Fourth Quarter "New York Fashion Week China Day" Redefines The International Brand Of China

New York, with its golden light and the beginning of the fashion month, is well deserved to enter the most dramatic season of its year. And the upcoming fourth season "New York fashion week Red Star Mei Kai Long China day", which will be released in September 8th, will also usher in the three Chinese brand's "glittering moments".

BoF today announced exclusively that the NYFW:The Shows, the official New York women's wear week group under IMG, will join hands with China's leading fashion, lifestyle and entertainment company Centrino fashion (Suntchi) for the fourth time in New York fashion week to provide an international voice stage for Chinese brands. At the same time, China's leading brand of the home industry, the red star, will also serve as the "China Japan" naming partner to ascend the fashion week of New York to display the Oriental fashion aesthetics in the international arena.

This year's show has moved from Hudson shore to Skylight Modern in lower town of New York and Spring Studios in Soho neighborhood. This bright and bright studio space, which can hold nearly 400 people, is located in the active Xiacheng District. It is considered to be the heart of the revival of New York fashion week. It is also the first place for many new international designers to choose brands. This season will usher in a group of New York's Chinese strength exhibitions such as Prabal Gurung, Anna Sui, Ryan Roche and so on.

In recent years, the London and New York fashion week platform has ushered in more and more Chinese designers. With the gradual rise of the narrative of Chinese creative power, the problem that Chinese designers and brands need to think about has become how to keep producing surprises and hot spots. Especially in New York fashion week, this business week is the most popular and easy access fashion week. Most brands choose New York, and what they value is the immediate commercial effect they can bring to the brand.

This is why Centrino fashion will choose a clear theme every season, and to some extent help these Chinese brands find out their location. The first quarter of China witnessed the outbreak of the "national tide". The second quarter showed the concentrated display of contemporary women's power. In the third quarter, youth culture broke out, and the theme of this season's "70/40" was the establishment of 70th anniversary in People's Republic of China and 40th anniversary in the rapid development of China's fashion industry. It reflected the macro development process of China's fashion industry, and it was also a bright spot for Chinese and overseas Chinese to produce emotional resonance.

This season, "China Japan" is not only a fashion tribute under the name of "National Day", but also a dramatic change in people's daily dress, lifestyle and spiritual outlook over the past 70 years. In addition, it also carries the role of recording the present. It reflects that China's fashion industry is experiencing a continuous structural change brought about by the upgrading of consumption concept and the outbreak of Chinese creative forces.

"Four seasons" China day "has a very special time point. It is just 70th anniversary months after the founding of our country, just after our activities. So we have also got many inspiration and inspiration in the process of data collation. We find that China really has the concept of fashion and popularity, and the Chinese garment industry is really entering a new development period in 1979," said founder and chief executive Tao of Centrino fashion. It was also in 1979 that Paris fashion brand Pierre Cardin became the first overseas designer brand to walk in China, bringing the western fashion concept to China. In those years, the American and British versions of Vogue were photographed in China for the first time, and for the first time overseas markets saw the "modern China" expressed in fashion.

It is not difficult to understand why the three very different brands were selected this season. Anta's children's sports culture brand Anta kids, China commercial women's wear brand LILY business fashion, and BoF 500 member Chen Xuzhi's independent designer brand ZHI XU show the Chinese fashion industry and creative power from different angles, and its continuous self breakthrough attributes. "We have never changed our minds and want to reflect the two words of truth and diversity," Fang Tao said. "China day" to reflect the real China, no matter what advantages or disadvantages, and the most important thing is to communicate truthfully, it will not cause obstacles to understanding. Diversity is the industry's current characteristics, so the brands we take every season try to present the diversity of China's fashion industry.

The brand export overseas needs to face more challenges. They are still exploring how to take into account the mature western fashion system and the objective problem of the new Chinese fashion market. And the emergence of Centrino fashion is in the process of dynamic change, providing a flexible bridge to open up the international fashion industry chain, and provide targeted services for Chinese fashion brands to complete overseas promotion, international sales, and establish long-term brand development and cooperation mechanism. Fang Tao has revealed that this "China Japan" is also the first linkage Lifestyle Community red book showing China Day Showcase. The owner of the red book will participate in the interaction of Spring Studios at the fashion week in New York. It will display ANGEL CHEN * H&M, Superdry * Clottee, Ledin * big white rabbit, Clottee * Xun, red star, and the five joint series designed by Chinese American designers to bring more intuitive and concrete experience to consumers, buyers and the media.

"The expression of Chinese brands in overseas fashion week actually needs quite different considerations, which permeates the thinking of how brands should define their own styles in different geographical contexts and at a higher level of international arena," said Cui Dan, a former senior media man and fashion consultant Caius founder. He also serves as a consultant for one of the brands of "China Japan" activities.

Uphold the diversity of ideas, Centrino fashion this choice of Anta kids as the first show brand. This time, on the international stage, Anta children will take the theme of "teenage home" as the theme, hand in hand with the New York buyer's shop brand Opening Ceremony, and take the Olympic spirit as the core, presenting sports children's clothing with technology and future elements. This is also the first time that Opening Ceremony has joined hands with children's wear brands, and has made new breakthroughs and attempts in the edition, fabric and function.

It is worth mentioning that the core consumer group of Anta children is 85 after 90 young parents, this group of children's clothing consumption demand is more diversified, especially for children's fashion, fashion also has certain requirements, this landing New York fashion week is also let Anta children's core consumer groups see the combination of sports and trend more possibilities, attract more young consumer groups. The landing in New York fashion week is a way for Anta children to integrate with the international fashion trend, and let the world see and recognize Anta children.

For the European and American markets, the women's clothing brand LILY business dress represents a new category in the European and American market, which focuses on the dressing of white-collar women. But the retail women's brand, founded in 2002, relies on its strong brand strength. By the end of 2018, LILY business fashion has more than 900 retail outlets in over 270 cities in mainland China, and has more than 70 retail outlets in 11 overseas countries, with sales of nearly 3 billion yuan.

The inspiration for LILY business fashion this season is the rise of the new Chinese women with multiple identities. "We are no longer confined to the traditional" specific workplace "category. Instead, we are focusing on the diversity of career women at all levels, such as supermodels, Vlogger, Shi Shangbo owners, painters, actors, artists and so on," Sun Ming Yang, vice president and chief operating officer of LILY business fashion, told BoF. "They no longer need to do their best to balance their personal environment with their work and life, and no longer need to rush to and passively take many positions. Modern Chinese women are more likely to follow their hearts and enjoy every role and future possibilities. "

Cui Dan, a consultant for LILY business fashion, seems to insist that LILY business fashion's insistence on the positioning of "business fashion" is a smart business decision. He said, "the new concept of business fashion has a lot of space, it expresses more than the traditional image of professionalism."

Diversity is also reflected in the development of the edge of fashion design itself. Under the operation of Centrino fashion, XU ZHI and China's leading brand of the home industry, the red star, are collaborate to develop a joint lifestyle series. "Red Star" has always insisted on the brand concept of "designing for Chinese life", which makes me very confident in the future of "China design", Chen Xuzhi said. He Xinghua, vice president of Hongxing Mei Kai Long group, said, "China Japan" has seen a lot of cross border interpretation of many non fashion brands and fashion fields. "China Japan" is an international window for China to design its strength. Red star, as a leading brand in China's home industry, has full design and aesthetic power, and wants the whole world to see the fashion concept and attainments of home brands.

Chen Xuzhi believes that participation in "China Japan" is mainly aimed at achieving the goal of developing brand vision and making the brand more "resilience". In this season, XU ZHI has added a colorful and diversified romantic expression to its refined feminine image. The 2020 spring summer series with the theme of "In The Bloom Of Youth" is inspired by Greek mythology and southern style holiday, and the fabric selection is dominated by light and natural silk and satin texture. Designers also revealed that the brand will try surprises that have never been tried in New York's show ground.

Just like the joint series of XU ZHI and red star, the new attempt of Centrino fashion to explore the fashion IP field in company strategic layout in recent years. And how to make the hot spot created by "China Japan" activities continue to shine at home and abroad in the near future is a proposition that Fang Tao has been thinking recently. He said that Centrino fashion will focus on how to continue to add value to the brand. "All brands or enterprises that participate in" China Japan "will choose the right time to help them in business, enter the North American market, and seek cooperation between business partners. We hope that they can find a good cycle and value-added effect on this platform. Fang Tao said.

Although New York fashion week will emerge more Chinese brands in the foreseeable future, but for the future of "China Japan", Fang Tao believes that Centrino should adhere to its positioning of the Sino US fashion industry bridge and achieve the ultimate goal. "From our point of view, we still want to take root in the North American market and spend more time doing business and industry exchanges more firmly," Fang Tao said. "I hope that brands will not only take part in an international event, but I hope that we will bring more value to our business cooperation in the North American market in the future."