From Dubai to De Gournay: China’s cross-cultural brand collabs heat up

3 Jul 2024

In China’s brand collaboration scene this week, three unique partnerships blend cultural aesthetics, innovative travel experiences, and cross-continental design.

Luxury hand-painted wallpaper and fabrics brand De Gournay has teamed up with Shanghai footwear designer Bing Xu; the Dior Tourism Bureau has launched a campaign on Xiaohongshu to boost Dubai’s summer tourism through engaging social media initiatives and travel incentives; and Marimekko is the latest to join forces with collab-favorite Heytea, on tea and merchandise.

De Gournay x Bing Xu

Details: Footwear and accessories collection, June 27

Social context: On Xiaohongshu, De Gournay has 12,800 followers, with #degournay at 1.7 million reads and #BingXu at 228,600 reads.

Verdict:

Merging Asian aesthetics with classic British design, Bing Xu’s footwear is adorned with bold embroidered motifs, reflecting De Gournay’s intricate Chinoiserie patterns. The result is a fusion of art and fashion.
The campaign, set in the idyllic Harpsden Court, a neoclassical country house located in Oxfordshire, not only showcases the bespoke footwear, but also encapsulates a quintessentially British lifestyle. By featuring versatile designs like loafers, mules, and Highgrove slippers that are perfect for travel, the partnership aims to show how consumers can incorporate high art into their everyday life.
A collection that appeals to a global audience seeking unique, culturally rich fashion statements that are both sophisticated and contemporary.