China's leading parent-child brand AmelieWang New York Fashion Week show Chinese elements

(New York, February 9) Amelie Wang, the leading parent-child brand from Shanghai, China, presented its first major show of New York Fashion Week in Industria, one of the official homes of New York Fashion Week on the evening of February 9th.

More than 50 sets of traditional and modern parent-child costumes, harmonious cooperation between Chinese and American models, snow fans, candied fruit, these dazzling visual elements bring diverse artistic integration, traditional and modern collisions to New York fashion stars that night. The new Chinese style of walking, vividly reflects its "Keep Tradition Alive" concept.

This season's AmelieWang's design theme is "Walking the East - Dunhuang Travel Notes", flowers, animals, clouds, flames, geometry... The aesthetic decoration of different regions takes root here, blending Chinese elements with fashion. This release of the new product series, mainly based on Chinese children's uniforms, has also made greater improvements in style, and strives to show the beauty of traditional and trendy elements while allowing Chinese traditional culture to be better passed down from children. Go on.

“Although the Dunhuang theme has been used by many designers, it is necessary to be interpreted by designers after the use of children's clothing. It is completely different from the Forbidden City culture.” Brand CEO Cao Zhenhai told reporters that AmelieWang does not pass through complicated The craft highlights the value of clothing, but expects to understand China's history and culture from the perspective of the child.

"For example, we used Dunhuang's mineral pigments on hand-painted clothing. Through these visual perceptions, children can directly understand the original painting colors. For example, different red origins can be cinnabar, red coral, hematite, etc."

Founded in 2008, AmelieWang took the brand as the first step for the brand to bring the brand to the Forbidden City in Beijing. It will enter the World Expo in 2010 and will bring Chinese cheongsam to Europe at Expo Milano in 2015. Beijing International Fashion Week, and then invited to participate in Dubai Children's Wear Week in 2018, AmelieWang has now entered the 11th year of the brand. Today, brands in Shanghai, Beijing, Hangzhou, Xi'an, Chengdu and other more than 10 cities in China have brand-operated stores, and more direct-sale stores are springing up like mushrooms.

AmelieWang brand CBO Elly Shin

Elly Shin is the brand's CBO, and she said that in the past decade, AmelieWang has continued to maintain innovation in the field. Although the brand targets the customer group mainly before the age of 12, with the Chinese consumers and the younger generation of parents for the next generation of higher dress requirements and quality requirements, the word innovation has become a clothing brand in China. Hard requirements.

"The Chinese children's wear market 5-10 years ago is relatively conservative, the pursuit of rigor, the majority of the body is symmetrical, the profile is simple, and the use of provincial roads is a process of making clothes that can modify the body curve, smooth lines, comfortable waist. The back is not tight, this line will be made in the hands of experienced masters, which will make the clothes look very textured and slim, special for cheongsam) or dividing lines. The fabrics are mostly made of traditional worsted fabrics, and the colors are in traditional colors. Most of the monochromatic fabrics. Until the imported maternal and child brands entered the country, they developed into the pursuit of fine decorative details, fresh and natural, the pursuit of natural fabrics, component design and decorative, such as partial embroidery, bow tie, collar flowers, etc.," Elly told the media.

China's children's wear market has entered a rapid growth period. In the past few years, China's children's wear market is still at the low-end and high-end children's wear demand has not been fully released. In 2018, the size of China's children's wear market has reached 166 billion yuan. With the liberalization of the second-child policy, from 1980 to 90, parents who have gradually increased to 95 after the recent increase in the concept of children's wear have become more different. The high-end children's wear brand represented by AmelieWang with many years of good foundation has created huge market opportunities. With the upgrading of consumption, the improvement of residents' income level and the awakening of health awareness, the demand for high-end children's wear will gradually be released.

AmelieWang participated in China International Fashion Week for two consecutive years in 2016 and 2017. This is the first time that New York Fashion Week has participated in one of the world's four major fashion weeks. At present, AmelieWang's brand stores are everywhere in China's top new cities, and the stores are in the center of the business circle of these cities.

Elly said, “Every month we receive a lot of orders from various countries and send them to all over the world through UPS. In the eyes of consumers, traditional Chinese clothing is being promoted to the world by the world, and most of them are from the United States. They like the exquisite silk and the delicate embroidery."

The big show AmelieWang chose Dunhuang as the theme not only because of the world-famous Silk Road, but also because it carries the cultural intercommunication, blending, and can promote the integration of civilizations in the world, affecting the process of global historical development, in the true sense. The crystallization of historical art.

AmelieWang brand CEO Cao Zhenhai

“We hope that the children who are wearing AmelieWang will be able to understand and love the traditional culture of China from an early age. When they grow up, they can spread these precious Chinese cultures from small to more places in the world.” (Brand CEO Cao Zhenhai)

The director of the show was Christina Neault, one of the star figures of New York Fashion Week, and her team. Christina was the executive producer of IMG's official New York Fashion Week for more than a decade. She is currently the Pier 59 of one of New York Fashion Week's main homes. Fashion Coordinator, and also a year-round cooperative show of China Fashion Collective, the producer of this event. This year, China Fashion Collective entered the fourth year of the show, and was a large-scale brand promotion event for New York Fashion Week in New York for Chinese leading companies, fashion brands and independent designers.

Reporter in front: Lin Yuqing Photography: Fu Jianing, Zhang Anqi