Third Season New York Fashion Week China Day: Bringing local youth culture to the international

The third season of "New York Fashion Week China Day" (hereinafter referred to as "China Day") will be held on February 13, 2019, New York time. This season, "China Day" featured "YOUTH MADE CHINA" as the theme brand, PEACEBIRD MEN, the representative brand of contemporary Chinese youth culture, and NPC, the first fashion brand integration store in China, to board New York Fashion Week. This is after the two seasons of "Tmall China Day" organized by SunTent Fashion (Suntchi) and the American Fashion Designers Association (CFDA) and Alibaba's Tmall on February 7 and September 10, 2018. Once assembled, boarded New York Fashion Week.

Third Season New York Fashion Week China Day | Source: The other party provides

The third season of "Youth Made China", "China Day", will participate in this season's fashion week with two Chinese fashion brands PEACEBIRD MEN and NPC. Centrino and BoF exclusively shared that this season's "China Day" will also open a "Nordstrom Celebrates China Day" special unit in the US's prestigious fashion chain department store Nordstrom, for a week of retail display (February 11 to 17), deepen The exchanges between Chinese and American designers, brands and buyers will broaden the understanding of Chinese brands in the US market, help Chinese brands achieve commercial presence in the North American market, and provide more opportunities for the next step in cross-border and cooperation in retail terminals.

"China Day" began in February 2018. The first season of "China Day" brought Li Ning, PEACEBIRD, CHENPENG and CLOT, four different styles of brands, collectively appeared in New York Fashion Week in the name of "National Day", attracting 800 The attention of the international industry authorities and more than 300 international top media has won the exposure of the international media of 1.5 billion, and the discussion of more than 20 million domestic microblog topics. In September of the same year, "China Day" participated in New York Women's Week, with JNBY, Particle Fever and Angel Chen, through the design perspective to tell "the power of contemporary Chinese women", so it received more than 100 media and large reports at home and abroad, Baidu The short-term search volume with Google reached 2.4 million and 12.6 million, respectively, and the “China Day” WeChat search index increased by 1155.32%.

The brands that have been assembled on “China Day” have also achieved commercial breakthroughs in the international market. The Li Ning brand has taken a hot search on social media through “China Day” and has become the representative of “New Country”; CHENPENG's global retail channels have doubled from the original 40 to more than 80, and the increase of North American retailers has exceeded Half of the famous artist Wang Ju in the Role Fever show became a perfect interpretation of women's self-confidence and strength; JNBY's WeChat index increased by 1137.03% in the same period; the second season, the "National Goddess" sweater with Laoganma cross-border cooperation, not only From the national sentiment of the domestic public, it further shows the infinite possibilities of fashion cross-border.

CTE President and CEO STEVEN KOLB said, “The theme of 'Youth Culture' is perfect for this season's “China Day.” We are pleased to show you these outstanding brands that represent the current Chinese youth culture.”

“This season is the Lunar New Year. We chose 'Youth Made China' as the theme to focus on 'Chinese Youth'. We hope that through this season, “China Day” will enable media and retailers in the North American market to learn more about contemporary Chinese design and Chinese youth. Presenting the most authentic and diverse Chinese youth culture to the world.” Centa Tao, founder and CEO of Centrino Fashion, said, “Every season, “China Day” allows the United States to understand different aspects of Chinese fashion, which is what we hope to achieve.”

The theme of "Chinese Youth" has been chosen at the right time. It has not only become a symbol of cultural self-confidence, but also a huge consumer group that can influence the fashion industry and mainstream culture. According to statistics, China's post-90s and post-00 population bases exceeded 378 million people, and the current post-95s and post-95s youth groups have become the new force in the consumer market, accounting for 34% of all consumer groups in China. They present an unprecedented multifaceted look, while “Youth Made China” attempts to raise young people’s perceptual cognition of the trend to a higher dimension. "We want the North American market to see the face and culture of this most powerful Chinese millennial and Z generation."

This season's "China Day", PEACEBIRD MEN will come to New York with the story of the "Taiping Youth" they represent. "As a national brand, I hope that Taiping Bird will be able to emerge in the international fashion arena in the future, and at the same time accumulate experience in expanding overseas markets." Zhang Jiangping, chairman of Taiping Bird Fashion Co., Ltd. said. “What we are most looking forward to is that Chinese fashion design can be discovered and recognized in the context of global dialogue. The openness of young people and the pursuit of dreams can be expressed.” Wang Mingfeng, general manager of PEACEBIRD MEN, hopes that this show can express The young people are open and inclusive. "The world is flat. There is no time difference in the transmission of information. Therefore, we integrate into the global culture with an open spirit different from the predecessors. We are willing to understand others and we hope that through our efforts. Others understand us."

It is reported that PEACEBIRD MEN's 19A/W series will cooperate with artists Trevor Andrew and Reilly to launch a cooperation with Sesame Street. Previously, the cross-border of PEACEBIRD MEN and Coca-Cola, Disney and other brands also proved that this local brand from Ningbo has already tempered the international brand thinking.

NPC is the theme of "Nothing Great Comes Easy, Travel to Sky", paying tribute to the 50th anniversary of human landing on the moon, and conveying the brand's hardship and persistence over the past decade. “Helping young people turn ideas into products and realize their dreams” is our unchanging initial heart and mission. 2019 is the 10th anniversary of the founding of NPC, and it is also the decade in which NPCs accompany and witness the development of China. NPC, rooted in China's local trend culture, will continue to work hard to promote Chinese traditional culture combined with a new generation of young design forces," said NPC brand principals Li Chen and Pan Yibo.

NPC brand manager Li Chen and Pan Yibai | Source: The other party provides

In this series, NPC has teamed up with local original fashion brands from all over the country, including PHANTACi, ANB BRAND, the MAD HATcher and UMAMIISM to launch a joint series to interpret the development of Chinese trend culture in the decade.

In addition to the new series of two major brands and the release of several joint-name models, this season's "Eggs" section is specially invited to participate in the "China Youth" representative of "China Youth." "We want to invite not the stars and bloggers in the traditional sense, but the coolest group of people who can represent the young people in China. They have surpassed the fashion industry's pursuit of the trend, and let us see China today. A strong young force.” Fang Tao said, “The value of “China Day” is not limited to pushing Chinese design brands overseas. We hope to see this more openly and go beyond the release of the show itself to create more value points. Let China and the United States carry out the exchange of fashion business culture." Fang Tao finally said.