ANNIVERSARY GIFT: A day before the 70th anniversary of the People’s Republic of China on Oct. 1, Givenchy revealed on WeChat that the brand is giving out 70 limited-edition red T-shirts to its followers for free. The T-shirt is especially designed and signed by Clare Waight Keller and numbered from one to 70.
The brand also released two videos. In the first, model and the face of the brand Lina Zhang said: “I wish my motherland China, happy 70th birthday.” In the second, Waight Keller can be seen signing her name and drawing a big heart on the T-shirt.
By commenting on the WeChat post and sending birthday wishes to China, consumers will have the chance to win one of the 70 T-shirts.
This campaign can be seen as a proactive act for the brand to win back its Chinese consumers. Last month, Givenchy was involved in a geopolitical storm sweeping fashion brands in China. As a result, Jackson Yee, a popular idol with millions of followers, terminated his contract with the Paris couture house.
Givenchy’s announcement on Monday gained almost 20,000 views within an hour.