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Our office: F3，Donglong Building, No. 158 Shuanglian Road, Hongqiao Business District, Shanghai.
Phone number:+86 21 64083371
Reversed Future is one of S/S 2021 theme color trends released by POP in October 2019, presenting a parallel world that never happened. Retro futurism contributes to a palette that merges nostalgia and futurism. Technical Orange Tiger, Digital Multicolor, Bright Violet and Vivid Blue are basics, pairing with Purple Heather, Sharp Green and Lemonade. Anthracite, Star White and Limestone mitigate and add depth, exploring an unknown journey.
Unveiling mysterious Purple Heather is to travel through the time tunnel. Just as digital waves are free from the constraints of space, Purple Heather takes us to the parallel world of the past and the future. On S/S 2021 menswear catwalks, Purple Heather reinterprets the design language of street menswear with its mysterious and elevated hue.
Technology changes our era. The high temperature of magneto-caloric effect brings heat as well as Orange Tiger, driving us to explore the future and the unknown. As a bold bright on S/S 2021 catwalks, Orange Tiger injects new energy into street items such as outerwear and knitwear.
This colorway is inspired by infinite imagination of the virtual world. As a key color of early spring, energetic Orange Tiger meets cold Digital Multicolor. Star White and Anthracite give a real touch, while Vivid Blue enriches the palette. Digital Multicolor adds a lavish futuristic technical feel and displays the retro futuristic aesthetics.
Technical digital theme prompts the rise of unfocused prints and injects new vitality into flowers. Painting, twisting and layering bring rich intonation and visual effects to flowers.
The Philippine artist Olan Ventura has created a number of acrylic paintings in the tradition of 17th century Dutch still life. His paintings duplicate symbolic details in Vase by Jan Davidsz de Heem in 1660. Its ragged edges drop to grapes and other parts. His works are imbued with twists, abstraction and artistic feel.
Ink painting flowers are stacked on the blurred and painted background, strongly artistic. Crossed brushstrokes create a blurred and unfocused visual effect. Single lines draw layers.
Light blurred flowers dominate and pair with twisted, diagonal and waterfall fusion techniques to appear on the twisted and blurred background, delivering a psychedelic and mystical feel.
Fendi S/S 2021 show is held in Milan as scheduled. La Famiglia, Fendi S/S 2021 collection, is inspired by family, the designer’s childhood and the family life during pandemic. Silvia says, “Time spent with family – descendants who raised together in Rome – prompts quiet introspection in a window or garden to watch the world go by.” Looking out from the inside, looking out from the outside, shadows and reflections are projected throughout the series. She explains the memory and thinking about the childhood, family and life. As for the setting, traditional elements and home life are mixed. The flowing white curtain is ethereal. The wavy sofas on the runway are also draped in pure white cotton, echoing the white curtain. Recently, Fendi appoints Kim Jones as the artistic director who will be in charge of women’s haute couture, ready-to-wear and fur collections. Silvia Venturini Fendi continues the responsibility of accessories and menswear collections. But Kim Jones remains the artistic director of menswear. It’s said that the A/W 2021 collection will be the first ready-to-wear collection of Kim Jones in Fendi.
Whites are warm and peaceful, revealing this series longs for natural tones during self-healing in home life. The puffa jacket emphasizes the warm tactility of white.
Blues are pure visually. They are positive and healing, more appealing in this environment. This season blues are gentle and elegant.
This season formal wear is blended with leisure and ease. Bright red is passionate, bright and dynamic. It is estimated to be a key color for modern elegant clothes.
This report focuses on ZARA, H&M and Urban Revivo. This season collaborative IP patterns frequently appear. Urban leisure style becomes the main style in early autumn. Breathable cotton and linen as well as natural silk remain key fabrics. The dress is the most popular item. Shirring still holds a large share.
1. Zara selects Mica Arganaraz for its A/W advertising campaign. 2. The collaboration collection of H&M and Giuliva Heritage is on sale on 3 September. Its minimalist style resembles Jil Sander. 3. H&M joins hands with Justin Bieber for a street collection. 4. H&M teams up with Lebanese designer Sandra Mansour for a co-branded series. Liu Wen leads the summer styling.
Dresses, trousers and tops hold the highest percentage. Outerwear shows an obvious growth, followed by skirts and vests. Cartoon images, daily casual items and blazers dominate. As for silhouettes, casual loose shapes are main. Wide-shoulder design is employed. Vests and other tops also increase.
Giuliva Heritage is founded in 2017 by a couple, Gerardo Cavaliere and Margherita Cardelli. Margherita always borrows clothes from her husband’s wardrobe, and later they reinterprets womenswear with menswear outlines. The brand is famous for its neutral and modern lines, as well as nonchalant yet tasteful items.
The rapid momentum of the licensing market has swept across all walks of life, and cross-border co-branding in the fashion industry has become a trend. IP now become a powerful force for brands to connect with young consumer groups.
Strong IP x fashion
Support brands to quickly attract attentions and enhance its product power
Kappa x “Crayon Shin-chan” joint series of shoes: On the 30th anniversary of Crayon Shin-chan’s “debut”, the joint shoes with Kappa are launched.
– When the national tide is on its way. Chinese style takes over
Li Ning and the official cross-border authorized agency of Dunhuang Museum-fresh and living things, explore the Silk Road together in the desert show.
– From fashion to high end luxury
Gucci Disney series
Light luxury brand GUCCI teamed up with Disney’s classic cartoon character Mickey Mouse and bring us a New Year collaboration series. We can see the Mickey Mouse image is on every single product. From clothing and bags to watches and accessories, this series is extremely rich.
UNIQLO X DISNEYX AMBUSH Tripartite crossover
The Disney Minnie-themed UT series launched by Uniqlo and AMBUSH is officially on sale. Within one day, six joint UT models have sold more than 10,000 pieces in Tmall stores.
Do you still remember the classic hit Uniqlo x KAWS series in last year? It was sold out in 3 seconds, driving the search volume of Uniqlo brand on Tmall to increase by 37 times, Weibo topic hastag views reached 470 million. Uniqlo parent company bucked the stock market and rose up to 4.58% as of the closing time on June 5.
According to the “2020 Global Licensing Market Report” published by the International Licensing International Association in New York, USA, the global retail sales of licensed goods increased to 292.8 billion US dollars in 2019. Fashion authorization ranks third with 33.8 billion U.S. dollars (11.5%).
Bosie is a genderless fashion brand co-founded by designers from London College of Fashion and Institute of French Haute Couture. It aims to break all limits and rules to provide gender-neutral items for fashion-inspired consumers via stylish design, cutting, high quality and affordable price. Retro and playful products present adults’ innocence, seriousness, freedom and romance.
Retro color proportion is youthful. Placement collage patterns are unique and novel. Playful colors enliven overalls. The loose silhouette is comfortable and durable, with color-blocking to brighten the shape and add depth.
Color-blocking enriches the visual effect, with deconstruction for fun. 3D patch pockets show newness. Placement color-blocked decorations and patterns are chic and lavish.
Color-blocking is clean and simple. Pockets on the chest and fun patterns make items lively and appealing.
For the young market, comfy silhouettes pair with dynamic brights and bold patterns to inject optimistic moods, renew practical two-mile wear and release vigorous and inclusive underwear and loungewear collections. Brights and statement-making prints inject an air of youth into home hub themes. Jersey T-shirts are worn over full-cup bras, and cutouts fit low-intensity activities and everyday wear. Comfortable and versatile silhouettes are employed. Marble prints upgrade classic slip dresses and underwear sets. Boxy shorts update sleepwear sets, and this silhouette has been popular among young ladies. In view of the popularity of knitted sets, jumpsuits fit for sofa and streets can be explored.
Comfort is the focus. Color-blocked lace or spliced patterns make simple triangle bras more fashionable and attractive to young ladies and teenagers. Abstract animal prints or modern flora textures contribute to multiple pieces of briefs which echo each other in colors and prints, thus promoting sales.
Panels in tonal colors but different textures are stitched to show newness, such mesh and stretchable fabrics, matte and sheeny fabrics. Besides, color blocks give a vigorous feeling to basic styles, fully showing the appeal of trendy colors. In light of consumers’ attention to new eco-friendly materials (especially close-to-skin items), organic cotton, breathable and non-toxic dye are advised.
Modern sports bras tap into consumers’ demand for various occasions. The broad elastic band below the chest offers stronger support, fit for low-intensity exercises. Cutouts are youthful and individualized. High-neck design is recommended, so the item can be worn as a top.
The social environment has improved, the order of all walks of life is gradually return to normal, and the fashion industry in China is also ready to recover. Local fashion week is about to be held.
Chinese clothing brands have a long history of not developing as well as Western clothing brands, but since the reform and opening up, their growth rate cannot be underestimated. From traditional clothing companies to independent designer brands, what is their current status?
The brand awareness awakening of traditional corporations
With the rise of the southeast clothing manufacturing industry in the 1980s, the first batch of Chinese clothing brands came into being. The times have changed and the competition is fierce. Nowadays, every unbeatable brand will not be eliminated by the times and must keep up.
Lining, who has just finished the big show in the Dunhuang Desert, has realized the transformation from a traditional sports brand to a sports fashion brand. It hosted a catwalk at the International Fashion Week, inviting fashion stars to endorse the brand, attend the fashion show event, open a fashion flagship store, and bold cross-border cooperation. The series of actions are all changes made by this traditional sports brand to adapt into the times.
The perfect combination of professionalism and fashion, and the enthusiastic feedback has shown that this initiative has achieved good results.
As another clothing brands in the first batch, EP was dedicated to creating mid- to high-end women’s clothing with oriental beauty.
16 years later, EP Yaying launched a dual-brand strategy, with “the world’s EP, China’s Yaying” as its brand vision, EP focused on oriental clothing with more international and modern aesthetic. Yaying is focused on traditional and classic Chinese aesthetic clothing.
It is the 24th year since the establishment of the earliest designer brand exception in China. The founder Mao Jihong believes that “culture is the core of design”, and then founded Fangsuo Bookstore and moved the exception into the bookstore. Fangsuo is not so much a bookstore, it is more like a cultural space selling lifestyles at the same time, where exceptional brands become soulful and three-dimensional. In addition to clothing, they are closer to consumers from different angles of life.
During the epidemic, thanks to the opening of brand Micro Mall stores, Mao Jihong appeared in front of the camera of the first live broadcast festival in Guangzhou, personally communicated with consumers online, keeping up with the pace of the times.
Of course, not all marketing strategies in the new era are suitable for traditional companies. How to respond quickly and present the company’s own strengths with different marketing methods is the long-term strategy for the brand.
The international road of Chinese clothing brand
In recent years, more and more Chinese brands now are listed as the global fashion week attendees.
According to incomplete statistics, there are nearly 90 Chinese brands that published works in the four major international fashion weeks in 2018.
The development of the Internet has also brought convenience to online shopping. Chinese brands are constantly launching attacks on foreign online malls to seize overseas markets.
Beside brand’s own management, it has an invisible mission of “how to convey the beauty of the East”. This issue has been around since the birth of Chinese clothing brands. How to keep the oriental elements and develop among these brands?
Not matter its domestic or international markets, the foundation of a brand and its clear positioning are important. For example, the Yaying Group mentioned above that they know the EP’s design style and modern design are difficult to blend, so they seek intro another direction. The EP brand faces the international market, and oriental elements need to be incorporated into more modern designs.
The Edition, a mid-to-high-end women’s clothing brand under the EPO Group, directly positions the brand accurately and precisely as “GENTLEWOMEN” (female gentleman).
The wide silhouette and elegant feeling, coupled with the Chinese elements embellished in the details, create the beauty of the national style with the atmosphere. It interprets the sonorous and unrestrained side of modern China. At the same time, it portrays the portraits of independent contemporary Chinese women.
Of course, there is no shortage of young designers who express their attitudes straightforwardly in Chinese texts.
The situation of “big manufactory country, small brand country” is under reversion and rewritten by different aspects of Chinese style. In addition to the efforts of the brands established in this part of the early days, a new generation is coming.
The status quo of independent designer brands
With the rapid development of Chinese economy, the new generation with design dreams and fashion pursuits has obtained the opportunity to study in the professional art and Design College. A large number of new designers who have returned from their studies have started their entrepreneurial path. More bold and innovative independent designer brands is springing up. This is not much smoother than the entrepreneurial reform of the predecessors.
In the face of fierce competition in the market, traditional companies have a solid foundation, brands also have mature operating models with luxury goods and fast fashion, so there are no much market share left for independent designers.
While they continue work hard on creation, it is not easy for them to face plagiarism and price war from low-threshold online shopping stores. Fortunately, local fashion weeks, offline buyer stores, and theme activities on online shopping platforms are constantly giving new designers a greater platform.
In cross-border cooperation, there were cross-border gift boxes of cutting-edge designer brand MUKZIN and Maltesers before, and cross-border catwalks by CHUYI.STUDIO and Huolala. The endless creativity continuously stimulated the young market.
At the same time, it can be said that many of the “predecessors” recognized the new designer’s ability of joint cooperation, such as the joint series of designer Xia Yiqi and HanDu, and the joint series of earlier designers ANGEL CHEN and H&M, which are enough to prove the design standards of recent designers.
Designer ANGEL CHEN also won the top four in the Netflix fashion show “Next in Fashion”, once again showing the world the strength of the young generation of Chinese designers.
Among the 20 designers shortlisted in the semi-finals of the LVMH Young Fashion Designer Award this year, the name of the young designer YUHAN WANG appeared.
Most of the early independent designers in China also emerged from domestic fashion competitions. Today, these young people can confidently stand on the international arena and achieve high-profile results.
Their reach and vision are not limited to clothing. They also concerned about the close relationship between art, culture and fashion. For example, in addition to the design and development of clothing, ROARINGWILD, a local street fashion brand that has been in existence for 10 years, has also contributed to the promotion of local street culture to gather more young people with the same hobby to participate.
Compared with the predecessors, the cross-border cooperation of the new designers is more bold and avant-garde. And in terms of brands, they can quickly adapt to various marketing methods. There are also many young independent designers such as Liu Qingyang, Susan Fang, Shangguanzhe, Xander Zhou, Wang FENGCHEN, Ms. MIN, etc., who have gained the favor of many loyal fans at home and abroad. The new era brought by the new generation is better and better.
Consumers’ pursuit of novelty drives the development of enhanced natural colors. Enhanced natural colors consist of strongly digital organic colors, vigorous and optimistic. Dynamic and positive brights upgrade familiar styles and details. Unique hot hues can transform basic shapes, prints, fabrics and embroideries. This report will deeply interpret strongly digital positive brights.
Festival Fuchsia is a key color for S/S 2022. Its supernatural feature and mood-boosting quality make it ideal for both the real world and digital world. Festival Fuchsia, Grape Wine and Bright Cobalt inject vitality into embroidery. Handicrafts create print and dye effects, fit for embroidered intimates, sleepwear and loungewear, or holiday series.
Pink evolves to be saturated rose red and mixes with a blueish tinge in S/S 2022. Festival Fuchsia will sweep all seasons with its saturated quality sense, ideal for both offline and online. In this society full of challenges, bold pink will show its strong appeal to new optimists and bring positive energy and vitality. It has been popular in the young market.
Festival Fuchsia is statement-making and independent. Handcrafted embroideries soften this color, with fine straps and lace for sexy bright collections which are put in display area to attract young consumers.
The bride is the most beautiful woman on her wedding day. If the bride is the brightest moon in the sky, the bridesmaids are little stars. They complement each other. Bridesmaids play an essential role. Therefore, their dresses are also meticulous and match the wedding theme.
One-shoulder gowns are popular with their elegance and sexiness. Quality fabrics such as silk make gowns comfortable and elevated.
Slop-shoulder and one-sleeve designs are more unique. Silk is sheeny and premium. Trousers are worth a try. Trousers are less elegant but neater, with feminine elements such as ruffles to soften this kind of style.
Fine shoulder straps work with the V-neck design for simple yet seductive styles. Jewellery on the neckline brightens the gown. Silk and gauze can pair with pleats, beads and embroideries for unique gowns.