In January 2022, LVMH Luxury Ventures, a venture capital entity of LVMH Group, announced its partial equity acquisition of Aimé Leon Dore (ALD), a New York streetwear brand that was established in 2014. Following this move, speculation grew that ALD founder Teddy Santis might become the successor to Virgil Abloh as the Creative Director of Louis Vuitton. Before this acquisition made the headline, ALD was not widely known to consumers, especially in China. However, the Aimé Leon Dore x New Balance collaboration in 2019 has gained a devoted following and sparked a buying frenzy with unprecedented secondary market premiums, which helped put ALD on the radar and set the stage for the brand’s robust growth in 2022.

The collaboration between Aimé Leon Dore and New Balance stood out in the sneaker market thanks to its minimalist retro design, carefully chosen color palettes, and an apple-shaped basketball icon that pays homage to Teddy Santis’s hometown of New York City, also known as “the Big Apple.” At a time when retro styles are trending, this collaboration emerged as a dark horse, capturing the attention of sneaker enthusiasts worldwide. The popularity of Aimé Leon Dore x New Balance was not just a passing trend, as evidenced by the current resale prices. Even now, shoes from the collaboration are fetching around RMB 3,200 (approximately USD 500), with some sizes and colorways commanding resale values four times higher than their original retail prices. This success has highlighted the explosive potential of a niche fashion IP, but also challenged us to reexamine our perception of “niche.”

Teddy Santis, hailing from Greek roots, was raised in Queens, New York, with no formal fashion education or industry background. His inspiration came from the 90s Hip Hop and American street culture, which he infused into the sophisticated streetwear image of Aimé Leon Dore that embodies diverse hip-hop cultures and European minimalism. Thus, ALD is not just a lucky beneficiary of the trend of retro fashion, but rather, one of the brands that sparked the current retro vibe trend. This is what New Balance recognized and capitalized on. ALD’s mastery of American retro style and its design power effectively eliminated New Balance’s concerns about its less powerful social media presence. Compared to some other brands who were simply hoping to cash in on collaborations with well-known fashion IPs, by partnering with ALD, New Balance was able to become a pioneer in the promotion of retro aesthetics and timeless style, rather than simply following the latest trends. Meanwhile, ALD as a “niche” brand also saw an explosion of publicity and commercial growth.

The moral of this story is that the success of collaboration isn’t always have to rely on established fashion IPs. In fact, a focus on visual appeal and design excellence is more likely to achieve long-term success than a focus on fleeting trends and viral sensations. This is evident in the appointment of Teddy Santis as the Creative Director of New Balance’s MADE in USA series in April 2021. This partnership has gone beyond a marketing campaign with a designer to evolve into a strategic partnership that benefits both brands.

Concept: Live In Balance
Result: Price premium exceeded 400% in the secondary market.

Value: The power of “niche” fashion IP to go viral
Overall rating: ★★★★★

In 2018, KAWS, a prominent American artist, partnered with AllRightsReserved to introduce “KAWS: HOLIDAY,” a new art project that kickstarted its world tour in Seoul, Korea. In January 2022, the exhibition touched down on Changbai Mountain in China, marking its eighth stop. The highlight of the event was the two large-scale COMPANION sculptures that represented a parent and child nestled atop mountainous snowcaps. The harmonious yet conflicting juxtaposition of the sculptures’ playful vibe with the artist’s signature unsettling portrayal offered visitors a unique, artistic experience through the brand’s debut exhibition in mainland China. As a premier outdoor sports brand, The North Face not only sponsored the “KAWS: HOLIDAY” global exhibition but also collaborated with the artist on a new project. Under the leadership of Tim Hamilton, who became the brand’s Head of Global Creative in 2017, The North Face has gained a reputation for its innovative and stylish collaborations. It took five years of careful planning and development for The North Face and KAWS to bring their joint vision to life before the collaboration was officially launched in 2022.

With his signature technique, KAWS added a touch of visual flair to strike a balance between the high-tech performance and utilitarian needs of expedition gear and the latest trends. He also reimagined the iconic silhouettes of TNF’s bestsellers, including the Icons of Exploration line, the Freeride Fleece Jacket, the Nuptse Down Jacket, and the Retro 1986 Mountain Jacket, to showcase the fusion of TNF’s brand heritage and contemporary art. This reflects TNF’s dedication to innovation while staying true to its classic brand identity. Successful fashion collaboration requires mutual understanding, appreciation, trust, and respect, especially when collaborating with artists. Brands must use their technical expertise to reflect the inspiration of art, while artists must skillfully express the brand’s value in their work to enhance its appeal. The North Face XX KAWS is an excellent exemplar of this foundation. In their second collaboration released in October 2022, the camp shoe Thermoball Traction Mule sparked a buying frenzy, with certain sizes commanding up to a 200% premium in the resale market. As the focal point of this collaboration, over 100 million views on China’s social media platform Weibo and nearly a million views on Xiaohongshu. The success of this collaboration demonstrates that the integration of resources is vital, and with a solid foundation of mutual trust and respect, brands and artists can achieve remarkable results.

Concept: Exploring beyond boundaries
Result: Relevant hashtags received over 100 million views on social media.
Value: The exemplar of artistic collaboration—trust, respect, and resource integration for win-win
Overall rating: ★★★★★

Although collaborations between luxury fashion houses and niche brands have become somewhat lackluster, Gucci has brought a refreshing and authentic collaboration to the market this year with its partnership with Palace. Co-created by Alessandro Michele, Gucci’s former creative director, and Palace’s co-founders, Lev Tanju and Gareth Skewis, the collaboration captures the spirit of contemporary streetwear by combining Gucci’s iconic influence on the younger generation with Palace’s distinct style archive. With Alessandro Michele’s departure, this collaboration has become a swan song of fashion collaboration during his tenure as Gucci’s creative head.

The product design of the Gucci and Palace collaboration reflects the current tastes and preferences of the streetwear market and young consumers. The series merges Gucci’s iconic GG emblem and Palace’s distinctive Triferg canvas to create a new monogram that retains the DNA of both brands. It also incorporates popular trends such as blokecore and Y2K, resulting in a refreshing and novel product offering. Notably, the collaboration invited players from other industries to create unconventional and standout pieces, including the V7 motorbike in partnership with motorcycle manufacturer Moto Guzzi and a safe crafted by Conforti. This collaboration also marks a significant milestone for Palace, as it debuts its first women’s wear collection. The overall visual language of the series is highly expressive and theatrical, with a campaign video shot by artist and director Max Siedentopf paying homage to iconic scenes from film and TV shows. The campaign video is a masterful expression of the brand’s playful and quirky spirit. Furthermore, this collaboration was sold in the same vein as many popular streetwear brands, utilizing the “random drop” model. After its announcement, the collection was made available on Gucci’s new e-commerce platform, Gucci Vault, and through pop-up stores located in key cities around the world. This strategic move set it apart from previous Gucci collaborations and demonstrated the brand’s intention to address a longstanding gap in the streetwear market.

Gucci’s pricing strategy for this collaboration is a testament to its ambition to solidify its position in the luxury streetwear market. Despite the premium pricing, the collection’s popularity was evident as many items sold out shortly after release, with some pieces commanding premiums of over 200% in the secondary market. This pricing approach reflects Gucci’s confidence in its ability to tap into new growth opportunities and reach a younger audience through collaborations. It’s a reflection of the high-quality products, creative thinking, and precision marketing that are all interwoven and worthy of examination and emulation by other brands seeking to gain valuable insights and appeal to their audience through successful collaborations.

Concept: “Guccier than Gucci”
Result: Secondary market price premium exceeded 200%.
Value: Meet the preferences of community consumers by specific product planning.
Overall rating: ★★★★★

The limited edition collaboration between Rick Owens and Australian skincare brand Aēsop, which sold out completely on its second day of release in Sydney, is an unexpected yet intuitive partnership. By choosing a brand that appears to be incongruous with Rick Owens’ edgy style for his debut in the skincare and fragrance market, a natural buzz was created. Despite the collaboration not receiving intensive promotion in the Chinese market before its release, the announcement of the upcoming launch caused a significant surge, with Rick Owens seeing a remarkable 2741% day-over-day increase in the WeChat index on March 30. The collection was officially launched on April 1 on Aēsop’s WeChat mini program and was sold out within the same day.

Rick Owens is no stranger to Aēsop, having long been a devoted fan of the brand and publicly expressing his fondness for it on multiple occasions over the years. Along with revamping the product’s packaging design, this collaboration also involves co-creating a new fragrance named “Stoic” by Rick Owens. This provides consumers with a multi-faceted experience from “looking like a Rick Owens design” to “smelling like Rick Owens.” The Stoic fragrance debuted in March at Rick Owens’ Fall/Winter 2022 show in Paris in the form of a dreamy fragrance mist, which immediately sparked a lively discussion. The fragrance was promptly released to the market after the show to capitalize on the buzz. Additionally, the product highlights include custom-developed ceramic beads for scent diffusion. Rick Owens and Aēsop have joined forces to create a limited edition collection that challenges consumers’ preconceived notions of them. The result is a stunning surprise that reveals the serene side of Rick Owens and a side of Aēsop that is nonconformist and avant-garde. By pushing the boundaries and exploring new possibilities, this collaboration inspires and expands the possibilities of lifestyles for their existing customer base. Despite their highly contrasting brand images, the two brands share a common ethos—a yearning for tranquility and a passion for minimalism. Through their thoughtful design that dares to break the rules, they have created the latest trend of gothic minimalism that is both bold and gentle.

Concept: Echoes of distant affinity
Result: The WeChat index of Rick Owens increased by 2741% day-over-day prior to the official launch.
Value: To balance the“Highly contrasting brand images” is the key to the success of this collaboration.
Overall rating: ★★★★★

Marking their third collaboration after two successful concept car releases in 2020 and 2021, the Mercedes-Benz Group AG and the late artist and designer Virgil Abloh have joined forces once again to unleash their latest creation upon the world: the limited edition of the Mercedes-Maybach S680 Virgil Abloh launched in 2022, a combination of luxury car manufacturing and electric travel.

Born from the visionary minds of Gorden Wagener, Chief Design Officer of Mercedes-Benz Group AG, and the artistic mastermind Virgil Abloh, this exceptional concept car, also the centerpiece of the enigmatic and opulent Project Maybach, was conceived from a collision of inspirations from the realms of high-end motoring and minimalistic design. It breaks free from traditional boundaries by seamlessly blending the interior and exterior of the vehicle. With a body size of nearly six meters, a bold sandy beige paint job, anti-roll brackets with integrated luggage rack, searchlight clusters, and 17-inch rims, this masterpiece showcases the adventurous luxury spirit of the Maybach.

Inspired by the Project MAYBACH concept car, the Virgil Abloh x Mercedes-Maybach S-Class seamlessly integrates the S680’s functionality into luxurious craftsmanship. Strictly limited to a global run of 150, with just 22 exclusively allocated to China, this coveted two-door coupe was sold out instantly at an awe-inspiring price of 5.241 million RMB—a premium of over 74% compared to the base model. Moreover, to complement this magnificent creation, a capsule collection designed by Virgil Abloh and in collaboration with Off‑White was also unveiled in tandem, featuring a range of trendy items such as T-shirts, hoodies, racing gloves, and baseball caps.

The luxury car industry is currently undergoing a transformative period, marked by a shift in power dynamics and an evolution in market priorities. Despite imminent inflation and global economic volatility, high-end automobiles have regained their popularity among the high-net-worth clientele, with the focus gradually moving away from Europe and America towards China and the Middle East. To win over the hearts of the emerging affluent, car manufacturers have enthusiastically embarked on high-profile collaborations with various fashion labels. Mercedes-Benz’s partnership with the renowned streetwear guru Virgil Abloh represents a pivotal strategic move for the company’s “Top End Luxury” segment, one of the three major product categories underpinning its growth strategy in recent years. The group has set its sights on increasing sales of high-end models by 60% by 2026 compared to 2019.

Drawing on the collective might of the Mercedes-Benz Group, fueled by bold show car designs, and propelled by cutting-edge technology, the Mercedes-Maybach x Virgil Abloh collaboration has yielded groundbreaking innovations across the dimensions of design, technology, and cross-disciplinary partnership. Over the course of a three-year partnership, the legacy series has consistently elevated and reinforced Mercedes-Benz’s brand identity as a trailblazer of “neo-luxury” for its target audience, achieving key strategic objectives in the process. The success of this collaboration has sparked a surge in demand for the group’s “Top-End Luxury” product line, contributing to an 83% increase in revenue to 5.2 billion EUR (approximately 6.1 billion USD) in the third quarter, according to Mercedes-Benz. The outstanding sales performance and positive word-of-mouth generated during this campaign have also led to a revised revenue growth forecast of over 15% for 2022, a significant uptick from the initial projection of 5%-15% for the year.

 

Concept:  Project MAYBACH
Result: Drove 80% increase in quarterly revenue for Mercedes-Benz Group AG; set a new record for retail prices of Mercedes S-Class 
Value: Acquired new customers through successful collaboration with a streetwear brand to bring a fresh perspective on “neo-luxury”
Overall rating: ★★★★★

Nike has set a goal to make the 2020s the “decade of women’s sports,” as its women’s business continues to trail significantly behind its men’s segment. With emerging sportswear brands quickly catching up in 2022 and longtime rival adidas targeting luxury Italian fashion houses for premium collaborations, Nike must navigate a complex landscape of internal and external pressures and make strategic decisions to stay ahead in the competitive sportswear market.

Nike’s collaboration with independent fashion designer brand Jacquemus from Southern France is a departure from its usual partnerships with streetwear labels. Thanks to being carefully crafted over the course of three years, the joint venture generated buzz well before its official release, capturing attention from all corners of the internet. Drawing inspiration from Nike’s ACG collection, which emphasizes retro outdoor style, the collaboration reimagines the brand’s iconic products from the 80s and 90s. The collection centers on minimalist sportswear for women, blending classic French chic with American retro aesthetics to create highly distinctive designs through intricate details.

Jacquemus, a fashion brand that had been established for years but only recently opened brick-and-mortar stores, is known for its digital marketing mastery and aptitude for creating a uniquely appealing vibe and telling emotive stories. Its knack for creating viral products is evident in items such as the La Bomba straw hat and Le Chiquito mini handbag, which remain popular on social media and top seller lists for years. Additionally, Jacquemus’ highly otherworldly fashion shows are highly anticipated by the fashion industry and professionals each season, with each release generating buzz on social media.

The Nike x Jacquemus collaboration made a stunning debut at the Jacquemus FW22 runway show, garnering attention and engagement across social media platforms before, during, and after the event. Within just three hours of the collection’s release on jacquemus.com on June 28, 2022, it was completely sold out, causing a 2527% surge in the search volume for keywords related to the official announcement. Following its launch, searches for Jacquemus on Lyst soared by 55%, indicating surging sales and positive reception. In a market where blending beautiful styles with high-performance sportswear is increasingly common, Nike differentiated itself by partnering with Jacquemus to craft “evocative yet free-spirited flair,” effectively broadening its range of women’s athletic fashion. Additionally, this partnership enabled Jacquemus to showcase its unique design aesthetic to a wider audience, expanding its reach beyond a niche market.
 

Concept: Minimalist sportswear for women
Result: Sold out within three hours of launch
Value: Mastery of social marketing meets free-spirited flair and emotive product values
Overall rating: ★★★★★

StockX, the popular online marketplace for buying and selling authentic sneakers, streetwear, and luxury goods, has recently reported that the OMEGA x Swatch timepiece collaboration has become the best-selling watch series on its website. The demand for this partnership has been overwhelming, with the average resale price exceeding the original value by more than 240%. The success of this collaboration is even more impressive considering that it is not a limited edition collection—the brands have clearly announced on their official social media accounts that they will restock the watches in designated stores after the initial launch frenzy. Despite this, some colorways are still commanding prices as high as GBP 6,300 (approximately USD 7,600) on eBay, which is nearly equivalent to the price of a new OMEGA watch. Judging by the sales performance, it is evident that this partnership between two Swatch Group stalwarts has struck a chord and far exceeded expectations, further driving the sales of all OMEGA Speedmaster models with the demand for the Moonwatch has skyrocketed by over 50%, and sales of other models have achieved double-digit growth. 

OMEGA’s contribution of the iconic Speedmaster Moonwatch—the only watch that has ever been worn by NASA’s Apollo 11 astronauts on their mission to land on the moon—as the blueprint for the collaboration demonstrates their willingness to embrace change and appeal to a younger audience. Swatch’s modern and vibrant design philosophy, combined with the use of innovative materials, has resulted in a unique collection of timepieces that offer consumers a rare opportunity to acquire an OMEGA watch at a price point typically associated with Swatch timepieces.

In recent years, Swatch has faced significant challenges due to the popularity of smartwatches, resulting in declining sales and waning market attention. However, the OMEGA x Swatch collaboration has provided a much-needed boost to Swatch’s brand image, thanks to its vibrant color palette and innovative use of materials. Swatch’s strategic decision to eschew e-commerce in favor of brick-and-mortar stores has helped the company regain a loyal customer base, with huge flocks queuing outside stores once again. This success has translated into increased sales across all product lines and has reinvigorated the in-store purchasing experience. By leveraging their respective strengths and resources, both OMEGA and Swatch have created a new model for watch collaboration that has far exceeded expectations.

This groundbreaking collaboration has united two watch brands with vastly different value propositions, marking the first partnership of its kind in a century. As a result, it has become one of the most talked-about and sought-after watch series of the year. While the collection stirred up some controversy upon its initial release, its irreverent spirit and aesthetic appeal have won over many watch enthusiasts and collectors in the months since. Even seasoned collectors have changed their views, appreciating the series’ wearability, innovative materials, and playful design. The sustained popularity of the collaboration has led to regular restocking of stores to meet the unrelenting demand from customers.

It is rumored that Swatch will collaborate with other prestigious timepiece brands in the future, generating anticipation within and outside the watch industry. The OMEGA x Swatch collaboration has shown that effective resource integration and design innovation can break category barriers and attract a broader audience, leading to a subtle but impactful shift in the target audience. Through dedicated partnerships, businesses can attract new customers while keeping existing ones engaged with innovation and excitement. This example may serve as inspiration for future collaborations within the same industry to achieve remarkable outcomes.

Concept: Reach For The Planets
Result: Non-limited products achieved secondary market premiums of over 240%.    
Value: Innovative collaboration between two sister companies in the same product category offering top-notch designs at affordable prices
Overall rating: ★★★★★

Stüssy, the iconic American West Coast streetwear brand, has teamed up with Belgian fashion house Dries Van Noten (DVN) to create a highly-anticipated collaboration. DVN, known for avant-garde haute couture designs, has surprised many with its entry into the streetwear market through this partnership. Teaming up with streetwear OG brand Stüssy demonstrates DVN's ambition to make a mark in the streetwear market, while also serving as another attempt for the brand to seek a breakthrough. The collaboration combines Stüssy’s laidback California approach with DVN’s “unusual elegance” rooted in Antwerp, resulting in an unconventional and exciting fusion that has garnered praise from both streetwear aficionados and haute couture enthusiasts.

Flea, the legendary 60-year-old bassist from the American rock band Red Hot Chili Peppers was invited to perform in the collaboration’s promotional video, adding avant-garde and subcultural undertones to twhe choir. DVN has a rich history of using design to tell stories about music and underground subcultures, while Stüssy has been at the forefront of contemporary youth culture. This collaboration masterfully blends both parties together, using music as the narrative glue. With avant-garde tailoring and experimental visual presentation, the resulting punk-inspired piece bucks the norm and transports fans of both brands back to the golden age of the 80s and 90s. The campaign teaser took social media by storm upon its release.

This collaboration skillfully maximizes the strengths of both sides, with DVN’s eclectic use of prints and patterns taking center stage. The collection showcases exquisite craftsmanship and design highlights such as beads and embroidery. While DVN’s signature suits and trench coats can be found, Stüssy’s classic streetwear pieces dominate the collection, including staple items like T-shirts, hoodies, and baseball jackets. Among them, the baseball jacket worn by Flea received widespread praise, with its reinterpretation of Stüssy’s classic silhouette featuring graffiti and gold embroidered appliqués on the back, offering a psychedelic appeal. As a result, the item has seen a secondary market premium approaching 100%. The series undoubtedly pushes the boundaries of streetwear design to a new level, effectively fusing the cultural values of both brands. It also broadens the audience of this collaboration beyond streetwear enthusiasts to include haute couture lovers, showing that collaborations remain a crucial and effective means for avant-garde designer brands to expand market reach.

Concept: Crafting a cultural sanctuary in defiance of borders

Result: The secondary market premium of popular items from the collection approached 100%.

Value: Icon meets icon, effective integration of brand culture.

Overall rating: ★★★★★

On December 1, 2022, Samsung launched the highly anticipated Samsung Galaxy Z Flip4 Maison Margiela Edition, which sold out within seconds of its release on Samsung’s official website and other platforms, including KREAM. This marks Samsung’s third collaboration with a luxury fashion house, following its successful partnerships with Thom Browne in 2020 and 2021. Vogue hailed the collaboration as “a ground-breaking smartphone design.” Leveraging the power of Samsung’s foldable Galaxy Z Flip4 and Maison Margiela’s iconic design archives, the project carefully considered user experience to create a product that generated global attention and a buying spree, showcasing both strong competitive features of the product and the allure of both brands.

The solid white matte finish, coupled with Maison Margiela’s signature decortiqué technique, is a nod to the see-through landline phones of the late 1990s and early 2000s, and brings with it a new wave of retro-futurism while paying homage to the Y2K era’s elaborate luxury phones. The limited edition phone cases in the fashion collaboration series are equally stunning. One case features Maison Margiela’s unique bianchetto technique, where the surfaces of objects are transformed into one-of-a-kind hand-painted canvases that develop their own character over time. The other case is a brilliant twist on Maison Margiela’s numeric coding ring, creating an understated emblem of luxury and artistic expression. Exclusive UX designs for the collaboration include the black-and-white inverted phone theme and paintbrush artwork, adding an extra layer of customization to the already impressive product.

This collaboration transcends the boundaries of a subversive collaboration or a successful marketing campaign to set a new standard for the integration of technology and fashion, where the unique value propositions and business expertise of both brands come together to create something extraordinary through thoughtful design details and expression of humanistic values. It has told a powerful story without words.
 

Concept: Decortiqué tech

Result: Sold out within seconds of hitting the shelves

Value: Decortiqué empowered the ultimate convergence of fashion and technology

Overall rating: ★★★★★

In the eyes of many consumers, McDonald’s truly “gets” fashion. This is especially true for the Gen Z crowd, who see McDonald’s as one of the few fast food brands that wholeheartedly embrace the fashion, trends, and cultures that they are passionate about. For many, McDonald’s is not just a place to grab a quick meal, but a trusted companion that is always by their side and ready to join in on the fun, making the brand dear and near to their hearts. As 2022 drew to a close, McDonald’s boldly partnered with the contemporary designer label from Taiwan, ANGUS CHIANG, to present “Chicken Food Fashion” (鸡不可失食装周, literally translated as “Chicken is not to be missed fashion show”), a series of four stylish and creative live fashion shows echoing four iconic chicken products: McSpicy Chicken Filet Burger (超“鸡”辣辣辣), Grilled Chicken Sandwich (超“鸡”仙仙仙), McSpicy Wings (超“鸡”搭搭搭), and McCrunch (超“鸡”咔滋咔滋). The campaign ingeniously blended the delectable flavors of McDonald’s with the vibrant colors of the designer to infuse more warmth, scrumptiousness, and playfulness into people’s lives amid the post-COVID era.

The “Chicken Food Fashion” event is designed to strike an emotional chord with the intended audience by showcasing the parallels between McDonald’s clucking-good chicken products and contemporary fashion trends. ANGUS CHIANG, the designer label, was invited to create a line of co-branded garments for four themed fashion shows, each centered around a classic chicken product. To add to the excitement, each week a discount was offered for one of the products and one “Chicken Food Fashion Week” event was live-streamed, generating a whirlwind of social media buzz in the chilly December of 2022.

Looking at it from a brand building perspective, the McDonald’s “Chicken Food Fashion Week” project can be likened to a fashion designer who embraces deconstructionism. It defies tradition, challenges the status quo of the industry, and uses deconstruction techniques to create an entirely new marketing strategy and playbook. In collaboration with ANGUS CHIANG, McDonald’s has broken free from the norm, deconstructed the characteristics of its iconic products, uncovered the hidden connections between trending styles and mouth-watering treats, and rewritten the cultural narrative of FMCG (Fast-Moving Consumer Goods) brands. The project has shattered the traditional constraints of fashion shows by incorporating live commerce, allowing McDonald’s to tap into new potential with more unconventional and exclusive approaches.

This project has redefined brand storytelling and product launches through the three pillars of tasty food, fashion, and live streaming. The campaign ingeniously linked McDonald’s classic products with four popular fashion trends—hot and spicy, modern Chinese style, versatile, and retro—successfully transforming finger-licking feasts into stylish pieces. The campaign was also live-streamed on Chinese social media platforms with high user stickiness and engagement, such as Tik Tok and WeChat Channels. This approach has not only delighted McDonald’s loyal customers with its fresh and innovative approach, but also drawn in new customers who were captivated by the four fashion trends. What sets this collaboration apart is the way it bridged the gap between traditional runway shows and live commerce. By bringing together food and fashion with music, dance, storytelling, and product promotion, it fashioned a trendy and all-encompassing extravaganza. The “Chicken Food Fashion Week” campaign successfully captured the attention of both consumers within specific subcultures and communities as well as a wider range of online audiences, elevating the brand’s appeal and driving sales conversion.

Concept: “Chicken Food Fashion Week” (鸡不可失食装周)

Result: It achieved a cumulative GMV of 17 million and doubled brand exposure and brand live-streaming cumulative views compared to the previous year, generating six times more interaction with the audience year-over-year.

Value: Icon meets icon, effective integration of brand culture.

Overall rating: ★★★★★