British menswear brand Dunhill launched an exclusive White Valentine’s Day campaign to launch a limited edition of the house’s Chiltern drawstring backpack.
The limited edition bag is the product of a collaboration with China’s top bag influencer Tao Liang, better known as Mr. Bags. The collaboration features Dunhill’s classic backpack reimagined in a different colour Dunhill is calling ‘Smog Blue,” which is expressive of the Shanghai sky.
The bag, limited to 300 pieces, is made in Mr Bag’s favourite colour and boasts a double colour design and can be used on either side. This limited edition will be sold in special white packaging, in line with White Valentine’s Day.
Mr. Bags took to Instagram to announce the collaboration saying in the post’s caption: “Mr. Bags x dunhill!!! First ever White Valentines’ Day Limited edition. A recreation of my favorite Chiltern bag with amazing combination of my favorite color: blue.”
The bag was initially sold exclusively on Mr. Bag’s WeChat digital boutique Baoshop, which is an in-app pop-up mini digital store that allows WeChat users to shop directly from within China’s top mobile messaging, social media, and payment app.
The bag, alongside the new season Dunhill Cadogon document case in silver grey and cornflower blue, is now available on Dunhill’s WeChat boutique and in stores at Beijing SKP and Shanghai IFC.
This is not the first time Mr. Bags collaborated with a brand on a collection, he previously collaborated with brands like Tod’s to mark his digital store Baoshop and Givenchy who sold 1.2 yuan (USD 180,000) worth of bags on his online platform. He also collaborated with brands like Fendi and Dior.
Last year, Mr. Bags was the topic of a report done by Vice highlighting the major roles key opinion leaders are playing in helping brand market and sell products.