On 14 April, Italian luxury brand Bottega Veneta launched its latest collaboration. This time, it’s not with a brand, an IP, or even an artist, but a poet: Yu Xiuhua (余秀华, b. 1976). After several teasers, Bottega Veneta released a video of Yu Xiuhua reciting her poem, “I am In This Moment” (我在此刻), which includes the tagline of the collab: “If I were a tree, I wouldn’t demand a spring”.
The collaboration also includes a special edition of her 2015 collection Still Tomorrow (摇摇晃晃的人间), with the new poem, “I am In This Moment” added. Bottega Veneta partnered with Juanzong Books to create special displays for independent bookshops and cultural spaces for the new edition of the Yu Xiuhua collection.
From 19 April onwards, the Italian fashion house will be hosting a “readable” art installation at the Former Rowing Club (原划船俱乐部) in Shanghai.
Yu is known for her bold and sincere contemporary style of writing despite coming from a rural background and overcoming difficulties associated with cerebral palsy. She burst onto the scene with her viral poem “I Crossed Half of China to Sleep with You” (穿过大半个中国去睡你) in 2014. She has been involved in several collaborations with brands such as C-beauty brand Proya, Chinese soft drink maker Hope Water and a signature fragrance with Prada.
Poetry and literature in general have been a new trend in brand campaigns and co-branding. The International Women’s Day campaigns this March showed Aesop, Valentino and To Summer embracing literary or intellectual-themed campaigns. For luxury and fashion brands, this might also come from a saturation of designer and artist collaborations in cultural campaigns. By all means, these cultural campaigns are a great fit for the target audience of luxury brands like Bottega Veneta – urbane, cultured and usually women.
Need to boost your China strategy? Dao Pro delivers bespoke insights on marketing, innovation, and digital trends, direct from Chinese sources. Find out more from our Dao Strategy Team here.
