Founded in 2002, AWR is part of Hangzhou Jiuchuan Fashion Co., Ltd., which has been refining its design approach with unique creativity for two decades, with the concept of "making dreams happen", focusing on women's fashion.
AWR's brand manager, Weng Wenbiao, has been in the apparel industry for many years, initially entering the fashion field as a boutique. With a passion for clothing and a desire to explore how international designers work, he has been gaining experience in boutiques since 2018, collaborating with many international designer brands including Maison Margiela and Rick Owens, and visiting studios of brands such as Y/Project.
In 2020, with the advent of the epidemic, the manager came into contact with excellent Chinese designer brands that settled in domestic showrooms, met many talented young designers, and conceived his own idea of entering the fashion world, and began to cooperate with down jackets as a carrier.
After recovering from the global pandemic, AWR launched a joint survey of cutting-edge aesthetic concepts in the first quarter, adding a new look to the fashion industry. AWR JOINED FORCES WITH FIVE INDEPENDENT DESIGNER BRANDS – "JACQUES WEI", "UNROW", "MOLE'NERATION", "022397BLUFF" AND "J E CAI" TO THINK ABOUT THE MEANING OF CURRENT FASHION AND DESIGN, AND LANDED AT SHANGHAI FASHION WEEK AT 20:30 ON MARCH 27 AND PRESENTED IT IN THE ONTIMESHOW SHOWROOM.
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The eponymous brand "JACQUES WEI", founded by designer Jacques Wei who graduated from Atelier Chardon Savard in Paris and later studied with designer Jacques Wei of Marta Manitovani's haute couture workshop, has a sense of distance from the old French haute couture. While retaining traditional aesthetics, the brand presents the aesthetic integration and innovation of the East and the West in a variety of art forms. SIMILAR DESIGN INTENTIONS HAVE ALLOWED JACQUES WEI TO MAINTAIN A RAPPORT WITH AWR AND LAUNCH THE JOINT COLLECTION.
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Founded by Zhou Hao, a graduate of ESMOD PARIS, UNROW is deeply influenced by the "new wave" and starts to explore the design of building temperament with the two dimensions of "restlessness" and "restraint". UNROW is good at discovering natural fabrics, using environmentally friendly leather, glossy coating, wrinkling, cutting and other design methods to discover rational concepts in sensual vision. During the design research published in collaboration with AWR, UNROW took a different approach to creating a different kind of temperament in the construction of the costume.
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Founded in 2021 in London, UK, the sculptural fashion brand MOLE'NERATION attempts to initiate a discussion of the label effect through fashion to perceive the state of nature and life, challenge the barriers of inherent boundaries, respect the differences and integration of gender diversity, and express their true selves. The brand's pursuit of "sexiness" at the clothing level and natural and primitive breath coincides with AWR's creative philosophy of pursuing a personal attitude.
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Independent designer brand 022397BLUFF, co-founded by 022397 and 021596 in Paris, France in 2019, 022397BLUFF presents a very distinct and neutral avant-garde style, combining multi-media, through multi-visual degree, paying attention to and absorbing the aesthetics of traditional Chinese culture, and presenting fashion in a sustainable way. AWR and 022397BLUFF together break the stereotypes while perceiving the charm of culture with unique imagination and concepts, and explore the balance of human nature under the influence of culture in the construction of fashion.
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Designer Cai Jiaen, a graduate of the London College of Fashion and the Royal College of Art, uses her personal brand J E CAI to explore the possibility of contradictions and opposites in clothing expression through the fusion of systematic thinking and occasional expression. While looking for the composition of digital modular systems spawned by industrialization, combined with the concepts of nature and people, discuss whether clothing is replaceable. AWR and J E CAI combine personal experience with technological innovation to chase beauty in the contradiction itself in fashion and styling.
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In the face of the rapidly changing creative environment, designers have to respond quickly, but still maintain their love for fashion and deeply explore and experiment in different fields. The joint name of AWR with "JACQUES WEI", "UNROW", "MOLE'NERATION", "022397BLUFF" AND "J E CAI" IS A NATURAL ADAPTATION AND INNOVATION DIVERGENCE UNDER THE RAPID PACE, ENCOURAGING MORE DESIGNERS TO FOLLOW THEIR ORIGINAL INTENTIONS, ADHERE TO THEIR DREAMS, AND PRESENT THEIR OWN ATTITUDES AND INNER STORIES THROUGH THE ESSENCE OF DESIGN.