Miffy x Ledin

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Our work

Dick Bruna’s cute and timeless white bunny Miffy celebrated her 65th anniversary in 2020. Celebrations in China started with a fashion collaboration with Ledin, a teenage label within Peacebird Group known for its minimalist design and fresh modern appeal. The summer collection echoes Miffy’s ‘Less is more’ philosophy, bringing color and fun to Gen-Z shoppers.

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Anniversay celebration capsule

Stores in china

0M+

Social media reach

Target age

The anniversary collection was made with fashionable, energetic young adults in mind. Miffy x Ledin was sold in over 200 bricks-and-mortar stores in mainland China, as well as its own online store and other outlets such as Weibo and Tmall.