Party time for top jeans label
By Michelle Zhang |
February 7, 2010, Sunday
|
Print Edition
Print Edition
ON a recent Wednesday afternoon, a young Chinese lady walked into a denim store on the third floor of Shin Kong Place, one of the new high-end shopping centers in Beijing. She asked for cropped style jeans. The sales girl brought her three different pieces. She tried them on, paid for all three and left. It took her less than 20 minutes.
What she bought were no ordinary denims but jeans by 7 For All Mankind, the "premium denim brand" favored by Hollywood celebrities such as Angelina Jolie, Blake Lively, Cameron Diaz and Ben Affleck. The cheapest pair in the store costs 2,280 yuan (US$334).
When 7 For All Mankind opened its first retail store on the Chinese mainland last year, demand was so great it swiftly expanded to six cities with six free standing stores, and plans another nine this year.
Impressed by the growth, the brand recently held a grand party in Beijing's 798 Art Zone, celebrating its brilliant start in China as well as launching its 2010 spring/summer collection.
Taiwanese supermodel Lin Chiling joined another 14 models to present a collection defined by innovative washing techniques, a mixed use of fabrics and subtle details.
For women, the key pieces included "second skin" stretchy, skinny jeans available in a range of colors, loosely fitting jeans featuring patches adorned with glittering crystals and sequins and shorts with exposed pocket bags.
For men, the brand has introduced updated details such as triple-needle stitching, embroidered rivets and reversed belt loop, and trendy new colors including wasabi green, Fiji blue and coral.
Two one-of-a-kind jeans were created to commemorate the event. One was the Chiling edition worn by supermodel Lin and based on the brand's classic "Gwenevere" line which is slim at the hips and fitted through the leg. Inspired by formal tuxedoes, the designers have added countless red Swarovski crystals on both sides of the jeans.
At the show's finale, Lin appeared on stage with other 14 models forming a straight line behind her. A giant banner dropped down to chest height to hide the models removing their blouses. As the banner rose, they turned their backs to reveal 14 large letters that formed 7 For All Mankind.
The other one-of-a-kind, the Beijing edition, was based on the low rise, flare leg "Rocker" line, decorated with laser-cut, mosaic floral motifs studded with crystals in various hues. It is now on display in 7 For All Mankind's Shin Kong Place store till February 21.
In Shanghai, another legendary American denim brand LEE held a gala show in the new landmark "Happiness Dock" on Monday.
Supermodel Pei Bei led a group of models to present the latest spring/summer collection. Divided in four categories, key pieces include classic checked shirts and hoodies for men, and clean cut, light blue denim dresses and flare leg jeans for women.
What she bought were no ordinary denims but jeans by 7 For All Mankind, the "premium denim brand" favored by Hollywood celebrities such as Angelina Jolie, Blake Lively, Cameron Diaz and Ben Affleck. The cheapest pair in the store costs 2,280 yuan (US$334).
When 7 For All Mankind opened its first retail store on the Chinese mainland last year, demand was so great it swiftly expanded to six cities with six free standing stores, and plans another nine this year.
Impressed by the growth, the brand recently held a grand party in Beijing's 798 Art Zone, celebrating its brilliant start in China as well as launching its 2010 spring/summer collection.
Taiwanese supermodel Lin Chiling joined another 14 models to present a collection defined by innovative washing techniques, a mixed use of fabrics and subtle details.
For women, the key pieces included "second skin" stretchy, skinny jeans available in a range of colors, loosely fitting jeans featuring patches adorned with glittering crystals and sequins and shorts with exposed pocket bags.
For men, the brand has introduced updated details such as triple-needle stitching, embroidered rivets and reversed belt loop, and trendy new colors including wasabi green, Fiji blue and coral.
Two one-of-a-kind jeans were created to commemorate the event. One was the Chiling edition worn by supermodel Lin and based on the brand's classic "Gwenevere" line which is slim at the hips and fitted through the leg. Inspired by formal tuxedoes, the designers have added countless red Swarovski crystals on both sides of the jeans.
At the show's finale, Lin appeared on stage with other 14 models forming a straight line behind her. A giant banner dropped down to chest height to hide the models removing their blouses. As the banner rose, they turned their backs to reveal 14 large letters that formed 7 For All Mankind.
The other one-of-a-kind, the Beijing edition, was based on the low rise, flare leg "Rocker" line, decorated with laser-cut, mosaic floral motifs studded with crystals in various hues. It is now on display in 7 For All Mankind's Shin Kong Place store till February 21.
In Shanghai, another legendary American denim brand LEE held a gala show in the new landmark "Happiness Dock" on Monday.
Supermodel Pei Bei led a group of models to present the latest spring/summer collection. Divided in four categories, key pieces include classic checked shirts and hoodies for men, and clean cut, light blue denim dresses and flare leg jeans for women.
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