How were Hello Nancy products integrated into the fashion show?

Hello Nancy products were incorporated as accessories on models, styled in various ways such as held in the hand, clipped into styling, attached to a bag or garment, or integrated into the silhouette.

What shared philosophy do Ray Chu and Hello Nancy have?

The partnership reflects a shared belief that self-expression need not be overly serious to be meaningful, with both brands known for their playful energy and willingness to blur categories.

Ray Chu & Hello Nancy Partner for SS27 London Fashion Week

Q: What was the intention behind integrating sexual wellness products into the fashion show?

The activation’s intention was to showcase pleasure and sexual wellness as part of everyday life without making it feel like a sensationalized statement piece.

Fashion designer Ray Chu collaborated with sexual wellness brand Hello Nancy for his SS27 London Fashion Week presentation, integrating fruit-inspired products into the show's styling and activation. The partnership aimed to showcase pleasure as part of everyday life.

Fashion designer Ray Chu partnered with sexual wellness brand Hello Nancy for his SS27 London Fashion Week presentation, integrating Hello Nancy’s fruit-inspired products into the show’s styling and activation.

The collaboration took place on Friday, September 18, in London, during the Ray Chu SS27 presentation at London Fashion Week. A Hello Nancy representative stated that the partnership aimed to bring a "refreshing, playful take on pleasure to the show."

Collaboration Details and Product Integration

Hello Nancy joined the Ray Chu presentation with an activation described as a "natural extension of the collection," rather than a conventional brand activation. Guests at the event were able to explore Hello Nancy’s colorful, fruit-inspired products, including new tennis-inspired launches named Smash and Ace.

In selected styles, Hello Nancy products were incorporated as accessories on models. These products, including the Lem, which the company reports has sold over one million units, were styled in various ways: held in the hand, clipped into styling, attached to a bag or garment, or integrated into the silhouette. The activation’s intention was to "showcase pleasure and sexual wellness as part of everyday life without making it feel like a sensationalized statement piece," according to a Hello Nancy representative.

Designer Chu commented on the collaboration, stating that he wanted to create something "a little unexpected, exuding both confidence and whimsy" with Hello Nancy. He noted that their products are "playful by nature," and their fruit-shaped forms complemented the collection's energy. Chu expressed a desire to integrate pleasure naturally within the styling and atmosphere of the show, rather than treating it as separate from daily life.

Shared Brand Philosophy

The partnership between Hello Nancy and Ray Chu reflects a shared belief that "self-expression need not be overly serious to be meaningful." A Hello Nancy representative highlighted Ray Chu’s work as known for its "cheeky energy, inclusivity, and willingness to blur categories." Hello Nancy, in turn, brings a similar "openness to the sexual wellness category," creating approachable products that encourage curiosity and exploration.

Rachana Ramchand, Hello Nancy co-founder, stated that Hello Nancy believes pleasure has a place in the wider self-care and wellness conversation. Ramchand noted that Ray Chu "speaks the same language as Hello Nancy—approachable, but also exciting and unapologetic." She added that the collaboration allowed Hello Nancy to appear in a fashion context that felt "organic and true" to the brand, making room for people to normalize sexual wellness and view it differently.

Ray Chu's Presence at London Fashion Week

Ray Chu has secured a recurring spot at London Fashion Week since 2022, following a debut in Shanghai. The brand is known for its dynamic crossover collaborations and integration of technology into fashion. Previous collaborations include partnerships with companies such as Tenga Japan, and features with Chinese and British celebrities. Ray Chu champions diversity, body positivity, and sustainability.

The Ray Chu SS26 collection, for example, took inspiration from Taiwan’s midnight shores, featuring crystalline tailoring, gender-fluid silhouettes, and sustainable design. This collection incorporated plant-based upcycled fabrics, scented mint-based fabric, and jersey pieces made from Crystalline Ice plant fibers with cooling effects. The brand's signature suiting was redefined with structured shoulders and cinched waists, embellished with Swarovski® crystals.

Ray Chu's past collections include "RAY CHU SS25," "RAY CHU SS24 Ocean With Love," "RAY CHU AW23_ What's the T," "RAY CHU SS23 Chapter V KISS ME," "RAY CHU AW22 CHAPTER IIII - TOUCH ME," "RAY CHU SS22 - I HEART YOU," "RAY CHU CHAPTER ll - CENTIPEDE LOVE," and "RAY CHU Chapter l - SS21."

Key Facts

Fashion designer Ray Chu partnered with sexual wellness brand Hello Nancy for his SS27 London Fashion Week presentation.
The collaboration took place on Friday, September 18, in London.
Hello Nancy products, including the Lem, were styled as accessories on models during the show.
The activation featured Hello Nancy’s colorful, fruit-inspired products, alongside new tennis-inspired launches Smash and Ace.
Hello Nancy co-founder Rachana Ramchand stated the collaboration aimed to normalize sexual wellness.
Ray Chu has been a recurring presence at London Fashion Week since 2022.