It must be noted that many of the brands presenting under Tube already have their own international presence, but opted to show at Shanghai Fashion Week this year to back the country’s revival and for their own convenience. A significant part of a handful of shows was notable collaborations with global brands. For Shie Lyu, who founded her brand in New York before moving back to China, this came in the form of a partnership with British designer Stella McCartney. While Lyu centred her theme around ‘Land Mermaids’, seen in fishtail inspired detailings, her idea to transform suit fabrics came from her creative corporation with McCartney, through which the duo have exchanged a set of their own designs for the other to freely modify. Like McCartney, Lyu also adheres to the concept of sustainability using her own zero-waste production technology. Her values were also present through support from Japan’s Ultrasuede, an artificial substitute for suede leather, which allowed her to use materials that are made to endure.
Sunday, April 9, 2023
China’s showrooms prepare for international come back
China’s luxury market took a hit in 2022, ending a five-year run of growth in the region as it faced the aftermath of lengthy lockdowns and heightened Covid-19 measures. However, as 2023 progresses, it appears the sector is once again on its way up, as brands and retailers cautiously emerge from confinement and begin to reinvent themselves for both the domestic and global industry. This is according to Bain & Company, which forecasted that China was expected to see positive conditions already return before the end of Q1 this year.
This optimism is something that showrooms in China are beginning to latch on to, as displayed in a slew of fashion industry events that have resurged after three years. Marketing agency Dia Creative Communications is one of those relying on the growing anticipation of the year ahead. The company once again took to the fashion season with the launch of its Tube Showroom concept, a project it initially debuted in 2015 that looks to showcase and promote young designers by connecting them with a wider network of brands, media and sales channels – contrasting the traditional function of a showroom.
