Brand: Balenciaga launches retro pixel game and NFT avatar

Description: Balenciaga has launched two retro mini-games as part of its 520 marketing efforts, which are integrated into the brand’s official mini-program on Wechat. Players can collect Balenciaga star items by searching rooms in the game and clicking on the hidden product icons they discover.

From 10 May, the Balenciaga 520 holiday limited-edition series will also be available in the brand’s stores and on its official website. The collection includes graphic hoodies, T-shirts, shorts, hats and jackets printed with the characters “5:20”, as well as the Hourglass bag, Le Cagole bag and Track sneakers in limited edition colours.

Brand: Lancôme releases customised gift box with exclusive NFTs

Description: In the 520-exclusive custom gift boxes released by the high-end beauty brand Lancôme, users receive exclusive NFTs. This NFT release is jointly operated by Lancôme and Jingdong Lingxi platform. As the brand’s first launch in China’s NFT market, it builds momentum for both brands, and helps the Lancôme lay the foundation for future NFT projects.

Multiple definitions of love

For this year’s 520, brands pulled away from typical imagery such as hearts, leopard print and lipstick marks that were common in the past. Many brands have instead tried to create hype through the depth and breadth in the theme of love, showing fashion items and cultural exchange experiences in different expressions through different themes of “love”.

Brand: Rimowa launches a new sticker set that pays tribute to all kinds of different relationships

Description: Rimowa’s new 520-themed sticker set focused on the five intimate relationships of lovers, friends, family, nature and pets. Created by illustrator Vanilla Chi, this set of…