CHAGEE x ANGEL CHEN: Interpreting "A Cup of Tea" with "Oriental Beauty"
On October 15, 2024, CHAGEE made a surprise appearance at ANGEL CHEN's 10th Anniversary Comeback Show, officially announcing a cross-industry collaboration between the Chinese tea beverage brand CHAGEE and pioneering Chinese designer Angel Chen. In this jointly created fashion show, Angel Chen used modern infused her distinctive brand identity with a modern fashion language to tell captivating stories of folklore, craftsmanship, and local culture, helping CHAGEE take another significant step toward becoming a fashion lifestyle icon.
CHAGEE Collaboration
Debuts at ANGEL CHEN Fashion Show
Designer Angel Chen combined her iconic strong colour language with the refreshed red-and-blue packaging of CHAGEE, incorporating it into the conceptual design, lighting, and stage setup of the 10th-anniversary show. The collaboration sparked a "Red and Blue Transformation" fashion sensation on the runway. Since its founding in 2014, Angel Chen has upheld her vision of "expressing Chinese culture through fashion," which perfectly aligns with CHAGEE 's heritage rooted in the ancient Tea Horse Road and its philosophy of "a cup of tea." In ANGEL CHEN's SS25 collection, Chen drew inspiration from her three-year nomadic experience and interactions with ethnic cultures. Using a modern fashion language which blends Eastern and Western elements, the show reflected a shared appreciation for Oriental sentiment between the two parties.
The CHAGEE x ANGEL CHEN collaboration was themed "Flame of Praise," integrating the brand's avant-garde design style with Oriental tea culture. Designer Angel Chen drew inspiration from CHAGEE 's signature red and blue tones—red symbolizing the spread of fire across the earth and blue representing the power of cultural heritage. The fabrics were hand-inked, creating a fiery and captivating visual effect resembling sand paintings. At the same time, the combination of sharp tailoring with loose silhouettes gave wearers a sense of strength and confident elegance.
Angel Chen found inspiration in the starry blue visual theme of CHAGEE, incorporating it into her SS25 ready-to-wear designs. "We found it incredibly beautiful and compatible with fashion, so we invited traditional artisans to craft intricate three-dimensional flowers and adorned them with Miao ethnic aluminum pieces from Yunnan, resembling flowers blooming in the night—both traditional and modern." Additionally, Angel Chen creatively reimagined CHAGEE 's anniversary gift, transforming it into a "Guiding Light."
The participation of dancers and traditional artisans brought the show's interpretation of Eastern aesthetics into sharper focus—Oriental, ethnic, and rooted in tea culture and craftsmanship. Notably, through the joint efforts of Fashion Exchange, Angel Chen, and CHAGEE, this long-anticipated 10th-anniversary comeback show was transformed into an extraordinary launch event, signaling a new chapter in CHAGEE 's brand positioning and market layout.
CHAGEE's Fashionable New Look
Coinciding with the 10th-anniversary show, the CHAGEE x ANGEL CHEN limited-edition collaboration set launched in CHAGEE stores on October 15. The accompanying merchandise includes the "Red and Blue Transformation" series cardholders, earphone cases, denim bags, and woven blankets, sold alongside CHAGEE's signature drink, "Jasmine Green Milk Tea". Purchasing the set includes a complimentary cardholder. For an additional ¥19.9, customers can add a denim bag or earphone pouch, and an additional ¥29.9 for a woven blanket. The collection's high practicality and stylish appeal made it extremely popular, with some stores selling out immediately upon launch. Some items from the collection have reached a resale price premium of over 268% on secondary markets
A joint pop-up area was created for the show, featuring show-exclusive merchandise. Allowing guests to immerse themselves in the fashion show while experiencing the cultural synergy of both brands up close. Celebrities and notable attendees at the event included actor/singer Xu Jiaqi and Qiang Dongyue; musicians Limbolimbs and SteveRocks; singer-songwriters CORSAK Hu Mengzhou and Cacien; as well as fashion influencers Nikki-Min, Meili Jiu, Xu Fengli, and Shunji.
"Among CHAGEE’s consumer base, there are many from the ‘90s' and 'post-00s' generations, often viewing brands from a fashion-forward perspective. CHAGEE continuously updates and improves itself to make the brand more fashion-forward." CHAGEE hopes that this fashion crossover collaboration will provide tea enthusiasts with a deeper understanding and a fresh perspective on traditional Chinese culture. The brand also looks forward to exploring diverse opportunities in different fields in the future.
This collaboration with ANGEL CHEN marks CHAGEE's first fashion partnership with a designer brand in a runway setting. Through meticulously planned online and offline marketing campaigns, the collaboration successfully brought the show to the attention of younger consumers. The Eastern aesthetic and tea culture deeply rooted in the brand’s DNA were displayed through the lens of modern fashion. This partnership not only elevated the brand’s fashionable image, but also enhanced its market positioning.
