Entering Douyin and Shanghai show, Louis Vuitton accelerates its deployment in the Chinese market

On August 6, the French luxury brand Louis Vuitton held an offline fashion show in Shanghai to showcase the 2021 spring and summer menswear collection. At the same time, it was also broadcasted live on Douyin, Weibo, WeChat and other platforms. The number of views on Weibo exceeded 50 million and the number of likes exceeded 390,000, which attracted the attention of the industry. On the same day, Wu Yifan (Kris Wu), Fan Chengcheng (Adam Fan), Di Lieba (Dilraba Dilmurat) and other celebrities attended the show. Wu Yifan (Kris Wu), as the brand ambassador, wore a white suit from the 2021 early spring series and a giant doll on his shoulders.

Wu yifan fashion star

Industry insiders believe that digital fashion shows have become the norm during the epidemic, Louis Vuitton has been so lavishly displayed its 2021 spring and summer menswear collection in Shanghai through the “offline + online” approach, which shows that the brand is accelerating its deployment in the Chinese market and think highly of  the younger generation as consumer groups.

Wu yifan fashion star

Through Shanghai fashion show Louise Vuitton settled in Douyin, view numbers reach to 40 million

The Louis Vuitton Spring/Summer 2021 menswear collection fashion show is inspired by the “floating bottle”. As early as July 9, Louis Vuitton released the series of short films and cartoons at Paris Fashion Week, featuring Louis Vuitton Spring/Summer 2021 menswear in the red containers departed from Paris and drove slowly eastward along the Seine, arriving in Shanghai and Tokyo. In the cartoon, the lively animated characters Zoooom with friends follow the container shipment.

LV fashion brand

The fashion show held in Shanghai this time is the fifth fashion show since Virgil Abloh, the brand’s menswear art director, takes the helm of Louis Vuitton menswear. Virgil Abloh is known as the representative of the new wave of fashion, cross-border architecture, home furnishing, art and other fields. He joined Louis Vuitton in 2018, abandon the stereotyped appearance of high fashion, and integrated it with street culture, and launched Several hot items. In this spring/summer 2021 menswear collection, Virgil Abloh is inspired by “innocence”, launching menswear with clashing colors, jackets with exaggerated silhouettes, and 25 items made of recyclable materials.

While holding an offline fashion show in Shanghai, Louis Vuitton officially entered the Douyin platform via online live broadcast on August 3, launching the topic “LV21 Men’s Wear Show” to preview the fashion show. Till 11 a.m. on August 7, the account has 68,000 followers and reach nearly 100,000 likes. The 2021 spring and summer menswear show has been played more than 40 million times.

Accelerate the layout of the Chinese market, and the future luxury brands will be focused online

In fact, Louis Vuitton is not the first luxury brand to test the Douyin platform. As early as 2018, Dior opened an official Douyin account. Since then, first-tier brands such as Gucci and Bulgari have also joined. Louis Vuitton previously entered “Red Book” in 2019 and became the first luxury brand to enter the platform. This year, it also conducted its first live broadcast on “Red Book”. This time, Louis Vuitton used the topic of the Shanghai fashion show to enter Douyin, which shows that its emphasis on the Chinese market and millennial consumers. It is also in line with Virgil Abloh’s younger and street-oriented design trends in recent years.

Louis Vuitton’s parent company LVMH Group recently released data for the first half of the year. During the report period as of June 30, LVMH Group achieved income of 18.393 billion euros, a year-on-year decrease of 27%, and profit fell 68% to 1.671 billion euros. Net profit was 522 million euros, a sharp drop of 84% year-on-year. Among them, the revenue of the LVMH fashion leather department, where the core brand Louis Vuitton is located, fell 23% year-on-year to 7.989 billion euros, and profit fell 46% year-on-year. LVMH stated in its financial report that under the strong promotion of the Chinese market, the performance of the Asian market improved significantly in the second quarter, and the decline narrowed to 13% from the 32% in the first quarter.

Statistics show that global luxury goods sales reached 310 billion US dollars in 2019, of which the Chinese market accounted for 35%. Affected by the epidemic, global sales of luxury goods have been severely frustrated, and the speed of recovery in the Chinese market has caused major brands to shift their focus to the Asian market dominated by China. Industry insiders predict that the sales weight of luxury brands in the Chinese market will increase substantially in the future. However, compared with opening stores, the future focus of luxury brands represented by Louis Vuitton will be on e-commerce and digital marketing.

View more fashion trend for clothing: https://www.popfashioninfo.com/trends/

Flag-patterned clothing made the world’s premiere on ANTA TMall Super Brand Day to create a fashion feast

On July 27th, ANTA launched the first Tmall Super Brand Day. During this event, ANTA 2022 Winter Olympics official licensed product flag series sportswear was released. This event ANTA leveraged the influence of Tmall’s first marketing IP on the entire network. The digital empowerment of new products has brought more new choices to consumers, and also allowed ANTA Tmall Super Brand Day to get a satisfactory performance. Data shows that during this event, ANTA’s one day sales surged by 1777% year-on-year, setting a record for the highest single-day sales except Double Eleven, and ranking among the TOP2 in the industry.

The ANTA Tmall Super Brand Day not only brought a fashion feast for consumers , but also marked that ANTA and Tmall have joined hands to cooperate further, setting a new model for the electronic and digital development of the apparel industry.

A number of stars attend to support the fashion show

As a global leader in sportswear from China, ANTA has always adhered to the concept of “Keep Moving”, which coincides with Tmall’s never-ending exploration in the field of e-commerce. The press conference jointly organized by the two parties is based on the theme of ” The Circle of life “. ANTA 2022 Winter Olympics official licensed product flag series sportswear conference was held. Zhang Jike, Zou Shiming, Fan Zhiyi and Lang were invited to the event. The celebrities from the cultural and sports world such as Lang, Guan Xiaotong, Jin Dachuan came to join the show with nearly 70 Chinese supermodels, bringing consumers an audio and visual feast, it was a party that blends fashion, art and clothing.

The whole press conference was exciting and shining with stars. From the opening of the live performance by pianist Lang Lang, to the opening show by ANTA Sports’ global spokesperson Guan Xiaotong wearing ANTA’s new sportswear, to other stars and supermodels and super large-scale drone starry performances to help out this conference. The climax is non- stopped, and the belief in the “unending movement” has become more popular.

Join forces to create a new brand story, support the world premiere of national flag clothing product line

As we all know, China has won the right to host the 2022 Winter Olympics. As the official sponsor of the 2022 Beijing Winter Olympics, ANTA received exclusive authorization for the first time in 2020 to sell national flag-related footwear and clothing products. It is also the first time that China has opened up the right to sell clothing with national flag patterns. For ANTA, the launch of the “national flag sportswear” is more of a strong output at the brand level. This time, in cooperation with Tmall Super Brand Day, its related national flag clothing products will be launched on July 27th. The global debut of the brand day on the day reflects that while ANTA continues to enrich its brand stories, it also give us hopes to use the Tmall platform to allow users to generate more brand perceptions and write a new chapter of the brand story to more consumers.

On the same day, Li Jiaqi, the NO.1 live broadcaster, not only visited the conference site in person, but also opened an ANTA national flag uniforms special session in the live broadcast room. He also shared ANTA’s importance with popular sports stars Zhang Jike and Guan Xiaotong in the live broadcast room as soon as possible conference finished. They showed the support to ANTA new product and promote the the national flag clothing products released by ANTA together.

The Trendy gameplay enhances user enthusiasm, online channels upgrade the consumer experience

In the early stage of this conference event, two parties started a joint warm-up promotion. ANTA and Tmall Super Brand Day jointly launched a new gameplay of “Alibaba Zoo cheering for the Olympics”. Dozens of IP animals with their own fan base all incarnately become the Olympic mascots, attracting countless eyes with their own special skills, and successfully earned enough attention.

At the same time, Tmall has also cleverly integrated the “See Now Buy Now” show sale model, which is the most popular fashion brand in recent years, with this event, allowing consumers to enjoy the consumption process while invisibly deepening their understanding of the brand. Cognition. The two parties have achieved remarkable results in terms of sales volume, customer acquisition and brand enhancement.

As an outstanding representative of professional sports brands, core value of ANTA’s product has a strong appeal in the sportswear market. At the brand improvement stage, it will expand the market through updated channels and use marketing methods that are closer to consumers to increase interaction, build the brand image to a new level. The excellent results achieved in this cooperation with Tmall Super Brand Day are the best proof.

Introduction to Tmall Super Brand Day:

Tmall Super Brand Day is Tmall’s most influential brand marketing super IP. It is good at integrating the ecological power of the entire network to create its own Double Eleven festival and provide the world’s top brands with a stage of ultimate innovation.

In the past five years, it now become the biggest carnival for brands and their consumers to communicate. Tmall big data strengthen the brand’s digital marketing capabilities, form a deep link with consumers, through a concentrated event, a super day full of rituals, bring a double explosion in volume and sales, and reach each with unprecedented energy. It connect users and catalyze super brands to bring new consumer a new consumers experiences.

View more Chinese fashion trend: https://www.popfashioninfo.com/styles/online/

The Chinese International Import Expo Fair trading service platform re-launched to empower China’s fashion industry


On the occasion of the 3rd Import Expo, dozens of reporters from Oriental News Channel visited the “‘6 Days + 365 Days’ International Fashion and Creative Exhibition and Trade Center” yesterday to learn more about its service function and development role as the trading service platform of the CIIE, China International Import Expo.

pop fashion

The report pointed out that, as the only platform to serve the fashion industry among the 18 “6 Days + 365 Days” trading service platforms, “International Fashion Creative Showcase & Trade Center” has integrated its four collaborative fashion industry service platforms of “POP Trend, ULB, Design Infinity, and Sichuang Education”, and introduced overseas quality design power to empower Chinese fashion at the third edition of the fair.

This is not only within our reach, but also our responsibility.

Since the official inauguration of the Expo’s “‘6 Days + 365 Days’ International Fashion Creative Exhibition and Trade Center” in Qingpu District, Shanghai on November 6, 2019. The Expo’s Macau Pavilion were also invited to attend and link up with the exhibition and trade center’s “Design Infinity” fashion industry service platform.


In the Yangtze River Delta fashion industry cluster to conduct a series of traveling exchange and docking activities, in order to bring into play the global fashion products of the Fair trade active momentum and spillover effect, enhance industrial resources docking, industrial cooperation and exchange, and promote the role of multi-local fashion industry linkage and synergistic development.


With the strategic opportunity of the 3rd Fair and the Yangtze River Delta, “International Fashion Creative Exhibition and Trade Center” still lives up to its mission, linking high-quality global and overseas resources, serving the Yangtze River Delta and the innovative development of the fashion industry based on Qingpu, and will not forget its original intention to focus on serving design and originality, and always be a professional service platform to promote the upgrade and transformation of the fashion industry.

View more Chinese fashion trend from https://www.popfashioninfo.com/analysis/market/

The Craft Detail Sleeves Trend for Women’s Knitwear

women's knitwear

The minimalist aesthetics always occupies a certain space in the fashion world. This season women’s knitwear emphasize the appearance change and transfer stitches to create 3D sleeves. The appropriate space is free and easy for the body. Smooth lines are in line with human curves. Subtle changes of details display the fun of simplicity.

women's knitwear

The one-piece sewing is the main expression of designs on sleeves. Buttons, long straps and contrasting overlocking create soft and natural sleeves. The simple and flowing visual effect is the direction of the new season.

Designs on Sleeves for women's knitwear

The draping sleeves have layered crinkles. Compared with disorderly gatherings in previous seasons, the draping sleeves are more regular, with tensile stitch textures to leave some space for the arm.


For a full report, pls visit https://www.popfashioninfo.com/details/report/t_report-id_7972-col_128/

The Fabric Trend for Womenswear Shearling

Womenswear Shearling

Environment and the apparel industry have a close relationship. Shearling is eco-friendly and sustainable. Shearling is elastic, absorbent and warm. In this age, the premium handfeel is the direction for all wool products. The understated, nonchalant qualities work well with consumers.

women's fur

Polar fleece is hot for A/W 20/21. The rich handfeel enhances the visual effect and warmth-keeping capacity. It is airy and elastic. Polar fleece works well with the elegant and playful girly style.

Polar Fleece

Tuscany shearling is refined, soft, thick and curly, adding a sweet and warm feel. Fashion colors provide a premium effect.

Tuscany Shearling

Mongolian fur is fine, even, soft, elastic, curly and separated, adding a noble and slouchy effect. The solid colors are clean and elegant, bringing the romantic and noble feel.

Mongolian Fur

Swakara shearling is produced in Namibia. The unique regional features bring the lightweight, soft , reversible and shiny qualities. Swakara shearling is one of the best kinds of wools for high-class fur apparel. In this season, patched materials, stylish color blocking, diverse accessories appeal to the youth market.

Swakara Shearling

Different kinds of shearling are spliced to add a rich and interesting visual. Simple and playful color blocking is bold.

The Mixed Shearling


The Popular Shirts in Menswear Markets


In August, smart leisure and business styles see a rise. Street style rises steadily. Checks, stripes and letters are dominant in this season. Splicing stays the same, while printing elements see a decrease. Applique makes a comeback.


In top 10, international big brands and street brands are key, and some Chinese brands are also included. TIME HOMME and OVERPROTECTION each have two items in top 10. Most items are leisure. Checked and striped shirts almost account for half of all items. For other items, details and patterns are key.

Top 10

Decorative and practical pockets in different sizes are applied to different places to interpret the important role of pockets. Exaggerated pockets at KAPITAL and KAPITAL add depth and create a striking impact. Different materials at MMIC and OVERPROTECTION stand out.

Pockets fashion trend style

Splicing is prominent. The same material can be used to make different patterns. Two different kinds of materials can be spliced. Harsh and Cruel and Givenchy also add micro deconstruction.

Splicing fashion trend style

Printing ornaments in different sizes add fashion subtly. Landscapes, figures and plants as well as animals are most common. TIME HOMME and Dsquared2 apply real-life photo print with clashed and diverse colors. Alexander Wang’s abstract print is colorful.

The Printed Shirt


Lettering is indispensable, versatile and inclusive. With the rising of Chinese fashion, apart from common English letters and slogans, Chinese characters stand out.

Lettering fashion style

The slim shirt is popular as well. The solid colors and details are emphasized. Pattern and placket piping add interest. Orderly arranged letters and geometric patterns on all-over patterns add fashion.

The Slim Business Shirt

Get more different fashion style shirt top trend analysis report:



Avocado Green Color of The Most Hottest Color for Spring Summer 2019

Avocado green color

Avocado features many kinds of yellow tones, and the warmer tones and ombre effect provide more inspirations for designers. Avocado is refreshing and premium, cutting across the fashion industry this summer. The limited edition avocado eye shadows at Colourpop and Nars were soon sold out, and many garment brands have released new items in avocado tones, from seductive satin dresses, refreshing shirts, street suits, haute couture garments.

The Green Tone through Summer

Avocado is modern and nostalgic. From 1960s to 1970s, avocado was almost ubiquitous.

Vintage Avocado

Fashion bloggers such as Aimee Song, Barbara, Brittany Xavier and Darja Barannik have already show their avocado items, leading the trend.

INS Fashion Bloggers's Avocado

Avocado is so hot that Weibo even launched a Avocado Styling contest. Lots of netters show their avocado items.

fashion style

Maggie Marilyn features luxe and innovative elements. Its S/S 2019 collection includes avocado for a youthful and energetic look.

Maggie Marilyn

Rejina Pyo infuses a refreshing feel to feminine qualities. It features refined and playful designs. Cardigans, skirts and button-collar shirt dresses in avocado feel confident and simple.

Rejina Pyo

Shrimps, a new fur brand in London, has special views. In this season, avocado and patterns are combined to create an artistic aesthetic.


Cult Gaia became famous on Instagram. Its resort collections are highly recommended. The lace resort dress in avocado is appealing.

green color

Avocado is the hottest color for S/S 2019. Green provides a healthy and natural feel, but in the Victorian era, green means death. Wilhelm Dye and White Lead, a garment company, invented a new dye called Emerald Green, but it contained arsenic. With the development of technology, the dye is non-toxic and used widely.



POP-Up Stores are Coming. Which Style Do You Like?


POP-up stores are seen as short behavior art. “Limited”, “First Launching” and “New Product” are often seen in pop-up stores. POP-up store are always eye-catching through using new technologies, unique storefronts and varying colors. For fashion industry, spring is the fashion season for new styles.



Peacebird Men re-interprets the classic characters in Sesame Street. Trouble Andrew and Reilly show their 2 special collaboration collections, exploring new possibilities.


Oishi x AKOP

Oishi joins hands with Han Huohuo to release the Oishi x AKOP collection. Salted egg yellow is the main tone, with black and white tones. The inspiration comes from the salted egg potato chips of Oishi. Oishi’s garments in collaborated collections will be for sale in pop-up stores. The interesting point is that the outside fitting model wears a large salted egg, and the new salted egg chips are placed in the yellow shopping cart.

Oishi x AKOP.jpg


The Lacoste x Keith Haring collection uniquely interprets street fashion. Lacoste keeps a balance between classics and fashion, while Keith Haring is rebellious and unruly. The walls are inspired by Keith Haring’s classic works. The dancing figures set a basic tone. The collaborated items are bright and vibrant. The vintage subway seats and street vending machines are placed in stores. The soft colors and light are artistic.



UNDER PEACE once collaborated with HELLO KITTY, SpongeBob and others. In 2019, UNDER PEACE joined hands with Junji Itou, a famous Japanese horror cartoonist. Junji Itou’s best work Tomie is chosen. The grown-up, classic and interesting style is combined with Under Peace’s military, street and skateboard.


Recommended Inspirational Graphics





After working with Supreme five times, what is the charm of Stone Island

Now it is a time when everything is functional. It may not be the same for everyone. But with the hot of the functional style, the brand fire with the concept of function.


The functional brand ACRONYM which is dominated by Errolson Hugh, Italy’s “Stone Island” have quickly gained widespread attention in the past two years.

Errolson Hugh's fashoin style

Recently, In the Supreme’s spring and summer series, I believe everyone has seen the fifth cooperation between Big Brother and Stone Island that was officially released.

Supreme Fashion Style

But frankly speaking, the function style is still a small niche, and some of the trend players know it for the two brand collacation series.

Most of them are familiar with it because of the cooperation in 2016. After that, the good things have emerged, and the cooperation with Sup has not been interrupted. This time, a series of products are also known for their popularity. Many people are satisfied.

fashion style for men

Silk Light Jack is sure to be a lot of people’s intentions among those style. This is the classic style that Stone Island has produced in the past 90s years. Silk Light is a fabric developed by Massimo Osti around 1987-88 and used for the first time in ready-to-wear.

The fabric is waterproof and windproof, it is similar to lightweight nylon and polyurethane coating, which gives the fabric a look that looks like silk and has high practicality. The shiny appearance is also makes people think that this is a patent leather.

waterproof jacket

As a long-established brand, the brand’s fabrics and dyeing technology have long been famous, and today’s products have already advanced. In the history of the brand, the emergence of a variety of styles can meet your needs, like retro style, you can look at the works of Stone Island more than ten years ago or even decades ago, it still not outdated.

As a very vertical brand, it is wonderful to have so many choices. Even if the current “islanders” are mostly functional enthusiasts, if you have a strong interest in Stone Island, flip through its vintage? Finding your own military style, sports and other styles, even Tannin products are not difficult.

demin coat

The beginning of Stone Island begins with the C.P. Company founded by Massimo Osti in 1975. Stone Island was originally an experimental branch of the CP Company, and its main advantage was the technological fabric. Due to the breakthrough in the development of innovative and technological fabrics, Massimo Osti officially took this branch out of operation in 1982. Stone Island was founded.

Stone Island

Until 1996, Massimo Osti officially left Stone Island until 1996, and since then Stone Island has been handed over to Carlo Rivetti.

Carlo Rivetti

The real power of Stone Island is that it can be applied to all garments. The fabric technology is most familiar to everyone that is undoubtedly the epoch-making fabric technology on the Ice Jacket launched during the period 1989-1990 – Heat Reactive.

Thermochromic fabrics are characterized by the fact that the pigment molecules of the heat-sensitive coating exhibit different shades as the temperature changes.

Simply put, the color of the garment changes as the temperature of your body changes, it giving the garment an artistic look. The color-changing trench coat in the 16-year Supreme x Stone Island co-branded collection uses this Heat Reactive thermochromic technology.

Supreme x Stone Island

In addition to the research and development of technical fabrics, Stone Island has a unique secret in fabrics what is the fabric dyeing technology, also known as Garment Dyed garment coloring.

Stone Island fabric

Nowadays, the dyeing process that we generally see is to dye the fabric that needs to be used first, and then to fabricate the fabric with the dyed finish.

But Stone Island is the opposite. Because they want to be free from fabric restrictions, it is made by first fabricating the fabric and then dyeing the entire garment. This is also the source of the Garment Dyed ready-to-wear name.

Garment Dyed

Stone Island’s Garment Dyed ready-to-wear coloring technology completely breaks the independent reaction of the cloth to the dye, and who can dye any texture of the sam e color and color.

In 2003, Stone Island succeeded in coloring one of the most difficult fabrics polyester fiber in the world, it is further to expand the application range of the entire process. And, a few years ago, Carlo Rivetti revealed that Stone Island has now produced more than 60,000 dyed formulations.

Stone Island

Constantly review and delve into the transformation and performance improvement of fiber and fabric to ensure that the garment is not only beautiful but also practical.

However, in addition to cost too thoughts on fabric technology, Stone Island also established the brand’s high-end branch “Shadow Project” (shadow series) in 2008. Coincidentally, Errolson served as a design planner.

Shadow Project

The overall color scheme is bolder, with a more lively and brighter color, tailored and styled is more suitable for everyday wear or outdoor sports.

But after all, the production technology is there, the price is high, and people who generally don’t have any money are still unacceptable.

red stylepurple style

It is said that today’s fashion and high-end technology are more closely integrated today, high-performance and more functional clothing is believed to be a brand new wearing experience!

More similar post is from https://www.popfashioninfo.com/blog/

The fashion industry is actually the world’s largest source of pollution

In the past few years, the fashion industry has not only exposed all kinds of discrimination allegations, it has also become the world’s largest source of pollution. We are not talking about fashion giants, but “luxury goods.”

Currently, about 87% of the produced globally 5.3 million tons clothing each year is burned or discarded. At the current rate, the textile industry will discharge more than 20 million tons of plastic microfibers into the ocean by 2050 . By 2030, we expect to use two resources of the earth, and the demand of clothing will increase by 63%.

And in 2018, some reporters discovered that Burberry has destroyed nearly 30 million pounds worth of clothes, bags, perfumes and shoes – those that appeared on the runway and in the brand boutiques. Burning out of unsalable inventory is an open secret to the fashion industry. Over the past few years, Richemont, with Cartier and Chloé, as well as Céline and Chanel, have been approved for destroying millions of pounds of unsalable stock. Bond Street may not be much different from “Made in Bangladesh.”

We must ask ourselves how these environmental slaughter are associated with the value of luxury goods. Why are luxury brands so backward in their pursuit of environmental protection? Most importantly, how do they completely discard the meaning of luxury?

Every fashion big brand does this, or has done this. why? Because the establishment of luxury brands is based on the premise of scarcity and unparalleled importance of exclusivity. The price cuts for the products are bad enough. If they can’t sell them, they don’t become as cheap as the fast-moving brands or they are thrown into the trash. Excessive luxury brands appear in discount malls such as TK Maxx, which dilute the brand’s stock price.

In addition, if “luxury” products become too easy to buy, they can easily fall into the hands of counterfeiters. The £450 million black market is not only illegal, but also causes vulnerable groups and illegal immigrants to be exploited as cheap labor. The benefits generated may be used to organize crime and smuggle weapons, drugs and population.

However, these products are burned – most of them are not degradable (zippers, synthetic fibers and plastic buttons) – it is certainly not the answer. This approach reflects a broader systemic problem in the fashion industry. For example, the fear of the “sheet business.” Does a normal person buy bed linen at full price? Everyone who knows how to pursue a good deal knows that you can always buy the same product with less money. This also applies to T-shirts or designer brand off-season skirts.

The public’s shock to this incineration product reflects the cultural shift in the luxury industry that is a crossroads from the rise of e-commerce, social media and mid-end brands.

Luxury should be represent the scarcity, tailoring and deliberation in production and design. However, in the 1980s, luxury brands became large businesses, and fashion became an international industry. The boutique opened in Dubai, the lipstick was sold in Beijing, and the suitcase was opened in Moscow. A large number of perfumes, cosmetics and sunglasses began to grow in revenues for major fashion brands. The products that could not be sold were burnt down at the temple of Mamen.

Before we think that it’s too late and desperate, we need to remember that the brand-name packs that burn in the fire of hell are not all. There is also a brand in the world that respects the definition of the word “luxury”. For example, in Hermès, everything is handmade, meaning they can control their supply chain and only launch a limited number of products each year – so they have a reputation list. The French brand also has an innovative project called “Petit H”, where craftsmen make small pieces of fabric and leather, smart and stylish.

fashion bagfashion bag

HERM’S Petit H series made of leftover leather

The younger generation of designers are not only happy to develop sustainable production methods, but also to make it sexy. Richard Malone is known for his brightly colored, sculpturally tailored women’s wear, but it is less well known that most of the materials he uses come from marine waste, fishing nets, plastic bottles and acrylics in school uniforms, recycled into cleverly tailored knitwear, and In general, the “green” fashion in people’s minds is very different. It’s hard to imagine the full color of the clothes. He was also worked with a group of female textile workers in Tamil Nadu, India, and hired them to dye them in a natural, low-consumption, pollution-free way. Richard is just one example of this generation of young designers who use innovative and low-key methods to make clothes and care about environmental issues.

blue style

fashion style

fashion style



Richard Malone 2019 READY-TO-WEAR

But when is moral high ground able to stop people’s love for beauty? Compared to what this dress does, we are more likely to care more about how it looks like wearing it. That’s why Malone’s clothes perfectly match the realities of women’s life – sculpted shoulder-length long coats, high-waisted flared pants, streamlined cut cross-knit dresses that are not only hand-made, but also it is easy to machine wash.

“Fashion has changed a lot. The changes in the past 20 years are incredible,” Richard said. “For me, it’s important to create products that are practical, not unrealistic. We can’t afford factory production, so we Make it yourself. This is what consumers want, they are smart, they can see through marketing and promotion.”

fashion style

Richard Malone

The Irish designer previously worked for several luxury brands, where he witnessed the burnt exotic leather and unsalable materials. “The quality of some luxury brands is no different from that of high street products,” he points out. “The quality is the same, just the difference, the difference between 2000 and 200,000.”

This brings us back to the most important question: how to solve the status we are facing? For many brands, the answer is a circular economy. This is a “cycle” of value, and products and materials are recycled, remade, and reused. This is a way to replace the traditional linear cycle of the product – manufacturing, use, and disposal. At last year’s Copenhagen Fashion Summit, H&M, Stella McCartney, Nike, and some ironic Burberry gave a speech about making the cycle of manufacturing, using, and discarding the apparel industry a thing of the past. H&M even promised an admirable plan: to be fully cycled and renewable by 2030.

“Fortunately, the environment is changing through information transparency, technology and consumer awareness,” said Julie Gilhart, former fashion director at Barneys New York and a fashion consultant who has long supported sustainable development. She pointed out that more than 77% of Millennials are more inclined to buy environmentally friendly brands, but prices and aesthetics cannot be ignored.

All of this is also requires widespread acceptance of the second-hand trading market. The market has expanded with the rise of companies such as The RealReal and Vestiaire Collective that sell proven second-hand designer clothing and luxury goods in the form of Net-a-Porter. In April, Stella McCartney and The RealReal, pioneers of animal abuse, entered into a partnership to participate in the circular economy. Their concept is that when you hang a Stella McCartney product on a second-hand trading platform, you get a £100 voucher for the brand’s new product. Simple but equally genius.

“This method of cleaning and rebuilding the wardrobe is completely recyclable,” Gilhart explains. “Stella strongly encourages people to sell their clothes to a dealer like the RealReal so that her clothes are not thrown into the trash. Keep their value for a long time.”

long yellow dress

red and grey color suits for men

long sexy green dress

long coat for men

long grey coat

red fur for men

Stella McCartney 2019 READY-TO-WEAR

It is clear that the fashion industry is ultimately for consumer service. Many consumers pay more attention to price, novelty, quality and design than the moral considerations of purchasing choices. Just look at the endless appetite of young people like Boohoo, Miss Guided and ASOS, and you can see that they will choose cheaper, not carefully designed, produced or recyclable clothes – Especially when they know that the “luxury” brand is the same as the fast-moving brand.

Now, the fundamental solution to the problem depends on the fashion brand itself, especially for those aspiring brands, who need to set a real standard and definition of what is “luxury” – a source of pride and deliberation.