On September 20th, 2019, Milan Fashion Week TMALL China Cool kicked off. After 90s, Chinese independent designer brands SHUSHU/TONG and YIRANTIAN appeared in Fashion Week and brought a piece about "China is cool" for Milan Fashion Week. "The new Chinese goods" big show.
China cool is a project jointly developed by Tmall and the three major fashion week organizing committees of the world. It aims to empower Chinese brands to continue to upgrade, promote the evolution of the national tide culture, and make the national tide become a world tide, and become a world-wide understanding of China. New way. At the same time, it gathers young Chinese consumers and forms a youth culture of moving forward, pushing forward and thinking forward.
After successfully leading Chinese brands to participate in New York Fashion Week, Tmall once again landed in Milan, transforming Milan's famous art center Salone dei Tessuti into TMALL China Cool show, two Chinese independent designers SHUSHU/TONG and YIRANTIAN, respectively, from a female perspective For the entry point, with the brand cross-border as the highlight, show the world their latest season of design ideas. Reflecting Tmall as a platform, it has played a positive role in promoting the development of Chinese brands and independent designers.
The two Tmall designer brands selected for China Cool Milan Fashion Week, SHUSHU/TONG and YIRANTIAN are the young Chinese designers who have both design ability, image building ability and commercial potential. More importantly, they began to show their "spiritual leadership" to their respective customers. The international background of studying, and the years of the top visual creative team in China, the Lei Liushu, Jiang Yuqi and Guo Yirantian, who have been rooted in Shanghai Fashion Week and the domestic market, have no doubt become the most growing independent designers in recent years. "Gemini".
Chinese independent designers "talk" to Milan, the road to the world "tide"
At the TMALL China Cool show that night, the first show was SHUSHU/TONG, which is known as the Chinese “Lolitaâ€. The SHUSHU/TONG, which has been opened in the world's most pioneering and advanced retail such as Dover Street Market, Opening Ceremony, Browns, Lane Crawford, etc., is a lighter and more elegant girl, but without losing its pure personality. . The new season is inspired by a 1948 old movie "THE RED SHOES". In black and white main tones, it blends in with clear colors such as pink and beige. Ballet clothing elements throughout the season, outline the girl's beautiful body curve. Baroque rhythm and gorgeous vividness in large areas of flowers and hand-stitched acrylic accessories.
YIRANTIAN, who is occupying the wardrobe of young elite women in a "cool and exquisite fashion femininity", is released later. Her Spring/Summer 2020 series expresses women through emotional power. Modernist architect Eileen Grey thinks modern design The lack of sense comes from the shrinking pursuit of “sensibility†– the YIRANTIAN 2020SS Spring/Summer collection hopes to observe women's changing emotions and status through a constant structure. With reference to the understanding of the structure and the positive and negative spaces in the architectural design and furniture design, the series incorporates a large number of contrasting materials such as silk, lace and eco-friendly leather.
It is worth mentioning that this two designer brands have a very eye-catching cross-border national trend, SHUSHU/TONG in this season series and the Chinese dairy brand Terunsu cross-border cooperation to present a number of single items, will be Mongolian The Jingxiu culture is integrated into the design, combining the traditional Chinese culture with the Baroque style, and jointly conveying the positive attitude towards life and doing a better self.
YIRANTIAN and another Chinese brand of care show white cross-border cooperation products, highlighting the highlights of this season's products. Through product packaging, it has evolved into a fashion package. The classic logo of Libai has been designed as a monogram print. The two different industry brands have been skillfully blended together with details such as edging strips to keep the fashion trend fresh and keep beautiful. .
Tmall supports the Chinese fashion industry and empowers fashion trends
This year, Tmall led the 9 major Chinese apparel brands to the fashion week stage. Not only did they join forces with China's important commercial brands to showcase their business vibrancy in China, but the younger and more creative Chinese designers offered one at International Fashion Week. Display platform, the trend of brand personality in the TMALL China Cool show. At present, there are more than 50 well-known Chinese designer brands in Tmall, and in the past year, it has achieved a year-on-year growth rate of nearly 100%, becoming the market segment with the highest growth rate of Tmall women's wear, serving the whole Tmall. There are spending power, and the pursuit of personalized TOP 30% new middle-class people.
With the help of Alibaba platform energy, Tmall, the super IP that covers 300 million people, is becoming the main force to promote the globalization of regional fashion week, and build a 360-degree marketing platform for consumers in fashion week. In the preparation process of this year's CHINA COOL, Tmall also invested in the Tmall Trend Center for the first time, which enabled the trend to be accurately predicted and interpreted. It provided a trend forecast and trend incubation for the brands participating in the CHINA COOL project. A one-stop solution for the explosion of marketing. This Milan Fashion Week, Gaoding positioning brand SHUSHU/TONG and YIRANTIAN's new season design draws on the trend report released by Tmall, and cooperates with Telunsu and Libai respectively to highlight the topical cross-border. Each of their different visual styles interprets “female†and interprets the aesthetic theme of the East, which has been highly recognized both inside and outside the industry. As the top representative of the young and new generation of Chinese designers, this is also the first time they have boarded the international four fashion week show. The Tmall flagship store is also the only channel where SHUSHU/TONG and YIRANTIAN are 100% owned and show their complete collection. In addition, in this Tmall China Cool project, the local designer's incubation platform LABELHOOD provides a comprehensive product strategy and e-commerce operation support for the designer brand, and finds a new business development path for the designer brand with Tmall as the center. .
This brand and Tmall, the world's three major fashion week official associations, together to create the CHINA COOL project, hand in hand with Tmall around cross forward, design forward, trend forward to release the understanding of "China cool", interpretation of a forever new, pioneer Always keep an important brand core to explore forward. These three keywords are also the driving force behind Tmall's global fashion volume field, the promotion of platform trends, and the search for cooperative brands.
During the Milan Fashion Week, the brand will also launch the SHUSHU/TONG and YIRANTIAN series new products in Tmall, open the mobile phone Tmall search “National tide is comingâ€, and get the same show from the world fashion center.
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