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.
Barbour x ERDEM delivers exquisite, modern loveliness in the form of a new capsule collection with four key utilitarian, wax jackets from Barbour [IG] and romantic, garden-inspired, poetic dresses and skirts from ERDEM [IG].
Throughout the lookbook, each jacket buttons over ERDEM billowing, lustrous cloud-like chiffon skirts and dresses styled by Felix Paradza and lensed by Jackie Nickerson [IG]./ Hair by Maki Tanaka; makeup by Amy Conway
