Kris Wu walks the runway during the Louis Vuitton S/S21 Men's Collection show at Shanghai Tank Art Park on August 6, 2020 in Shanghai, China. Photo: VCG

YEEZY, the fashion brand established by US rapper Kanye West, surpassed Supreme to top the brand section of the 2020 Fashion IP 100 list, which was released by the Suntchi's resource cooperation platform Fashion Exchange and Alibaba's big data platform CBNData on Monday. 

The list covers the most commercial valued global fashion IPs in China in terms of designers/designer brands, celebrities, artists and influencers, and evaluating them according to three standards: a consumption index, search frequency on Chinese search engine Baidu and popularity on China's Twitter-like Sina Weibo.

Millennials and Generation Z grabbed 28 positions on the list this year. Born in 2001, US singer Billie Eilish, who came in at No.56, is the youngest celebrity on the list. Chinese-Canadian singer Kris Wu, who enjoys overwhelming popularity on social media platforms such as Twitter and Instagram as well as China's Twitter-like Sina Weibo, rose to the fourth spot on the list. He is also the only millennial in top 10. 

Chinese actor Shawn Yue was the highest ranked celebrity at No.3, while Chinese supermodel Liu Wen (No.8), US singer Rihanna (No.11) and US singer Taylor Swift (No.25) were the next highest ranked celebrities after Wu.

Idols from ACGN (animation, comics, games, and novels) culture and online influencers are becoming increasingly major players in fashion with the development of digital media. ACGN culture is particularly cultural ties to Japan. Hatsune Miku, for example, is one of the most popular virtual fashion IPs in the world market. The virtual vocaloid came in at No.1 on the list of virtual fashion IP. 

According to Chen Lei from CBNData, co-branding is now becoming a major strategy and a new trend for fashion brands to attract consumers and expand their influence in the market. For example, the collaboration between UNIQLO and KAWS has earned a record number of 470 million views on Sina Weibo, while the stock of UNIQLO's parent company went up by 4.58 percent after the collaboration was launched.