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Chinese brands hit runway at New York Fashion Week

Sep '19
Pic: New York Fashion Week
Pic: New York Fashion Week
About 10 Chinese brands presented their latest collection at the ongoing New York Fashion Week Spring/Summer 2020 show. According to schedule released by IMG, one of the producers of the event, the 8-day show starting from September 4, included two events devoted to Chinese labels, including 'Tmall China Cool' on September 4 and 'China Day' on September 8.

During the fashion week, Threegun, a well-known underwear brand in China under the Shanghai-based Orient International (Holding) Co, Ltd, boarded the fashion stage for the first time on September 4 in cooperation with Tmall platform of China's e-commerce giant Alibaba, according to press release by Xinhua Silk Road Information Service.

The brand displayed 40 sets of intimate apparel with designs inspired by the classic elements of the time-honoured Chinese brand such as waffle weave and tie-dye.

Sheng Chao who is in charge of the Tmall fashion brands said that the New York Fashion Week is an important platform to enhance brand influence and drive sales growth.

Chao believed that the New York Fashion Week also conveyed the desire for transformation of domestic brands. "In the past, foreigners had some stereotypes about the Chinese design. In fact, Chinese design is not just cliches like the dragon and phoenix," said Chao.

Besides, through the cooperation with Tmall, many of the Chinese brands' Spring/Summer 2020 collection were launched on the e-commerce platform during the fashion week. Consumers could immediately order the catwalk items after watching the live streaming video of the fashion show. (PC)

Fibre2Fashion News Desk – India

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September 2019

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