Nike steps beyond sponsorship to organize a fashion show highlighting collaborations with rising Chinese brands at LABELHOOD, spotlighting AO YES and others in a dynamic display of tradition-meets-modern design aesthetics.
On April 1, Nike took a distinctive step beyond its usual role as a sponsor by organizing a dedicated fashion show to highlight collaborations with emerging Chinese brands Susan Fang, Markgong, AO YES, and WINDOWSEN. This event followed the conclusion of the 11th LABELHOOD, a notable platform for young Chinese fashion labels, and featured an appearance by the popular music group XG as models, attracting considerable attention on local social media.
LABELHOOD, established in 2016, operates independently from Shanghai Fashion Week and serves as a selective shop and event space where young Chinese fashion brands can gain exposure and engage with both industry professionals and general consumers. The event is known for its combination of fashion shows, markets, and exhibitions in one venue, fostering a dynamic environment that extends beyond mere purchasing opportunities. Nike’s sponsorship of the 11th LABELHOOD underscores its support for this emerging segment of the Chinese fashion scene.
One of the standout participants of the event was AO YES, which presented its fall-winter 2025 collection titled “UNREAD” during LABELHOOD. AO YES officially launched last fall and has already made significant strides in the market. The brand’s partnership with ZARA for China’s 2025 Lunar New Year collection was met with strong sales, and its collaboration with Disney, combined with its recognition as one of the “10 ASIAN DESIGNERS TO WATCH,” positions AO YES as a rising star both domestically and internationally.
AO YES represents a modern fusion of Eastern and Western design elements, balancing traditional Chinese cultural motifs with contemporary aesthetics. The brand is led by creative directors Wang Yinchao (Austin Wang), who has experience working with Vogue and Wonderland, and Liu Yansong, who brings technical expertise in pattern making. Wang manages the creative image while Liu ensures detailed craftsmanship after a rigorous iterative design process, allowing AO YES to maintain comprehensive control over production.
The 2025 fall-winter “UNREAD” collection draws inspiration from intimate emotional moments, such as love letters hidden in books or confessions beneath the moonlight. These themes evoke classical sentiments within the context of fast-moving modern life. The collection’s designs reflect this balance by transforming complex, sentimental themes into vibrant, contemporary garments. The opening look featured a set inspired by traditional Chinese People’s Clothing, with softened rigidness through delicate embroidery and checks. Other pieces combined elements of formal wear—uniform-inspired pleated skirts and Chinese-style shirts—with detailed embroidery, presenting a sophisticated meld of tradition and modern fashion.
Fashion aesthetics drawn from avant-garde intellectuals, who historically transcended style boundaries, also influence the brand’s creative direction. The color palette of the collection primarily incorporates gray, black, and brown tones but is punctuated with vivid red accents resembling AO YES’s logo color, which carries cultural significance representing joy, fortune, and enthusiasm in China.
A notable aspect of AO YES’s presentation was the casual styling of classic formal pieces like shirts and cardigans alongside Nike leggings and sneakers, reflecting a wearable and modern sensibility. While the collection did not feature a singular standout piece expected to become a showstopper, the brand’s careful balancing of elements and its successful trajectory to date have raised industry expectations about its future potential.
Overall, Nike’s active involvement in the LABELHOOD event and its collaborations with innovative brands like AO YES, Susan Fang, Markgong, and WINDOWSEN highlight the growing influence of Chinese designers on both local and global fashion stages. The event reinforces LABELHOOD’s unique role in nurturing emerging talent and providing a vibrant platform that blends commercial, cultural, and experiential elements in China’s evolving fashion landscape.
Source: Noah Wire Services
