Arc’teryx embeds itself in China’s art ecosystem
20/04/2022
Part of its eco-minded Rebird concept, the four-day show displayed limited editions made in collaboration with Greater Goods, a design-led, yet functional upcycling project spearheaded by London-based designer Jaimus Tailor, over the past couple of years.
Local key opinion leaders (KOLs) - another name for an influencer - from the sustainable fashion field supplied sharable “art criticism” intended to draw attention to fashion’s impact on the environment.
KOLs including Reclothing Bank designer, Zhang Na, founder of sustainable style platform CanU, Cui Dan, plus UCCA’s deputy general manager, You Yang, all provided criticism in the form of written content shared across several local media platforms including Weibo, WeChat and Xiaohongshu as part of the brand’s wider social engagement strategy.
Chinese luxury business outlet Jing Daily reported that, though considered successful, a combination of the exhibition’s limited run, covid-related restrictions and the brand’s reliance on local KOLs, as opposed to more prominent celebrities such as supermodel and brand ambassador Liu Wen, muted its reach somewhat.
Last June, UCCA’s "lab" division similarly spotlighted adidas’ “end plastic waste” design initiative over five days.
Arc’teryx launched a 70-piece collection specific to the Chinese market alongside Greater Goods in 2021. Each piece was constructed from damaged or out-of-warranty product. Credit: Greater Goods
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