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The Most Audacious Fashion Collabs in China

From Bottega Veneta’s poetry pact to Rui Zhou’s sex toy tie-up, marketing partnerships are becoming increasingly bold and imaginative as brands try to reignite demand in the cooling China market.
Woman holding Osuga sex toy
Chinese designer Rui Zhou's collaboration with local sexual wellness brand Osuga. (Rui Zhou and Osuga)

Key insights

  • Brands are launching eye-catching collaborations with a sense of urgency amid a declining luxury market and weaker fashion demand in China.
  • Collaborations ranging from quirky highbrow pairings to irreverent pop culture tie-ups aim to spark viral moments and generate demand through scarcity.
  • Global fashion brands experimenting with bolder, riskier and attention-grabbing partnerships must navigate a variety of cultural and political taboos.

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From Prada tapping film director Wong Kar-wai to design its Shanghai restaurant to Loewe’s tie-up with Chinese transport app Hellobike, 2025 is proving to be a busy year for fashion collaborations in China.

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The Daily Digest Newsletter

The essential daily round-up of fashion news, analysis, and breaking news alerts.
Plus, access one complimentary BoF Professional article of your choice, each month.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
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