Juicy Couture Taps Chinese Label Staffonly for Collaboration – WWD

LONDON — Juicy Couture has tapped up to date males’s put on label Staffonly and its duo of designers Shimo Zhou and Une Yea for its first collaboration with a Chinese language model.

The pair based the label in London, shortly after graduating from London Faculty of Trend and Royal Faculty of Artwork, making a reputation for themselves with their ironic takes on consumerism and identification geared to a males’s put on viewers. They’ve beforehand collaborated with Japanese model Onitsuka Tiger for its seventieth anniversary.

However don’t count on the standard questioning of masculinity that the London- and Shanghai-based label is understood for. This hookup is a retro-Americana assortment of tracksuits, bejeweled miniskirts and puffer coats in saccharine tones, which was revealed on Sept. 24 and was instantly stocked in shops. Costs had been at designer stage — 3,880 renminbi, or $450, for a tracksuit and 6,880 renminbi, or $1,065, for a pink and chocolate brown puffer coat.

“[Juicy Couture] is a model that’s doubtlessly impactful with folks by way of sensation, [so we started] combining current experiences and creativeness,” stated Zhou, whose psychological picture of Seventies California way of life from movies, literature and video video games grew to become the premise for the retro diner aesthetics of the collaboration, together with its communication marketing campaign.

In line with Carol Chen, co-chief govt officer of Semir Group, which owns the Juicy Couture license for Better China, it’s Staffonly “witty and relaxed design aesthetic [and] distinctive experimental spirit,” utilized to “inspirations from day by day life” that cinched the deal. Chen added that “[their] era of Chinese language unbiased designers has worldwide imaginative and prescient and on the similar time perceive the wants of Chinese language shoppers.”

https://wwd.com/fashion-news/fashion-features/juicy-couture-staffonly-china-collaboration-1234946623/ | Juicy Couture Faucets Chinese language Label Staffonly for Collaboration – WWD


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