American fashion brand Juicy Couture joined hands with Chinese label STAFFONLY on a collection, marking its first collaboration with a Chinese brand since it first entered the Chinese market in 2014.
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STAFFONLY was founded by designers Shimo Zhou and Une Yea in London, shortly after graduating from London College of Fashion and the Royal College of Art, making a name for themselves with their ironic takes on consumerism and identity in menswear. They have collaborated with the Japanese brand Onitsuka Tiger for its 70th anniversary.
Revolving around the theme of a retro “California roadside restaurant”, STAFFONLY and Juicy Couture created a playful and fun collection of tracksuits, bejewelled miniskirts and puffer coats in saccharine tones.
The co-branded collection was officially launched on Juicy Couture’s official WeChat account and its e-commerce platform on 24th September.
Founded by Pamela Skaist Levy and Gela Nash-Taylor in 1997, Juicy Couture was sold to Authentic Brands Group in 2013. Juicy Couture license for Greater China is owned by Semir Group in 2019.
“Juicy Couture, a brand from LA, has long been recognised and loved by Chinese consumers. She represents the image of a confident, lively and courageous woman who expresses herself. STAFFONLY is good at breaking authority in design, exploring the unknown and drawing inspiration from daily life. STAFFONLY’s witty and relaxed design aesthetic and unique experimental spirit can help the Juicy Couture brand further develop in the Chinese market,” said Carol Chen, Co-Chief Executive Officer of Semir Group.
“Brand localisation is an important factor for consumer demand and commercial success. Juicy Couture is also undergoing a lot of cross-border cooperation and co-branding around the world. This is a form that the market needs and consumers love. It is interesting to combine different cultures and collide with unexpected new products. This generation of Chinese independent designers has a good international vision and at the same time understands the needs of Chinese consumers,” continued Chen.
Collaborating with a Chinese label or designer is a strategic move as the popularity of homegrown brands keeps growing among Chinese consumers. Last June, Global sports company PUMA and designer brand PRONOUNCE launched a collection of apparel, footwear and accessories. Which brand will be next?