"Working with things" with the International Fashion Week has become the norm of Tmall since last year. People still remember the "national tide" power represented by Li Ning, how to show an unprecedented new look on the stage of the International Fashion Week.
In September, Tmall brought a more fierce "trend storm" - joining the three international fashion weeks of New York, Milan and Paris, upgrading the 24-hour China Day to a younger, more attitude-oriented, more prominent China China Cool, the cultural energy, allows Chinese design to penetrate the international fashion center. Since then, a trend, trend, and a new attitude that has always been moving forward has become a Chinese symbol.
An unprecedented " China Cool "
Previously, Tmall has been at the forefront of fashion design, bringing new Chinese brands such as Taiping Bird, Li Ning and CHENPENG to the stage of international trend design, boldly rejuvenating the national brand and showing the charm of the country.
This time, China Cool, which was newly upgraded, won the three international fashion weeks in New York, Milan and Paris. Throughout September, it grafted more abundant international fashion resources and brought the Chinese design and international fashion week stage closer. distance.
On September 5th, 2019 spring and summer New York Fashion Week Tmall China cool officially kicked off, 9 major Chinese brands collectively unveiled the first stop in New York Spring studio, and brought a "new domestic" and "China is cool" innovation and fashion Show.
The brand and the Tmall, the world's three major fashion week official associations, together to build 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, an important brand core that always keeps moving 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.
The 9 major national brands participating in the exhibition also perfectly fit the interpretation of China Cool. As an old country brand with 80 years of history, in recent years, three guns have been actively trying to innovate, changing its old-fashioned image in the hearts of young people and becoming a new representative of alternative fashion. This time, I also invited the cutting-edge designer Yu Chuang to take charge of the design of the new season. Instead of pursuing avant-garde, I will seize the quality of the three guns and try to combine the three styles with the retro style and help in the Tmall Trend Center. Under the new exploration point of "tactical clothing" and "stomach dress", to meet the current consumer groups, to find potential target audience.
The development of the peacebird is worth learning and learning from many national brands. Following the pace of Tmall, the Taiping Bird became the first brand to open a flagship store in Tmall. It is also the first batch of Tama China’s daily sea-going brand. This is also the first time to participate. The brands of New York and Paris Twin Cities Fashion Week, while working with Tmall to create the brand for the first time, the Peacebird is also using the power to interpret the "cross forward" kernel.
In recent years, Taiping Bird's investment in design and development has been steadily improving, not standing still, bravely breaking the established image of self, and letting the Taiping Bird begin to bring too many surprises to the design, thus winning a large number of young consumers as the brand. Inject new vitality.
As an independent designer brand of the Internet, the day is loyal to the martial arts plot. Every design has a strong martial arts style. It is like an oriental poetic painting. This time, the works exhibited at New York Fashion Week are drawn from the Tang poetry. Under the mountain. Also as an independent designer brand, SONGTA's designer Song Tuo was once an artist. Under his design, every piece of SONGTA's works has a strong artistic atmosphere. This is also the first time that Song Tuo is a fashion designer. Participate in the fashion show. Although i-am-chen is focused on the “old†knitting field, it has created a new vitality through the bold and innovative color system.
These brands carefully selected by Tmall show a strong Chinese cultural energy to young consumers during this fashion week, turning China into a trend, a trend, and a new attitude that is always moving forward. , became the well-deserved China Cool.
In addition, “Bold Crossover†is the highlight of this year's Fashion Week. In this big show, only people can't think of it, there is no crossover that brands can't do: during New York Fashion Week, Songta and i-am-chen The cross-border cooperation of sanitary ware brand Hengjie and vacuum cleaner brand puppies, the combination of fashion design and consumer electronics brands, collided with another fashion spark.
The Taiping Bird Men’s Wear is brave to hold M&M Beans, and the chocolate-filled clothing is also a playful fashion.
It is worth mentioning that during the one-month 2019 spring and summer fashion week, the brand will also start the series of new models and new products in Tmall, which means that people only need to open the mobile phone Tmall search "national tide is coming. "You can get the same show from the world fashion center with one click, and let hundreds of millions of domestic young consumers realize zero-hour communication with the international fashion week."
In fact, the rise of the national tide, the young consumers who have the value of the Tmall platform and more dare to be the first point of view, Tmall China Cool will also become the best feedback for these young consumers, let consumers Look cool, buy, experience the general pleasure of the pro-temporary installation week.
Let the people of the world witness the strength of China's cutting-edge design
As the first stop of the 3 major fashion weeks, Tmall also brought more interesting non-apparel brands during New York Fashion Week. At the same time of the catwalk, from September 4th to 6th, Tmall also landed a 3-day offline POP-UP flash shop on the streets of New York.
In the crowded streets of New York, Tmall and the new design forces reinterpret the traditional oriental culture with avant-garde modern design style, and showcase the aesthetics of the Dongba District of various Chinese brand cross-border new species. In the way of non-apparel brand cross-border apparel brands, Tmall brings more non-apparel brands to the platform of New York Fashion Week: Hsu Fu Chi’s cross-border Takasa design cross-border tidal suit in childhood memories;
Defu cross-border Chinese independent designer brand He gave birth to a chocolate necklace, wearing the sweetness of chocolate between the neck;
Dabao teamed up with personal designer Yang Yang to revolve around the classic slogan of “Dabao Everyday†and the red and white design of Dabao Classic. The artist JINLE will also create a series of pop style designs around the Dabao brand element “DABAOâ€;
The Chinese independent designer brand secret fan and the kiss jelly bring the main "girlish" crossover, the peach jelly tastes a kind of love sweetness; and Zhou Dasheng cooperates with the voice to design a new Chinese furniture style. Themed series of jewellery.
Cross-border and avant-garde expressions have become the theme of this flash event. The people of New York are immersed in the situation and feel the new professional expression brought by China's cutting-edge design power.
In a way, although far in the other hemisphere. However, based on its own platform strength, Tmall has released enough power for the brand to build a fashion week in the fashion week. There is a more sensational effect among domestic consumer groups. This point has been verified in the previous Li Ning 2018 New York Fashion Week - 1000 pairs of sports shoes sold out for 1 minute, after the event, the market value of Li Ning increased by more than 2 billion. Similarly, on the Tmall China Day in September 2018, the launch of the Laoganma Sweater in the current campaign to explode social networks, spread easily to achieve billions of exposure.
China Cool, which has been upgraded this year, is also the first to invest in the Tmall Trend Center to bring new fuel to the brand. It will rely on Tmall's intelligent trend discovery mechanism to combine Tmall platform big data, authoritative trend source institutions and trend broadcasters to accurately predict and maximize the trend.
At present, Tmall has provided a one-stop solution for the trend of trend forecasting, trend incubation, and marketing outbreak for the brands participating in the China Cool project, helping the brand to detonate during the China Cool project and win more consumers. Love.
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