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8ON8 maintains its understanding of humor and retro future. Exploring the sustainable garden, 8ON8 endows more items with eco-friendly visual effect. The combination of tailoring suit and recycled fiber fabric is the highlight this season. Besides, all the shirts this season are made by reformed ocean rubbish.
8ON8 x Asics combines high-end functional fabrics and traditional crafts. Structural design and modern sport elements are interlaced through extreme tailoring and the control of body proportion to search for more possibilities. Besides, other classic products and collab collections are shown to present the diversified design style of Asics.
Retro and futurist aesthetic takes the colors of 8ON8 away from classic black, white and gray. The application of luxurious textures creates multiple layers on the flat horizon.
Brand applies splicing, bleaching and water-washing processes on popular denim fabric. The splicing with white denim recreates the design aesthetic. Well-finished denim vest can be worn skin-tight or outside.
HAMCUS released its first S/S collection in Paris in 2017 and got good feedback. HAMCUS has spread its beauty-appreciation, and its iconic brand style is known as the wasteland functional style in China. S/S 2021 collection follows the constant universe concept and presents the futuristic Sci-fi functional style of clothing.
3D pocket, insert pocket and zipped pocket on back part all increase the functionality of clothes.
Zippers allow clothes to have detachable and air-permeable functions, and also increases the charming structural design. The futuristic and personalized clothing well fits the brand’s world view.
Water-washed denim fabric has gentle color tone, which is suitable for whole body styling with details and newness. Air-permeable back design, large decorative pocket, detachable shoulder and splicing all provide denim with features.
The Korean fashion brand KIRSH creates girly styles with a fashion and sweet vibe. The iconic cherry pattern is used widely on products. Its low-prize items are also loved by Korean stars. S/S 21/22 collection continues the sweetness, and the casual items unlock the vital clothing collocation. The collab collection KIRSH X MAHAGRID combines two famous Korean fashion brands and shows chic sweetness.
T-shirt is designed in minimalist drop-shoulder straight silhouette. The iconic cherry pattern on scientific scenery is combined with collab logo. The cherry sweatshirt is clean and cool. It simple embroidery provides the versatile fashion attitude.
The brand iconic cherry element is used throughout the collection through embroidery, offset print and digital print. The combination of smiley face and lovely cherry presents chic vitality in bright fluorescent colors.
Delicate logo on minimalist silhouette is the trendy collocation recently. Loose drop-shoulder round-neck sweatshirt is versatile. Logo print and cherry patterns are used to create sweatshirt items with brand recognition.
German fashion brand Jil Sander was officially purchased by Only the Brave on March 7,2021, joining in the groups of Diesel, Maison Margiela, Marni, Viktor & Rolf, Staff international and Brave Kid. The A/W 21/22 Jil Sander collection was presented online, and the campaign was shot in a hotel in Le Marais. Lucie and Luke Meier remain as creative directors. This collection has clinical significance that can prove our current crisis mode. Long gloves have an operable sense. And they are made of leather without liner and medical crayon, which can make people think of the current epidemic. Monochrome leather trousers use crinkles to produce the emotion of operation. Jil Sander conveys the Purism boldly through direct outerwear and dress, hand-spun dress with tassels and charming underwear dress with lace. Large and gorgeous overall silhouette of this collection hopes people to feel better, and to feel their own power and strength.
Lace underwear dress can better underline women’s lines and charm under the Purism frame. The more frequent design lines present a more free attitude, which is modern yet formal.
Large-scale black & white butterfly silhouette is added into soft and smooth silk fabric, romantic, fantastic and charming. Lucie and Luke Meier still pay attention to the structure and linear silhouette to build new neck details.
The lookbook of Loewe A/W 2021 womenswear collection centered around the photographer Fumiko Imano’s characterization of supermodel Freja Beha Erichsen. Emotional, charming and colorful, it is an extreme visual feast of colors and silhouettes. Instead, rather than the popular medium of digital presentation, LOEWE and Jonathan Anderson have opted to showcase their new collection via printed matter: a newspaper supplement with attached article, released globally in a selection of different broadsheet publications. Geometric concept plays a big role in the whole silhouette and surface process. Commuting suit and nightgown are the core items. Curves and straight lines are interlaced to show the solid yet flowing feel. While quilting, printing, applique and jacquard further improve the comprehensive charm and catch eyeballs.
Suit design is one of the core items in the new season for Loewe. Color-blocking and ornaments are applied on formal tunic suit and suit jacket to weaken the seriousness. The lower garment selects loose cropped silhouette to improve the leisurely feel and practicality.
Influenced by this special epidemic, the futuristic commuting style rises. How to satisfy the dressing requirements of commuters when they come back to the office soon after the stayhome has stimulated some independent designers. Delicate futuristic commuting clothes make the traditional office wear modern, playful and practical. And it is also the creative design according to the features of contemporary commuters.
Millennials and Gen Z will occupy over 60% in the workplace in 2021. The diverse mixed group of Digital Natives with social responsibility and ambition become our search objects. According to the data, there will be 9.09 million college graduates in 2021, which is the highest number in the history. They are a generation of personality, not bound by the conventional working mode. They are more concerned about flexible working hours and changing workplaces in order to obtain a sense of happiness in life.
With the changes of global workplace and the existence of mobile office technique, commuters get rid of the traditional working system and the fixed workplace. Corona virus completely changes the conventional officing mode, and promotes the application of remote working. Diverse workplaces lead to the redefinition of the balance between life and work. Therefore, eco-friendly and healthy officing products are more popular among commuters.
The S/S 2021 collection of Staffonly is also its tenth season. Designers, Une Yea and Zhou Shimo focus on the reform and possibility of office space. Taking Staff as the character of this season, the brand tries to explore the huge but obscure group of salaried people. Staff pays attention to and deconstructs the most daily scenery, office, to provide a dressing guide for the flexible officing. We can not only find the fixed elements of office, but also the prints and details of vacation. These elements weave the Workation image of Staffonly and balance the comfortable dressing experience and functionality.
Inspiration drawn from the twisted fantasy and dark gothic romance. The transparent lace with soft mesh can create a rich 3D feeling through additional romantic ruffles and overlapped hem. The thinner waist can better accentuate the elegant romance of dress.
Gothic romantic dress builds a charming body curve. And the waist string raises the waist line, lengthens the visual proportion and underlines the wasited effect. The original printed and embroidered fabric are applied to create RICK RHE’s unique clothes. And the flexible and elegant flying sleeves with natural flower patterns inject more highlights into the item.
Lace fabric is the main trend of S/S 2021 dresses. The delicate watersoluable lace has soft gloss and elegant patterns. The stringy selvedge and ruffle details underline the exquisite tonality.
Stylish puff sleeves still appear in this season. The stiff tweed fabric and exquisite jacquard tassels present both power and grace through different textures and colors.
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.
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.
The pace of summer is getting faster and faster. In the twinkling of an eye, it is the end of August. Your wardrobe should be updated! How many brands of clothes do you always buy? Before summer sales is over, it’s time to try something new!
The following six niche fashion brands can not only let you catch the tail of summer, but also start with your favorite items at the most lovely price, so that this summer has a perfect end and embraces the coming autumn.
01 All Saints
British nostalgia and low-key punk Romanticism
When we talk about All Saints, people who are fascinated about leather jacket might know that this brand is called “sewing machine”.Because of the mottled and decadent industrial design style in the store, the sewing machine has become the most prominent identification for the brand.
The first time I knew all saints was in Hong Kong. There were a lot of sewing machine decorations in the shop and on the large screen outside. Later, I went to the UK to study and had a deeper understanding of all saints. Although this new fashion brand from London is called the cheap Vivienne Westwood by many avant-garde fashion lovers, I think there is a clear difference between the two brands.
All saints was founded in October 1994 by Stuart Trevor, a British menswear designer, and his wife, Kait Bolongaro who is an entrepreneur. The brand name was originally intended to be named “the saint” under the nickname “ST”.
In the summer before the establishment of the brand, they attended a Carnival Party on All Saints Road in Nottinghill, London. Inspired by the environment, they decided to name the brand “All Saints”.
Music and art have always been the core of All saints. From the promotion of image films to the opening of stores, brands will cooperate with different musicians and artists. All saints holds LA Sessions from time to time in the studio in Los Angeles. The Sessions music project has cooperated with different musicians, and has also found graffiti artists to complete their works on classic leather clothes. The brand has developed in the spirit of East London, where music, creativity and art are flourishing.
In fact, the cultural axis design method can be attributed to the successor creative director Wil Beedle. Compared with the creative director of general fashion brands, he has a profound background in fashion courses. In fact, Wil Beedle graduated from Cambridge literature department and went to Paris to study visual art and painting after graduation. That’s why you won’t see too complicated design in the design, but you can definitely see the story of brand’s research on music, art and other cultures in details.
Back to the brand design itself, exquisite printing and grinding and other hand-made processing make All saints’ clothing with a decadence rock style, but also full of nostalgic and low-key romanticism. It seems to recall the gentry feelings of Great Britain and pay homage to the modern punk rock art.
Besides, leather clothes, the most important part of All saints, are not only the changes in the leather, but also make the upper body more attractive. From the classic neutral Balfern without waist down to the short version of Papin and other styles, they reflect the diversified version and different waist design, so that they can conform to different body shapes.
Also brilliant are accessories and bags, excellent old-fashioned effect and bohemian style, the brand’s unique energy burst out.
Its style is relatively stable, so the basic style is a must-have item. It is suggested that leather coat is really worth starting with, followed by skirt and accessories bag. Secretly, the discount of summer sales is as low as 40% now. Don’t hesitate to start your favorite item!
Exquisite elegance from England
Compared with All Saints, Whistles,which is a British brand,will be more bright and should have been promoted to the heart of many people. At the closing ceremony of the 2012 Olympic Games, Kate wore whistles skirt, which made her famous.
Founded in London in 1976 by Lucille and Richard Lewin, whistles is now part of oasis, a British clothing brand. After Jane Shepherdson, a former Topshop director, was appointed CEO in 2008, she changed the style of history to make the outline more concise and the color more exquisite.
The design is distinctive and characteristic, not to say much chic, but elegant and tasteful. It pays special attention to the details of hand embroidery and nail beads, which is exquisite and exquisite, and is committed to creating effortless fashion. When it comes to the most utilized clothes in the wardrobe, they must belong to this brand.
Simple and exquisite casual wear, suits with various silhouettes, and skilfully tailored skirts, each type exudes a charming temperament, which can be satisfied in this brand, whether in the street, in the restaurant, in the activities or in Po meizhao.
Whistles is also experimenting with the design of wedding dresses and bridesmaid gowns. The price is very simple and elegant, which is suitable for tall and slim girls.
In terms of accessories, I don’t really recommend it. The overall design is relatively ordinary, and there is no particularly eye-catching performance, but the clothing is still very good. We should seize the opportunity of discount now
03 Marc Le Bihan
Cool and low-key French dark pioneer
Maybe someone will see a question mark in their brain when they see the brand name, but believe me, the design of this brand will never let people down. Marc Le Bihan is a low-key French avant-garde brand. Its clothing texture and lookbook style are mainly in dark color. Look has a strong industrial style as the background.
It can bring you different delicacy and elegance, as well as a bit of charm. It is bright and decadent. The elegant and exquisite outline is woven by light Chiffon yarn, cotton cloth and silk, which is cold and aesthetic.
Marc Le Bihan is good at shaping the texture and shape of clothing with different materials. The gauze skirt can be complex and multi-layer, and can also be single-layer exquisite carving and hollowing out. She is good at selecting colors close to black or white, and innovating various series by using traditional dyeing technology.
Pure handmade, the raw materials used are very exquisite, the principle of handicraft is always to adhere to. It is very in line with the Oriental aesthetic. Many styles of self-cultivation can show women’s soft or neutral side, but avant-garde is not too flashy. It can be used in many occasions, but it can also attract eyes crazily.
Designer Marc Le Bihan’s study of clothing began in his youth. In his early days, he did textile work in the famous Gobelins workshop in Paris. His working experience and learning during that period made Marc Le Bihan form a very good taste of handcraft.
At the same time, influenced by famous designers such as Yohji Yamamoto, REI Kawakubo, Martin Margiela, Joseph Beuys and other well-known designers, he has gradually become a designer with strict personality and is committed to creating fashion classics that will not fade with time.
04 3.1 Phillip Lim
Chill cool and fashionable Chinese designer brand
Phillip Lim Lin Neng Ping is a model of Chinese American designers. After Jimmy Choo and Vera Wang, he is another Chinese American designer who is popular in Europe and America. The American Fashion Designers Association presented him with the emerging talent in Womenswear women’s fashion design award in 2007. 3.1 Phillip Lim is a brand he set up in 2005, which is very distinctive and simple.
Vogue describes it as “pretty but cool” and “don’t try too hard”.
I began to know that this brand was attracted by the design of the show when I sorted out the slender features of various brands in a fashion week. Later, it was learned that 3.1 Phillip Lim is famous for its neat tailoring, slim fitting effect and gorgeous details. Classic clothes such as slim pants and high waist cocoon shaped small dress are also popular among stars.
In addition to these impeccable fashion design, the bag is also attractive to me. No matter from the color, fabric or style, it gives people a bright feeling. Each style seems to be suitable for various occasions, as if there is a magic that must have such an item.
Top Japanese niche brands with unique tastes
Sacai originated from Japan, and its positioning is a small fashion brand. Therefore, it should be a relatively unfamiliar brand for many people, and the price of brand niche is also very small. In 1999, Sacai was founded by Japanese designer Chitose Abe Abe, who was a late bloomer.
Chitose Abe is a close disciple of Rei Kawakubo of Kawakubo. He was engaged in layout cutting at CDG. Later, he joined Junya watanbe’s design team. Under the influence of his ears and eyes, Chitose Abe’s design style was also deeply influenced.
With its unique sports style, Sacai has won the affirmation and love of many fashion giants. He was once the most interesting designer.
The delicate pleated cotton cloth, with its unique design of overlapping shadow and displacement, has won the hearts of many trendy icon. Even Edison Chen has publicly said that he loves this women’s wear brand very much.
▲Sacai x THE NORTH FACE
▲Sacai x fragment design x CONVERSE
▲ Sacai x Nike LDWaffle
The reputation of Sacai is due to several joint design, and Sacai, who has always been a low-key player, began to show up. With high design recognition and unique style, it has been sought after by many fashion stars,In the last two years of Paris fashion week, you can always see many stars in Sacai’s show.
This brand is suitable for fairies who like low-key and details. The style of sacai women’s clothing is exquisite and charming, and the texture of clothes is light and elegant. Whether it is the unique totem on the knitting, or the delicate, light and elegant fabrics, as well as the clothing with unique modeling feeling, can highlight the unique characteristics of the brand.
06 LOW CLASSIC
Korean fashion brand full of femininity
Low class is a local fashion brand in South Korea. It was founded in 2009 by Lee Myeong sin, Hwang Hyun Ji and Park Jin Sun, three female designers who graduated from Seoul Jianguo University. Its style and aesthetic fit Asian people. In recent years, it has attracted more and more public attention and is loved by Korean stars and fashion people. It also often appears in Korean dramas.
Its design style is fashionable and simple, which brings fun through tailoring details and embellishment colors. Designers like to emphasize the visual effect by using printing patterns and other elements on the basis of black and white two-color, giving people a simple and not boring feeling, creating a low-key and unique personality fashion.
The reason why low class has always been popular with young people is that its clean cutting combines with street sports culture. The style of clothes is very casual, and there is a sense of design, so people don’t think the clothes are cheap.
Lazy knitted fabric into a gentle color, the style of a little more ladies can choose to try, but all knitwear can make people more feminine.
The new leather collection bag is chic style. I think the shape and color of these bags are very good. The unique color makes the identification higher. There is no unnecessary decoration, and it is more clean and versatile.
In the past, low class has always faced the public with high street leisure style. Nowadays, its style is more mature and the workplace is closer. The audience has increased from young trendy people to mature women.
However, there are many negative voices about this style change. Low class is also known as “Korea Celine”. I think there are different opinions on this. There is no need for the general public to blindly pursue luxury goods and lose their rationality. After all, fashion is constantly updated, and the most important thing is to be suitable for themselves.
To tell you the truth, I still like the high fashion style after the transformation of low class. The femininity is increasing and the behavior is a pictorial.
It’s time for fairies who like or are growing grass to chop their hands with summer sales!! Let’s say goodbye to this summer and welcome autumn with new clothes.