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A series of photographs of one of Monsieur Dior’s haute couture lines, taken near the iconic Parthenon in 1951, was the inspiration for the Dior cruise 2022 collection. In the heart of the city dedicated to Athena, Maria Grazia Chiuri reinvents her genealogy and tweaks the codes – art lies not in the object created, but in one’s ability to create – such as the peplum. The goddess tunic, evoking marble and ancient statuary, is resolutely ethereal thanks to its fabrics and handmade pleats, a chiaroscuro in fluting.
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.
Founded in 2006, III VIVINIKO has always taken “simple freshness” as the design concept. It advocates using the most minimalist technique to interpret freshness. With the theme of My City My Holiday, its S/S 2020 collection conveys a life attitude of keeping pace with the times through the relationship between color, pattern and silhouette, and advocates urban women in the city to enjoy a free and comfortable lifestyle like during holiday.
III VIVINIKO S/S 2020 collection brings the auk, shell and waves in the south China Sea into urban life. The jacquard, print and cross-stitch of flying birds depict fun pictures, with the coast map and big florals to echo the theme and bring a strong resort style.
French ditsies pattern is the main element in this collection. Romantic florals break the plainness of solid knitwear. Dotted line jacquard and letter embroidery enrich the layered sense, bring strong vitality of spring, and create a relaxing holiday vibe for urban women.
The knitwear dress of III VIVINIKO is soft and elastic. Orderly stitches make the item well-fitting and comfortable. Cutout on the shoulder, layered ruffles and transparent yarns are quite important, adding a soft feeling. Natural transfer stitches and smooth lines make the item strongly feminine.
Kidswear brands gaining much attention such as MQD, little MO&Co., Mini Peace, Balabala and GXG.kids are dominated by the sportif style and the leisure style. Rainbow colors of Balabala, fluorescent green of Mini peace and blurring of little MO&Co bring new experiences to sweatshirts.
As a key color of spring and summer, green is a good decorative color. This season GXG.kids and Mini peace combine fluorescent green with letters and splicing, novel and popular.
As the hot craft, blurring is quite fit for sweatshirts and T-shirts. Instead of one single color, little MO&Co, Balabala and GXG.kids use multi-colored blurring, more fashionable.
This is Alessandro Michele’s fifth year at Gucci. Michele leads us to rethink the definition of masculinity through the nonlinear time travel to the moment of birth. Gucci jumps out of traditional concepts and rewrites the powerful male chauvinism. Without social restraints or power limits, boys are wearing Mary Jane shoes, stockings and skirts in bright colors and a well-fitting silhouette. Gucci breaks male rules and neutral beauty, showing diversified sides of men.
Gucci’s ambassador Kim Jong In (Kai), artist Maurizio Cattelan, rapper Tyler the Creator, musician Mark Ronson and actor Earl Cave all wear different styles to the Gucci A/W 20/21 menswear show.
Check is still an important element in this season. Gucci uses feminine and neutral designs to bring retro charm. Retro check set and fresh blue check fabric bring a lethargic and free feel, and display the retro and preppy charm.
Knitwear in this season is strongly retro. The hand-crocheted florals, loose cardigan and color-blocked knitwear all bring a romantic and retro feel to the simple silhouette.
At 3 p.m., September 9th, 2019, New York time, 3.1 Phillip Lim released new collections with the theme of “Urban yet somehow tranquil” in New York Fashion Week in Greenpoint open warehouse in Brooklyn. Cutting is the highlight of spring and summer and the detachable scarf at the shoulder are the major points, And the designer, Lim, clearly realizes that the design serves not only for classic New York office ladies, but all women working in every field. In the meanwhile, Lim chooses new organic recycled fabrics and adopts copper-coated technique to produce the pleated navy dress like satin (The copper cup was made up of recycled cotton waste). The brand is famous now because of abandoning fancy clothing and complicated design to insist on sustainable development.
Lim releases many refined and extremely simple sports collections. The bright mustard yellow and eye-catching super white form the full sports collections. The loose and comfortable silhouette combined with multi-functional rope simplify the complicated clothing, break the stereotype of urban new females, keep the neutral coolness and addfunction sense to bring the extreme pure exercise experience.
3.1 Phillip Lim 2020 spring and summer series creates more possibilities of leather. The leather “scarf” is cool and versatile. The American cutting perfectly balances fashion and wearability. The asymmetrical suit coat, smooth cutting, detachable collar, and jacket with a leather hood are explaining new image of working females.
Cutout design reduces the hot feeling of leather and woolen clothing. Layered placement accessories bring freshment. Diverse weaven design is used in the feminine printing, along with the chocolate brown made of tight organic cotton to form two complementary clothing.
Environment-friendly leather which has sense of soft gloss is the reflection of Lim’s valuing environment protection. There is a balance between the fabric innovation and workwear wearability, bringing perfect detail design.
The entire suits are modern urban with new shapes, exaggerated proportion and innovative core fabrics always developing based on the past. This is different from the conventional suits collar, combining the inspiration of the hoodie. It incorporates the past and innovation to break regular rules and create new female power.
The abandoned factory is responding to the workwear style of this season. With the generous and simple silhouette, classic and smooth cutting, it maintains the neutral and diverse style, in the meantime, the details are more exquisite to meet individual needs of females working in different fields. It insists on transferring complication to simplicity to express environmentalism. The atmosphere of sports is cosier. The dress cutting for youths combines with the sports fabrics to create more practical and wearable items.
3.1 Phillip Lim 2020 spring and summer New York Fashion Show invites Ren Jiaxuan and Ren Rongxuan as the officially invited artists by 3.1 Phillip Lim in China to attend this show. The elder one, Ren Jiaxuan, is elegant in a top with exaggerated belt, a pleated long skirt, and a white handbag. And Ren Rongxuan is fashionable in a black lace top, an irregular line loose pants and a white waist bag.
Since Alessandro Michele takes charge of the creative director, each item he creates for Gucci is widely praised by its high artistry. Michele himself applies his funny, individual and innovative creating passion and original intention to the latest Gucci S/S 2020. This time, he turns the catwalk into his own “Gucci Art Lab”. The Gucci Hub is as bright as the day. The removable extending stage is through the simple and quite space, really avant-garde. The new series born in this art lab has high artistry. Models in white loose uniforms come first. The lethargic and loose cutting makes the gender vague like they are real laboratory members.
Alessandro Michele releases a series of colorful looks with high saturation to create the exaggerated drama effect. This season he adopts the colors you can’t imagine, such as mustard and grass green, orange and sapphire, shining gold and bright blue.
The designer, Alessandro Michele, uses organza boldly this time. The sheer top, the barely-there skirt with purple sheer and exaggerated accessories form a unique style and provoke the imagination. In this season, the 1970s-1990s are reinterpreted by the high split, deep V-neck, transparent sheer and cutout based on the classic retro style. As Alessandro Michele says, “Fashion has one function: to explore more possibilities”.
The suit is always Alessandro Michele’s favorite and appears in each season. The suit is in the full set in this season with bold and rich colors. The popular mint green and light yellow inject the fresh and energetic blood. The colorful suits are also suitable for neutral style.
In recent two years, the workwear style is still popular. Gucci employs the whole set of workwear to the catwalk. The colorful workwear outerwear makes a contrast with the shirt necktie, presenting the confident and energetic beauty. With the help of Dapper Dan, Gucci embraces the street culture. In this season colorful Harrington jacket suits are still here. The texts “Gucci Orgasmique” appear in the sleeves of jackets and suits, repetitively responding to the sexual liberation.
If the sheer is light and transparent, then the dark gown is the most mysterious. The bright fluorescent orange adds vitality into black. The cutout of clover and high split make the gown sexy.
The complicated printing is poplar with many brands. Gucci combines the printing and loose casual suits with smooth lines, bringing a wonderful sensual experience. The symbolic retro aesthetics is everywhere. Sequins, patches and some weird pattern make up some shapes, like the shell, the seeley totem and polka dots. The sci-fi printing is futuristic.
Agricultural activities inspire the design philosophy of Monse 2020 S/S. Designers, Fernando Garcia and Laura Kim, add simplicity to its symbolic deconstruction style. The embroideries of flowers and plants in the tight sweater reveal a natural sense like the cover of gardening magazines. The asymmetrical scarf skirt made of cotton with wide stripes is like the table cloth and napkin with fresh fruits and vegetables, scissors and knives on it. The appearance in the splicing fabric or comfortable knitwear strengthens the relaxing and joyful picnic atmosphere and life flavor.
In the background of agricultural activities in 2020 S/S, Monse prints fresh fruits in the smooth applique which is really natural and fresh with the help of cotton and linen. Under the philosophy of “No usual path. Not wearing well.”, items are layered. Soft color tones and quietly elegant black tassels display a relaxing rural atmosphere.
Monse turns deconstruction into elegant and avant-garde. And it makes use of plain and pure handicraft style to weave flowers and plants. The rough hand stitch combines the warm volume, fully displaying the rural charm of this season.
The bold cutout and neat cutting form the avant-garde deconstruction of Monse. The frayed effect like being torn and worn along with the flying bow tie in irregular cutting depict a leisure rural life picture far away from the crowded world to experience the true life.
The letter slogans of Monse is scattered in a horizontal and vertical rule. And it lies in the opposite of the minimalist geometrics and numbers. The silhouette is exaggerated and avant-garde to form a casual lifestyle. Without needless artificial decorations and regulations, it displays a casual, free and romantic style unconsciously.
Monse is dedicated to make clothing layered and applies its symbolic twist better and younger. The cutting of sloping shoulder and the adjustable tabs leave some space for knitwear’s comfortable wearing experience and accentuate female soft body shape.
Alk phenix, whose designer is DAISUKE KAMIDE, is a sub-brand of Phenix. Although alk phenix is a branch, it still features functionality, and it is more fashionable than Phenix. The A/W 2019 lookbook includes the Shu Anorak, Cargo Pants and reflective zakoche shoulder bags. Functional fabrics go though the entire collection, injecting mountain garment with urban qualities.
Alk phenix applies lots of considered details to enhance functionality. For example. The pocket for wireless earphones and shoulder back clips show the the storage wisdom of Japanese.
Zippers are renewed to be functional and decorative. Alk phenix applies zippers at the dissecting parts and for hiding and shrinking functions. For example, the large W-shaped zipper at the back adjusts the silhouette.
The lightweight and durable fabric “karu stretch” has special textures, and it is combined with absorbent and quick-drying fabrics with reflective print. In the collection, functional fabrics inject mountain garments with urban qualities.
Large pockets are added to the cropped puffa which is greatly functional. Functional pockets and buckles applied to the leisure items elevate the functional and convenient level.
The reflective airy holes, laser air vents, shoulder back buckles and highly functional fabric add a directional and fashionable effect.
Simple silhouettes, highly functional fabrics, pockets and zippers are combined to create the fashionable daily urban items.
Many hats and backpacks are released. The dome cap made of airy and durable stretch fabric “karu stretch VENT”. Every place has reflective plates. Alk phenix’s backpack is made of lightweight, waterproof and stretch materials.