Barbour X Feng Chen Wang Launches in Barbour's Stores in China and Online

Barbour X Feng Chen Wang Launches in Barbour's Stores in China and Online AOC Fashion

British heritage brand Barbour [IG] is rapidly expanding in China, opening over 40 stores in major cities like Beijing, Shanghai, and Chengdu, targeting the "quiet luxury" market with its heritage waxed jackets. The brand is localizing by launching exclusive, tailored collections for Asian consumers and collaborating with Chinese designers and cultural figures.  

Barbour x Feng Chen Wang

Just as Burberry is seeing positive revenue results in China, so is Barbour, who reported today a 9% increase for the year ended April 30, 2025, with a 14.1% operating profit increase.

Barbour partnered with Chinese designer brand Feng Chen Wang [IG] on this capsule collection, one imbued with cultural storytelling and timed with Chinese New Year 2026 or the broader Lunar New Year in Asia.

Models Diwen Wang and Shao Minghao front the campaign, styled by Anders Sølvsten Thomsen.