As winter steadily creeps in, it is once again time for jumpers. Fair Isle jumpers (also cardigans and vests) have been a staple among the fashion-savvy, since as early as 2018. But the knitwear from the wee Scottish isles took over again earlier this year after Tang Yan, star of Blossoms Shanghai was spotted wearing one on multiple occasions.
It seems the knit is making a comeback this winter after Luckin Coffee teamed up with its brand ambassador, Jackson Yee, for a themed “Fair Isle season”. The main feature of the campaign is, of course, a coffee named Fair Isle Latte. However, to add more British flavour, the coffee is, in fact, blended with Ceylon black tea. This is part of the hybrid tea coffee range that Luckin has been introducing.
For the campaign images and video, Yee sports a white Fair Isle jumper with brown details while holding a blue Luckin cup, also printed with a Fair Isle-style pattern. On Weibo, China’s Twitter-like platform, the topic “Jackson Yee’s Fair Isle Latte” (#易烊千玺的费尔岛拿铁#) gained a whopping 100 million views. Apart from two cup designs for cold and hot drinks, the campaign also includes two different styles of sleeves and paper bags. With the silhouette of the Luckin deer and Christmas trees, it seems Luckin has soft-launched its Christmas campaign with the “Fair Isle Season”. Jackson Yee merch is also included.
Luckin released its financial report for Q3 2024 on 30 October. It shows the brand opened 1,382 new locations with 800 self-operated and 502 franchised stores. The chain has been slowing down with its expansion in the third quarter as revenue per store is being diluted by the new openings. However, as new stores are still driving the growth for Luckin, it is currently focusing on expanding overseas and optimising existing branches. Rumours are swirling around the brand’s planned return to the US, four years after being delisted from Nasdaq and settling its accounting fraud charges with the US Securities and Exchange Commission.
