Key points to remember:
The American restaurant-inspired womenswear line combines the bright, chewing gum aesthetic of Juicy Couture with the quirky artistic designs of STAFFONLY – a perfect fusion for Chinese luxury consumers Gen-Z.
Given that Juicy Couture currently does not have an account on WeChat and has fewer subscribers than STAFFONLY on Weibo, gaining relevance with digitally engaged Chinese consumers is a clear advantage for the California brand.
In this collaboration, Juicy Couture maintains the all-American identity for which it has become famous while merging with local design talent rather than being inauthentic Chinese.
In the early 2000s, Juicy Couture’s velvet and rhinestone-embellished tracksuits standardized America’s most famous “it-girls”, cementing the now 26-year-old brand’s position in the world. global popular culture. She has since relied on that reputation to thrive in the Asian market, never having collaborated with a Chinese brand despite owning 15 stores in China, a partnership with the ImagineX group (established in 2014) and a Greater China licensing agreement with Semna, announced in 2019. But that has changed, with the Californian brand launching a collection of womenswear with Shanghai-based menswear brand STAFFONLY on September 24. .
Founded by college friends Shimo Zhou and Une Yea in 2015, STAFFONLY is best known for its contemporary cuts that challenge the generic definition of masculinity via slightly edgy and ironic streetwear. WenYa Zhou, director of corporate planning at Semir Group and director of the Juicy Couture brand, said the young Chinese brand’s desire to break through boundaries and draw inspiration from unexpected elements of everyday life has inspired the collection.
“The collaboration with STAFFONLY injects a vibrant and creative energy into Juicy Couture and can help us strategically reach a wider audience in China,” Zhou told Daily Jing on how Juicy Couture trusted STAFFONLY’s ability to produce a “new and fun” collection.
The collaborative line of American restaurant-inspired womenswear combines the bright, chewing gum aesthetic of Juicy Couture with the quirky artistic designs of STAFFONLY – a style that is a perfect fit for Chinese Gen-Z luxury consumers.
Given that Juicy Couture currently does not have an account on WeChat and has fewer subscribers than STAFFONLY on Weibo, gaining relevance with Chinese consumers engaged in digital is one of the obvious benefits of this project for the California brand. . And working with a progressive local brand to reach Chinese consumers has proven successful so far, as a 26-year-old fashion blogger. AltoThe collaboration promotion on Weibo has garnered thousands of likes and comments. Meanwhile, Juicy Couture’s post currently has less than five likes and comments on Weibo.
In the process of trying to strengthen its presence in China, Juicy Couture maintains the all-American identity for which it has become famous while merging with local design talent rather than being inauthentic Chinese. As one half of STAFFONLY, said Shimo, the collection combines the Juicy LA lifestyle and its own inspirations. “We especially thought of a California road trip and the typical retro diners we would meet on that trip, as well as fictional stories and design methodologies.”
The designers created witty touches on foods such as sundaes, milkshakes and strawberry pies, immersing yourself in the world of Juicy Couture from a new perspective. “The collection was meant to be full of textures, expressing a youthful energy that could fit right into the wardrobe of the new generation of consumers,” said Shimo. “We were really drawn to the imagination behind the word ‘JUICY’ itself and the enormous possibilities and meanings that could be developed from it. It means energetic, full of textures, youthfulness, freshness, femininity, etc. STAFFONLY always aims to create work and stimulate curiosity from interesting vocabularies.
The fact that STAFFONLY is reinventing the established image of Juicy Couture not only helps attract a new high fashion consumer base to the American brand, but also contributes to how China perceives it. Ultimately, think of it as a public refresh of the California energy of Juicy Couture, imbued with millennial Chinese identity. We can expect to see more of this method of collaboration in place as Western brands evolve their relationship with their Chinese consumers.