Spring/Summer 2022 Shanghai Fashion Week kicked off on the evening of October 8 at the Xintiandi Show, and a new generation of Chinese design brands are stepping on the catwalk to meet them.
With the theme of "See (Builders) in the Future", this season's Shanghai Fashion Week will carry out 100 brand shows at Fashion Landmarks in Shencheng, such as Xintiandi and China Ship Museum, focusing on topics such as sustainable development, China's young design power, and intangible cultural heritage. Designer brands are the focus of this season's Fashion Week – the opening show breaks the convention of opening mature commercial brands in one fell swoop, with designer brand MASHAMA as the starting lineup.
MASHAMA opening show Source: Official public account In addition to MASHAMA, Chinese independent designer brands such as BAN XIAOXUE, ZI II CI IEN Zhichen, AWAYLEE, Rizhao RIZHUO, JUST FOR TEE and so on will also be on the stage of this season's fashion week to show the unique style of the brand. It is understood that in the release of this work, 75% of the brands are designer brands. China's design power is on the rise, and more local brands are taking center stage. Among them, we have paid attention to these "future brands": Lotus HEMU: focusing on oriental aesthetics and carrying the inheritance of intangible cultural heritage
Image source: Official
Hemu, founded in 2010 in Shanghai, China, takes oriental elements and humanistic feelings as the origin of design, adhering to the original, Zen and belief in inheriting oriental culture, and is committed to creating an excellent Chinese original designer brand. Lotus HEMU is inspired by China's vast culture and art; Adhere to the low-key, complex and simple design attitude, with the most natural materials, with the most original design, to interpret an oriental beauty. SS2022 Lotus Wood HEMU takes "Ink Neon Dress" as the theme of creation, inspired by the paintings of contemporary Chinese painter Tai Xiangzhou, integrating "Chinese ink painting" into modern fashion elements to create a new concept of Chinese clothing rich in oriental philosophical art.
Source: Officially, it is worth mentioning that Hemu HeMU uses the textile dyeing and finishing technology and fabrics of Chinese intangible cultural heritage such as Yunjin, Silk, Su Embroidery, and Silk in the creation of works; presents and expresses the ink works of Teacher Tai Xiangzhou on traditional fabrics such as silk, brocade, silk and silk in different forms. BAN XIAOXUE: Pursuing naturalism, there is both business under the sentiment
BAN XIAOXUE is a brand of the same name founded by emerging designer Ban Xiaoxue in 2012. BAN XIAOXUE adheres to the concept of natural values, pursues and inherits oriental aesthetics and traditional culture, pays attention to contemporary humanities and arts and thinking creativity, and is committed to transforming the original spirit of naturalism into contemporary clothing culture and lifestyle. At the same time, BANXIAOXUE independent stores, relying on physical channels and agency models to cover key cities across the country, it is reported that 70+ physical stores have been opened in China, and its expansion efficiency and achievements in the business field are very dazzling in China's independent designer brands. BanxiaoXUE's design inspiration for this season is about thinking about the concept of eternity, exploring the original meaning of home and life with the proposition of "may people last". The bone embroidered legging is a very important piece of its release this season.
Source: Shanghai Fashion Week official Weibo TU: Implement practicalism and uphold the concept of sustainable development
TU was founded in Shanghai in 2015. In line with the vision of creating an original independent designer brand in China, TU always uses natural sustainable fabrics and takes "simplicity and elegance" as the fashion concept, aiming to create a more comfortable wearing experience. Tu's Spring/Summer 2022 collection, titled "Improvisational Geometry", continues the usual solid tone. Inspired by the abstract master Kandinsky's "dotted and linear surfaces", it incorporates bright colors and jumping geometry. On top of the atmospheric simplicity of the silhouette, dynamic triangles, dots and unstable diagonal lines interact with colors, exploring a new style that is relaxed and stylish, and simple and elegant.
Source: Official Weibo Mithworld: Exclusive sweet and cool gene, expressing women's inner personality
Image source: The official mixworld was born in 2019 and is an original fashion brand. Mithworld advocates "looking outward and exploring inward" and encourages women to find a balance between the outside world and their inner selves. Mithworld Creative Director Demon focuses on interpreting women's different personalities, using clothing as a carrier to "dialogue" with the outside world, and is committed to meeting the natural pursuit of beauty and the adaptability needs of women in different social roles. Mithworld's SS22 collection continues the brand's sweet and cool style, blending elements of current trends and inspired by 5 different genres of music – folk, electronic, rock, POP and R&B. With different styles of music to drive fashion emotions, with vivid colors intertwined with free rhythm, release the youth vitality of girls, interpret the unique personality and sweet cool feeling of girls.
Source: The rise of local design power, we see the Chinese designer brands in terms of creative leadership and business maturity and other aspects of the wings are gradually growing. Since 2011, China's designer brands have shown a growing trend. According to the data, the size of the designer brand market reached 82.3 billion yuan in 2018, an increase of 29.81% year-on-year; it will continue to rise in the next few years, and it is expected to climb to 91.6 billion yuan in 2020.
Source: The network in these designer brands, whether it is the display and pursuit of unique aesthetic art in fashion, or the attention to the integration of inner personality and external wearing experience, reveals that in the era of consumption upgrading, the consumer population's demand for clothing has gradually shifted to the pursuit of aesthetics, spiritual connotation and personalization. With the improvement of domestic income level and the improvement of the younger generation's requirements for the texture of life, the new generation of consumers are more willing to pay for the "personalized" and "differentiated" labels carried by original design clothing, which provides an audience base for local designer brands and opens a "window". Affected by the epidemic, China has opened the "internal and external double circular economy" model, more products such as clothing have begun to turn to the domestic market, and the rapid rise of a large number of buyers with Chinese characteristics has brought a broad market development space for local designer brands. Today, Shanghai Fashion Week is experiencing an unprecedented period of upward mobility. As the "national hot flashes" continue to heat up, the role of Chinese designers in the world will continue to increase, and China's design power can be expected in the future. Designer Masha Ma said: "From a design point of view, I think the phrase 'the national is the world' is the last decade, and 'the world is China' should be given to the future." Author | Li Yuan Edited | Han Jingyi