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Cooling tropical colors
By Michelle Zhang |
May 10, 2009, Sunday
|
Print Edition
Print Edition
NEW Yorkers got their first taste of summer as temperatures soared in April and women donned their lightest and brightest. The city was awash in boldly printed dresses and T-shirt-and-mini combos, girls taking their hue cues from the tropics. Pops of teal, fuchsia and tangerine were refreshing. And with catchall totes and oversize sunglasses, it was a perfect way to greet the heat.
Who created it?
Enjoy Young started out as a label devised for "Magic Talented Designers," the Chinese equivalent of "Project Runway" produced by local TV channel Channel Young.
Participants in the reality show were asked to design clothes on different themes for different seasons for the fictitious label, which didn't exist at all at the time.
As a result of the growing popularity of the show, Channel Young realized the market potential of the label and decided to convert the concept to reality.
At the end of last year, it opened the first store at Highstreet Loft, a fashion creative hub in the center of the city. It also plans to launch an online store by the end of this year.
Why we like it!
Unlike most local young designer brands, Enjoy Young sells clothes that are not designed for the sake of design.
They are both stylish and wearable. Targeting young "artistic" women, the brand has a design focus on dresses made of precious, feminine fabrics like chiffon, silk and satin.
Most of them feature soft, flowing silhouettes in neutral tones. Highly flexible, they can be worn either to cocktail parties or to work simply by adding a jacket. Get a piece:
The brand recently launched its spring/summer 2009 collection with a fashion show at Highstreet Loft as part of the Shanghai International Fashion Culture Festival. It introduced clothes inspired by nature with floral patterns and animal prints prevailing.
The highlights included asymmetrically cut silk dresses, patched denim tops, classic tulip-cut skirts and statement accessories. A dress usually costs between 1,000 yuan (US$146) and 2,000 yuan.
Address: 4/F, Highstreet Loft, 508 Jiashan Rd
Tel: 5671-8702
Who created it?
Enjoy Young started out as a label devised for "Magic Talented Designers," the Chinese equivalent of "Project Runway" produced by local TV channel Channel Young.
Participants in the reality show were asked to design clothes on different themes for different seasons for the fictitious label, which didn't exist at all at the time.
As a result of the growing popularity of the show, Channel Young realized the market potential of the label and decided to convert the concept to reality.
At the end of last year, it opened the first store at Highstreet Loft, a fashion creative hub in the center of the city. It also plans to launch an online store by the end of this year.
Why we like it!
Unlike most local young designer brands, Enjoy Young sells clothes that are not designed for the sake of design.
They are both stylish and wearable. Targeting young "artistic" women, the brand has a design focus on dresses made of precious, feminine fabrics like chiffon, silk and satin.
Most of them feature soft, flowing silhouettes in neutral tones. Highly flexible, they can be worn either to cocktail parties or to work simply by adding a jacket. Get a piece:
The brand recently launched its spring/summer 2009 collection with a fashion show at Highstreet Loft as part of the Shanghai International Fashion Culture Festival. It introduced clothes inspired by nature with floral patterns and animal prints prevailing.
The highlights included asymmetrically cut silk dresses, patched denim tops, classic tulip-cut skirts and statement accessories. A dress usually costs between 1,000 yuan (US$146) and 2,000 yuan.
Address: 4/F, Highstreet Loft, 508 Jiashan Rd
Tel: 5671-8702
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