Top 10 Collaborations Redefining China’s Marketing Landscape in 2024

In today’s fast-paced, hypercompetitive market, brand collaborations have transcended their role as mere tactical marketing tools to become significant cultural expressions that redefine how consumers connect with brands and each other. Through innovative cross-industry partnerships, brands not only broaden their market reach but also engage new audiences by leveraging the unique appeal of their collaborators.

According to the 2024 Brand Collaboration Marketing Trends Report by MiDi Data, discussions around brand collaborations on social media have surged since 2022, highlighting their growing cultural significance. In the first half of 2024, collaboration-related projects reached 11.696 million mentions—a remarkable 137.9 percent increase from the previous year—while interactions surged to 410 million, signaling a significant shift in consumer engagement.

This year, collaborations metamorphosed beyond conventional brand-to-brand alliances, embracing a vast array of industries and creative articulations. From designer collaborations to unexpected crossovers with the food, beverage, and automotive industries, brands sought fresh ways to captivate consumers. The breadth of creativity in 2024 was exemplified by these top 10 collaborations that challenged traditional marketing norms and redefined brand engagement.

Susan Fang x Victoria’s Secret: A Dreamlike Fusion

In February 2024, emerging Chinese designer brand Susan Fang partnered with Victoria’s Secret to unveil a captivating limited-edition collection inspired by love, freedom, and fantasy.

Susan Fang, celebrated for her ethereal aesthetics and nature-infused creations, reimagined Victoria’s Secret’s lingerie and loungewear collections, infusing them with delicate, dreamlike elements that evoke a sense of whimsical beauty. The collaboration gained significant traction on social media; on Xiaohongshu, the hashtag “Susan Fang” amassed over 7.25 million views, highlighting not just growing interest in the designer’s work but also the resonance of compelling brand storytelling.

For Victoria’s Secret, this partnership was more than just a design collaboration; it was a strategic move to align with a new generation of Chinese consumers and inject fresh creative energy into the brand’s image.

Prada x Blossoms Shanghai: A Cinematic Love Letter

On February 29, Prada hosted an exclusive event at Rong Zhai in Shanghai to celebrate its collaboration with the critically acclaimed TV series Blossoms Shanghai.

Inspired by the show’s vibrant 1990s aesthetic, the collection featured tailored coats, wool sets, knitted cardigans, dresses, and handbags reminiscent of the golden era depicted in the series. The event seamlessly blended fashion and film, with meticulously designed sets transporting guests into the enchanting world of Blossoms Shanghai. This underscores how storytelling is redefining consumer interactions with brands.

The campaign amassed 13 million views on Weibo, demonstrating the resonance of culturally embedded brand storytelling in capturing audience attention. Prada’s long-standing engagement with cinema—from The Great Gatsby to The Grand Budapest Hotel—further cemented its image as a brand deeply connected to the arts.

Louis Vuitton x Arabica: Coffee Meets Luxury

On July 10, Louis Vuitton unveiled an unexpected collaboration with specialty coffee brand Arabica, launching limited-edition coffee beverages, including hawthorn cold brew and espresso tonic, as well as traditional Chinese desserts like mung bean cakes.

The partnership was part of Louis Vuitton’s “Beijing Cube” pop-up, where the luxury house merged high fashion with coffee culture, creating an immersive retail-meets-lifestyle space.

Beyond the product launch, this collaboration highlighted the evolving role of luxury brands in consumer lifestyles—blurring the lines between fashion, food, and cultural experiences.

MO&Co. x Coperni: Retro-Futurism in Denim

In July 2024, MO&Co. and the Parisian label Coperni collaborated to create a capsule collection that fused vintage nostalgia with futuristic design elements.

With twisted seams, deconstructed silhouettes, and innovative detailing on pockets and zippers, the collaboration embodied a rebellious, avant-garde spirit. The fusion of MO&Co.’s denim craftsmanship with Coperni’s progressive aesthetics resonated strongly with Gen Z consumers, positioning both brands as leaders in contemporary fashion innovation.

FILA x BBC Earth: Eco-Conscious Outdoor Wear

FILA’s collaboration with BBC Earth redefined sustainable sportswear in 2024. The “FILA | BBC Earth Mountain Cocoon” collection emphasized nature-inspired aesthetics, featuring eco-friendly yarns and performance-driven fabrics.

The campaign extended beyond product design, incorporating a “Nature Migration Project,” which immersed consumers in the landscapes of Serengeti National Park through virtual reality experiences. This partnership underscored the rising consumer demand for environmentally responsible fashion and deepened FILA’s commitment to sustainability.

Hennessy x Dylan Wang: A Star-Driven Collaboration

In September 2024, Hennessy announced Dylan Wang as its latest brand ambassador, launching an exclusive limited-edition gift set.

Dylan Wang, known for his strong presence in entertainment and fashion, brought a fresh, youthful appeal to Hennessy’s brand image. The partnership was a strategic move to attract younger consumers while reinforcing Hennessy’s position as a cultural icon.

LOEWE x On Running: The Luxury-Sportswear Hybrid

LOEWE and Swiss performance brand On Running released a capsule collection featuring the Cloudtilt sneaker in October 2024. The design, available in ten colors, introduced a slip-on feature for enhanced comfort and convenience.

As luxury brands increasingly tap into the sports and athleisure markets, the success of this collaboration—where On Running’s sales surged by 15,000 percent on StockX—demonstrated the vast potential of merging high fashion with performance footwear.

Moncler x Rick Owens: The “Shelter” Concept

Building on their successful 2020 collaboration, Moncler and Rick Owens reunited for Fall/Winter 2024 and introduced a collection inspired by the concept of “sanctuary.”

Rick Owens drew from his personal retreat in the Alps, translating elements of nature and home into sculptural outerwear that exuded warmth and protection. For Chinese consumers, the concept resonated deeply with cultural themes of security and personal space, making the collection a standout success.

Yohji Yamamoto x Fan Bingbing: Fashion Meets Art

In November 2024, legendary Japanese designer Yohji Yamamoto teamed up with Chinese actress Fan Bingbing for a groundbreaking collaboration. The collection featured hand-painted portraits by renowned Japanese artist Uchida Suzaku, transforming garments into wearable art.

This cross-disciplinary approach blurred the boundaries between fashion, fine art, and celebrity influence, setting a new precedent for creative partnerships.

Lancôme x Cai Guoqiang: Explosive Artistry

To mark its 90th anniversary, Lancôme partnered with contemporary artist Cai Guoqiang to create The Parisian Rose—a collection that reinterpreted the brand’s iconic rose motif through Cai’s signature gunpowder art.

More than just a product launch, this collaboration symbolized the intersection of beauty, history, and artistic expression, reinforcing Lancôme’s commitment to heritage and innovation.

The Future of Brand Collaborations

In 2024, brand collaborations evolved beyond mere product partnerships. They became cultural dialogues that reflected shifting consumer values and broader social narratives. The most successful campaigns were those that combined strategic storytelling, cross-industry creativity, and deep cultural relevance.

As brands continue exploring unconventional pairings, the future of collaborations lies in their ability to transcend commerce, creating shared experiences that resonate emotionally and culturally.