New York Fashion Week took place between 6 and 11 September this year. Amidst the busy schedule of fashion shows and events, a quiet moment for tea and relaxation is always welcomed, and HeyTea had guests covered.
During New York Fashion Week, HeyTea launched its “fashion collab” with Chinese American designer fashion label SANDY LIANG. The team-up was centred around a special tea drink co-created with the brand’s founder Sandy Liang called Pink Daydream. True to form, the special packaging also included Liang’s signature pink bows for more girliness. Between 9 and 10 September, a co-branded tea van popped up in Manhattan. Fashion week attendees who “checked in” (打卡) could get a free collab drink, along with an exclusive sleeve and sticker set. Those who weren’t present, don’t need to worry about missing out as the co-branded tea drink will be available in HeyTea branches across the US until the end of the month.
SANDY LIANG was founded in 2014 by Liang who takes inspiration from her childhood in Chinatown in New York. The brand’s designs have a sense of nostalgia and girliness that propelled it to the cutting edge of fashion since the Y2K revival and trends such as balletcore swept the scene a few years back.
HeyTea has been bringing its successful collaborations and pop-up campaigns to many of its overseas markets. The Paris Olympics saw HeyTea’s successful launch in the city of light. Its recent team-up with the Royal Ballet and Opera (formerly known as the Royal Opera House) in London also made the fashion headlines. Similarly, POP MART also sent LABUBU to Milan Men’s Fashion Week back in January. With Chinese brands making strides in “going overseas” (出海), partnering with Chinese and Chinese heritage designers can be a way to leverage the cultural relevancy and coolness of these labels, as well as building a more fashionable country of origin image.
