influential in fashion. The collaboration highlights how both parties celebrate individuality and street culture, while offering a platform for MaSiWei to further cement his reputation as a trendsetter in both the music and fashion realms.

Yueqi Qi’s Ugg collab hits Tokyo Fashion Week

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Published September 10, 2024

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Yueqi Qi’s Ugg collab hits Tokyo Fashion Week