New York Fashion Week teamed up with Tmall Tmall China Day 2 in a strong lineup

Alibaba's Tmall will compete with China's leading fashion, lifestyle and entertainment company Centrino Fashion, on September 1st, in the upcoming Spring and Summer 2019 New York Fashion Week, the "New York Fashion Week Tmall China Day" The second season (hereinafter referred to as "Tmall China Day"). This season, there will be three representative Chinese women's design brands landing in New York Fashion Week. They are China's most influential business designer brand JNBY, China's leading independent sports brand Particle Fever and one of China's most watched young designer brands, Angel Chen.

According to Suntech, the exclusive strategic partner of CFDA (American Fashion Designers Association), this season's "Tmall China Day" will be more diverse than the previous season. In addition to showcasing the 2019 Spring/Summer collections of the above three brands through fashion shows and inviting mainstream North American retailers and buyers to visit China Day Showroom, they will also add two units, China Day Forum and China Day Flash Store. The angle talks between the Chinese and American fashion industries, and the cross-industry presents the power of contemporary Chinese design, helping Chinese brands and designers to gain more attention on the stage of the New York Fashion Week and the North American market.

The first season of "Tmall China Day" held on February 7 this year is the first time that Chinese brands have appeared in the international fashion week stage in the name of "National Day". Li Ning, Taiping Bird, Chenpeng and Clot, four different Chinese brands, landed in New York, attracting more than 800 international industry authorities and more than 300 international top media. Once released, Tmall China Day received an exposure of 1.5 billion from the international media and more than 20 million discussions on domestic microblog topics, which triggered the “China Day Effect” spread across the markets of China and the United States.

The success of the first season of "Tmall China Day" is not just about the volume of media. The participating brands each achieved a significant return on their performance. In the capital market, Li Ning’s share price rose by 50% in a single month after “Tmall China Day”, with a cumulative appreciation of HK$6 billion. Under the online channel, after the release of the show, the Taiping Bird was invited by a number of overseas buyers and fashion funds; Chenpeng's global retail channels have doubled from the original 40 to more than 80, and North American retailers have increased. More than half of the volume; Clot's release show is also the first show of the brand's 15th anniversary. CLOT's understanding of custom fashion from the street trend, interpretation of the trend of the "Street Couture", sought after by the Chinese and American trends.

The second season of "Tmall China Day" focused on the highly competitive international women's wear market. It is reported that this season's "Tmall China Day" advisory committee members include BoF 500 member CFDA CEO Steven Kolb, Opening Ceremony founder Carol Lim & Humberto Leon, Shanghai Fashion Week Organizing Committee Deputy Secretary Lu Xiaolei, Tmall apparel total Manager Liu Xiuyun, and founder and CEO of Centrino Fashion, Fang Tao. Through the strict internal selection, the three brands that landed on the official schedule of New York Fashion Week were finally selected.

These three brands not only represent three completely different categories of Chinese women's design brands, but also represent three styles of contemporary Chinese women: JNBY's intellectuality, Particle Fever's pioneering dynamics, and Angel Chen's rebellious spirit, breaking the West The world’s traditional impression of Chinese women.

At the beginning of its establishment in 1999, JNBY insisted on the aesthetics of “modern, energetic, interesting and calm” and dedicated to providing fashionable and classic must-have items full of new ideas. The brand specializes in the development of materials and process enhancements, and restores the emotions of the design through the wearing experience. Apparel and store design have been thoroughly studied in order to reflect the spirit of “Just Naturally Be Yourself” and bring a new and interesting experience to the public.

Li Lin, the founder of the brand, told BoF: “I hope to use this New York Fashion Week Tmall China Day event to update brand dynamics, enhance the brand's international attention, and strengthen domestic consumers' perception of the JNBY brand. I also hope to open more JNBY stores on the basis of the existing good market in the North American market."

Particle Fever positions itself as the first independent sports brand in China. Designing each sport with an unconventional experimental attitude, it is more avant-garde in craftsmanship, aesthetics, function, and even values. Brands have higher requirements for creativity. They are the few sports brands that have their own product patents and have built their own experimental visual and installation art teams. They are free to practice everything from sports, technology, technology and culture. Pioneer plan. Not long ago, Wang Ju, who was on the Internet, was wearing the cover of the Chinese version of "T" wearing the clothing of Particle Fever, and received a lot of attention.

"New York has the most interesting sports space and sports style in the world. We feel that it will be a big part for us to be an independent sports brand." The CEO of Particle Fever told Ji Bo: "We put this China Day Before and after, as the whole experiment to operate. We are now openly recruiting a mysterious 'all-round sports team', and will be selected in the official channel of the brand, perhaps they are stunts, maybe the composition of the staff will shock everyone's attention We hope to show the sports wear under the contemporary Chinese independent aesthetic consciousness in the most unexpected way on the final show. This is a large experiment."

BoF 500 member Chen Anqi graduated from the Central Saint Martins College of Art and Design in London in 2014. He was named the first five graduates of the year by iD. In the same year, he founded the eponymous brand Angel Chen and won the Fashion Scouts Ones to Watch award. Since 2017, the brand has been released in Milan Fashion Week.

"New York is no stranger to me. I was internship in New York for a year at the University. I found my favorite American contemporary artist Jean Michel Basquiat at an exhibition in Chelsea and was deeply influenced by it until today. If London It is the enlightenment soil, and New York is an indispensable nutrient for me.” Chen Anqi told BoF: I am honored to be invited to participate in China Day, hoping to bring the pioneer series that has always been determined to create a fusion of Chinese and Western culture to New York. Audience. And this season's "China Day" fashion partner's vivo will be strongly supported by Angel Chen, helping Chinese new design forces to appear on the international stage.

"In February of this year, 'Tmall China Day' first recorded in New York Men's Wear Week, is an example of 'Tmall China Day' full-enhanced platform business brand upgrade, brand marketing, overseas market expansion, etc.", Tmall apparel Liu Xiuyun, general manager, told BoF: "The second season of 'Tmall China Day' will also be very worth looking forward to. We will continue to innovate in the areas of empowering New York Fashion Week, Chinese consumer insight, and supporting Chinese women's power."

On September 10th, local time, Industria Studio, the official show of New York Fashion Week, was served in three time periods (10:00-11:00am, 12:00-1:00pm, 2:00-3:00pm). The three brands participating in "Tmall China Day" will present the brand's 2019 spring and summer collections in the form of a fashion show. In addition, from September 6th to September 11th, China Day Showroom will open its doors at Spring Studio to welcome buyers from the US mainstream retail industry to place orders.

The new season's "Tmall China Day" will pay more attention to the deeper exchanges between the Chinese and American fashion industries. On September 9th, New York time, a China Day Forum will be held in Spring Studio to gather Chinese and American designers, media and retailers to conduct in-depth exchanges on Chinese and American fashion industry hotspots. The theme of the forum is “Four Seas and One Family”, which means that global Chinese design is a cohesive whole and the borderless fashion industry in China and the United States. The forum topics focus on design, manufacturing, retail concepts, global trends, depicting the entire industry chain of the fashion industry, confronting industry experience and insights, in-depth discussion of the globalization of Chinese design, and helping Chinese brands explore the global market.

From September 9th to September 11th, China Day Flash Store will cooperate with Tmall “National Trends Action” to create the Guochao brand store, which will be unveiled at the world's top buyer Opening Ceremony, and Opening Ceremony will do so. Specially customized a series of trend items. “Tmall China Day” Guochao brand store has selected a long-standing brand of high-quality brands with distinctive Chinese cultural genes, including Yunnan Baiyao, Laoganma, Shuangmei, Summer Palace, Kangshi Fuhan Spring, Onecup and so on.

“These are well-known at home and abroad, and have a long history of Chinese goods. Through the platform of China and Japan for the first time, we have cooperated with fashion fashion cross-border to showcase China's contemporary culture and lifestyle in an all-round way, and reinterpreted the 'China tide' in the world in New York. The tide is a shift from production to design. We have the ability to incubate and support and help brands globalize,” said Liu Bo, President of Tmall Platform Operations.

The consumers in China can see the pictures and images of the event scene through the special page of “New York Fashion Week Tmall China Day” set by Taobao and Tmall App, and immediately purchase the part displayed at the press conference. product.

“We are very much looking forward to the performance of the three best Chinese women's fashion design brands in New York Fashion Week this season. There is no doubt that the goal of 'New York Fashion Week China Day' is not just to bring Chinese brands out of the country, but also to To create a platform to integrate Chinese contemporary design power and connect Chinese fashion with the American market,” Fang Tao, founder and CEO of Centrino Fashion, said. The mission of Tmall China Day is to make Chinese design have a stronger influence on the global stage and ultimately promote its global business development. Here, he also thanked the fashion partners vivo, sponsors Cadillac, Maybelline and other brands for their support of this "Tmall China Day".