The Social Edition is our weekly sequence which deep dives into luxurious initiatives in China’s social media panorama. Every week, we spotlight model campaigns distributed on Chinese digital platforms — WeChat, Weibo, Tmall, Douyin, and past.
Our protection spotlights world luxurious manufacturers, world magnificence manufacturers, and native Chinese manufacturers. The latter provides perception into a few of China’s most profitable campaigns, which frequently come from native gamers, and are outdoors of the sweetness and style house.
In this week’s roundup, we have a look at three campaigns, together with Prada’s pop-up at an area market in Shanghai, Valentino’s collaboration with Sleep No More, and native style powerhouse ERDOS’ runway at a desert.
Prada Wows with Local Market Takeover in Shanghai
MEDIUM Offline Pop-up, Images
Prada launched a sequence of experimental initiatives in a number of Italian cities and others worldwide to advertise its Fall/Winter 2021 marketing campaign named Feels Like Prada. Rong Zhai, the model’s social and cultural hub in Shanghai, and a fruit and vegetable market positioned within the Wulumuqi Road neighborhood of the town have been reworked by Prada with its iconic codes and prints from the brand new assortment. At the market, the most straightforward and important meals have been wrapped with particular Prada packaging. Both places might be open from September 27 to October 10.
On Xiaohongshu, over 250 customers posted concerning the Prada market within the 12 hours because it opened to the general public. Visitors have been extremely impressed by this inventive initiative that employs the identification of this on a regular basis house, and native fashionistas holding greens or flowers with Prada packaging have develop into “Instagrammable” moments on social platforms.
Prada has been leveraging native cultures to escalate its connections with customers of assorted backgrounds for some time now. In China, fruit and vegetable markets are locations the place many older folks store. However, Prada’s sudden takeover impressed native younger audiences and drew a lot of them to go to this market and really feel the model vibrantly and emotionally.
Valentino Features New Collection in Shanghai Theatre Production
MEDIUM Offline efficiency, Image
On September 28, Valentino offered Reborn In Dreams: a particular present that includes its Fall/Winter 2021 Act Collection and celebrating the award-winning theatrical expertise Sleep No More’s fifth anniversary. Together, the Italian home and Sleep No More Shanghai reinvented the troupe’s unique model with an set up combining style, arts, and theater on the mysterious McKinnon Hotel playhouse in Shanghai, the place the viewers, consisting of style KOLs and insiders, was invited to have interaction with the present.
Though the devoted present was not open to most of the people, it generated rapid social buzz due to KOL posts on Weibo and Xiaohongshu. The marketing campaign hashtag #ValentinoActCollection has reached over 150 million viewers as of publication, as netizens confirmed a powerful curiosity on this sudden crossover between style and theater.
Sleep No More Shanghai has been a favourite of younger cultural shoppers in China over latest years. And for Valentino, recognizing a cultural product related to native customers helps the model facilitate a higher emotional connection. Additionally, with the dancers dressing up within the newest Act Collection, the model higher contextualized its picture for Chinese audiences.
ERDOS Presents Its Fall/Winter 2021 Runway Show in a Desert
PLATFORMS Weibo, WeChat, Tmall
MEDIUM Image, Livestream
FEATURED TALENTS Liu Wen (26M Weibo Followers) | Hua Chenyu (39M) | Yuan Quan (3.7M) | Ma Long (8M) | Xiaoxue (5M) | Shaway Ye (4M)
On September 29, the homegrown style conglomerate ERDOS offered its Fall/Winter 2021 Collection on the Kubuqi Desert in Inner Mongolia, the place the corporate originated and the place its cashmere remains to be sourced from. With the theme of “Sound For Celebration,” the present was devoted to the corporate’s fortieth anniversary, and ended with model ambassador Liu Wen strolling down the runway decked out totally in crimson.
By highlighting Chinese cultural symbols — together with the colour crimson and native landscapes just like the Kubuqi Desert — the present resonated enormously with native audiences. Many commented that they have been moved by the occasion, which stirred up deeper emotional connections with the model. Moreover, the marketing campaign hashtag #SoundForCelebration acquired 76.55 million views inside in the future.
By staging the present in such a dramatic — but native — vacation spot, ERDOS’ dedication to its roots and tradition shined by way of the presentation, which enormously impressed each invited friends and the huge viewers who tuned in through livestream. From a “mom’s model” to a number one participant with 5 sub-lines, ERDOS has been heading in the right direction to reinvigorate its model picture and win over in the present day’s younger customers.