Zegna And Fashion In China For 20 Years
Specially from Italy.
Zegna
A large number of photos, films, documentaries and costumes sent to Beijing by the group History Museum (CasaZegna) tell the story of this international top men's clothing brand.
The exhibition is mainly divided into Mind (
vision
), Hand (craft), Style (style) and Environment (environmental protection) four exhibition areas.
Fabrics with different materials are also an important part of the on-the-spot display.
At the beginning of this year, Ermenegildo Zegna opened the curtain of Zegna 2011 "China 20th anniversary" celebration at the fashion show of "In the Mood of China" in the 2011 autumn winter fashion week in Milan. In September 15th, the celebration finally reached the climax. The Zegna family's descendants gathered in Beijing, taking inventory of their 20th anniversary experience in China with a show and an art exhibition.
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Since the opening of the first Chinese exclusive store in Beijing Xpu Ha Palace Hotel in 1991, after 20 years of development, Zegna from Italy has extended to a large number of second tier cities in China.
As the first luxury brand to enter the Chinese market, Zegna's 20 years in China also reflect the changes of Chinese fashion in the past 20 years and the internationalization of men's tastes.
The Zegna China 20th anniversary celebration exhibition at today's Art Gallery tells the story of the brand and tells the story of Zegna and China for 20 years.
Unlike many luxurious and gorgeous exhibitions, Antonio Citterio, Patricia Viel and Partners are planning for the exhibition. Zegna's Frisa exhibition, which is designed by Maria Luisa Frisa, is all low-key and artistic, just like the brand itself.
A large number of photos, films and documentaries, historical materials and costumes, slides and unpublished art works from Italy's Zegna group Museum of history (CasaZegna) are telling the story of this international top men's clothing brand. People can understand Zegna's history more specifically and kindly through images, sounds and touches.
The exhibition is mainly divided into four exhibition areas: Mind (Yuan Jing), Hand (craft), Style (style) and Environment (environmental protection). Zegna CEO Gildo Zegna said that this is to show and explore Zegna's "excellence" to carry forward and uphold the unique concept.
The photos of 24 giant pandas taken by Swedish artist Mattias Klum, the two unique works of Chinese artist Ding Yi, and the relationships between Zegna and China are also interspersed in the exhibition, becoming an integral part of Zegna's centennial history.
Except for a sense of history.
exhibition
Besides, Zegna also brought a very "seasonal" Ermenegildo Zegna 2011 autumn and winter fashion show.
This fashion show is also full of strong Chinese characteristics. It combines traditional Chinese silk weaving and embroidery technology with Italy Zegna men's clothing to create an international and Oriental Zegna male image.
The models are walking through the arcade to present a series of new men's dresses to China, which are inspired by the Chinese ability to shape their own destiny. They refer to the Chinese revolutionary uniform and the style of 1940s clothing. The classical designs of the Riverside scroll of Qingming River were also applied to the clothing, showing the internationalization of Chinese elements design through the silk material or the unique fabrics salute to the Chinese theme. The design of the men's clothing is displayed in the form of an international design of the Chinese elements. The design of the "men's clothing" is also applied to the clothing of the 1940s.
High-end talks
20 years from educating customers to listening to customer needs
Reporter: as the image director of Zegna, what is the image of Zegna in your mind?
Anna Zegna (image director of Zegna group): first of all, it is a luxury brand, an Italian style international brand that pursues quality, innovative spirit, foresight, understands customer needs, loves charities, and localize different markets.
It is unique at the same time, especially the vertically integrated mode of operation, from the adoption of wool, the production of fabrics to the sale of final garments, and the production and control of their own products, which also guarantees the quality and quality of products.
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Reporter: has Zegna ever adjusted its brand image to adapt to the Chinese market as a Italy brand after entering China?
Anna Zegna:20 years ago, China had just had contact with foreign businessmen, so they needed to wear suits. Their demand was business suits, shirts, neckties and leather shoes at that time. But now the Chinese lifestyle has changed, they are more sensitive to fashion and need an international wardrobe, so their attention has shifted to casual clothes, travel clothes and so on. Their lifestyle has expanded and more and more products are needed.
Before we educate our customers on how to dress, it is more important to listen to the customers' needs and dreams, and then meet their dreams. We are an international brand, but we are also concerned about the local market.
This year, our sweaters are custom made, and we can also choose patterns, lengths, and weaves their names into patterns.
20th anniversary the limited edition series is also very popular among Chinese.
Reporter: for an old brand with a history of 100 years, how does Zegna keep its vitality?
Anna Zegna: we have to keep our traditions and keep pace with the times. The secret is that we constantly adapt to the development of our society. This is why Zegna does not want to call itself a fashion company, but is willing to call itself a "stylish brand" because its style is eternal.
Time machine
20 years, brand in China
In 1991, it opened its first store in China at Palace Hotel in Beijing.
In 1997, we opened another store in Hongkong and set up a branch in Shanghai, Zegna Trading Co., Ltd.
In 2003, we opened a Ermenegildo Zegna flagship store in Beijing Oriental Plaza.
In 2006, Z Zegna concept store was opened.
Zegna Sport concept store opened in 2009
Zegna centennial celebration held in China in 2010
In 2011, the "China 20th anniversary celebration" ceremony was held. The retail network was in 37 cities, with 82 shops {page_break}.
Zegna China 20th Anniversary Limited Edition
Rose gold limited edition watches with PERREGAUX
Following Zegna's Centennial limited wrist watch and another work with PERREGAUX, under the rose gold watch case, PERREGAUX's specially designed mechanical movement, the surface sight meter design adds motion elements to the watch, and the red "20" at 6 o'clock highlights the theme of the 20th anniversary celebration of China. The blue crystal table bears the 20th anniversary sign of Zegna China.
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18K rose gold cuff links with Tateossian
The limited edition 18K rose gold cuff button, which was co operated with Tateossian, was engraved with the commemorative word of Zegna China 20th anniversary, and was studded with ruby, which was only sold in major stores in Greater China.
Cooperation with Vertu in limited edition mobile phones
In partnership with Vertu, 20th Anniversary Limited Edition mobile phones made Zegna enter the mobile phone market for the first time.
Use Vertu logo rose gold material, engraved with Zegna 20th anniversary commemorative pattern.
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