Zara x Xi Xing Le: A modern spin on the Year of the Dragon

Overview On January 12, Zara launched a limited-edition collection for the Year of the Dragon created in partnership with Shanghai-based lifestyle brand Xi Xing Le, known for its porcelain. Riffing on elements from Chinese mythology, the collaborators reimagined the traditional dragon symbol, delving into folkloric tales. In traditional Chinese culture, the dragon denotes health, good luck, and strength. The collection incorporates classic Chinese elements like soaring dragons, peaches, and romantic butterflies and covers women's and men's apparel, accessories, home decorations, and tableware. A joint pop-up space showcasing the collaboration, located on Anfu Road, a gathering place for Shanghai's young shoppers, is open to the public until January 21. The collection is stocked in selected Zara offline stores and the label’s official website. Netizens’ reactions Both brands teased "pink dragon" imagery on social media ahead of the collection’s release on January 12. The accompanying short film showcases the dragon character taking in the cultural riches of the Suzhou River and Chenghuang Temple, prompting significant organic social discussion. The hashtag “Zara x Xi Xing Le” has amassed over 723,100 views on Xiaohongshu, generating highly positive feedback from local consumers. However, some netizens wrote that they did not understand the rationale behind the partnership as the collection’s aesthetic is similar to that of Xi Xing Le’s products. Verdict Founded in 2021, Xi Xing Le is a brand dedicated to exploring contemporary Chinese aesthetics. Drawing inspiration from traditional Chinese porcelain, the label fuses craftsmanship with modern lifestyles. The brand’s home collection revamps childhood memories of teapots, porcelain plates, cups, and chopstick holders with exquisite contours and vibrant colors. The visual presentation and creative concept behind Zara x Xi Xing Le is the juxtaposition of traditional and contemporary culture, which aligns with the “new Chinese style” trend, a play on nostalgia for cultural styles and motifs, fused and woven into contemporary wear and lifestyles. Though Zara has not really inserted its brand DNA into the partnership with Xi Xing Le, it has consolidated its cultural relevance in China thanks to this collaboration. This is Zara's third collaboration with a Chinese brand, following partnerships with Susan Fang and Calvin Luo. Joining forces with local creative talents is proving to be an optimal strategy for international brands to enhance their localization efforts. These collaborations not only underscore Zara's commitment to the Chinese market, but also empower Chinese brands to boost global awareness.

Zara x Xi Xing Le: A modern spin on the Year of the Dragon

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Published January 18, 2024

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Zara x Xi Xing Le: A modern spin on the Year of the Dragon