According to the statistics of the WeChat official account LADYMAX, the three videos released by Alexander Wang’s Tiktok account have received less than 200 likes, less than 300 likes from Xiaohongshu, and more than 200000 views from Weibo. Different from the enthusiastic interaction of public opinion on Instagram platform for such creativity, domestic social media seems not friendly to unfashionable marketing like Alexander Wang.
Many critics have expressed their disapproval of entertainment oriented communication methods like Alexander Wang, believing that they are not conducive to the fashionable brand style of Alexander Wang and also tarnish the image of cultural exporting countries. However, some supporters claim that the combination of Alexander Wang and Simeiko has made use of the humorous context popular in European and American social media to give Chinese culture a free ride on fashion creativity and Internet communication, potentially spreading its influence.
Alexander Wang is not unfamiliar with such controversies, and such public opinion may already be within his expectations.
Four months ago, Alexander Wang invited a domestic model specializing in Taobao middle-aged and elderly clothing, Liang Xiaoqing, to shoot three short films, which sparked controversy. Liang Xiaoqing used various poses in the video to showcase Alexander Wang W Legacy leather backpacks and new spring/summer clothing.
A keen sense of social media hotspots has become a lever for fashion brands to turn around.
According to the Fashion Business News, the American designer brand Alexander Wang recently invited the short video creator @ Simeiko, who has more than 4.45 million fans in Tiktok, to present the early autumn 2022 series of new products with three unique short videos, which attracted wide attention and attracted more than 3 million views and 100000 likes on Alexander Wang’s official Instagram account, nearly 100 times the number of views of other videos under the account.
The short video creator Si Meizi, who originated from Tiktok, is a four person female group. She has attracted wide attention because of her short films of national style cheongsam and traditional female etiquette teaching. So far, she has more than 4.45 million fans and more than 44 million admirers. The fan picking video, which was remade by Alexander Wang, is also the most liked and widely recognized among the four beauty accounts, representing their typical video style and storyline pattern.
According to Alexander Wang’s official introduction, this collaboration is a reinterpretation of Simeko’s previously popular “Etiquette” series of short videos, colliding the elegance of Chinese ancient style with contemporary American fashion, highlighting Alexander Wang’s respect for traditional Chinese etiquette.
However, this kind of creative collision has encountered a cold reception in the domestic market.
