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EXCLUSIVE:H&M Teams Up with Angel Chen on First China Designer Capsule – WWD

SHANGHAI — H&M is bringing its designer collaboration initiatives to China, and designer Angel Chen has created a 45-piece capsule with the retailer’s design staff. The gathering is because of hit shops in September.

This marks the primary time H&M has labored with a Chinese language design expertise in pursuit of producing buzz among the many native vogue neighborhood, in addition to tapping into the younger, fashion-minded, prosperous and well-traveled Chinese language talking client for the reason that assortment is not going to solely be out there in China each on-line and in shops but additionally in international locations with dense Chinese language populations, similar to Singapore, Malaysia, Philippines and Canada.

Magnus Olsson, nation supervisor of H&M Larger China, mentioned, “The style trade is present process a change, and customers are continually altering. We all the time aspire to create vogue that gives our native prospects one thing new, delivering an excellent steadiness between vogue fundamentals, present vogue and the very newest tendencies. Subsequently, we’re experimenting with varied methods in numerous markets all over the world to convey excellent design and merchandise to native customers.

“Angel Chen is a pioneer Chinese designer brand with its colorful approach to fashion coupled with the brand’s core concept of fusion of Eastern and Western aesthetics,” Olsson mentioned, including that she “is one of the brightest young talents in China and we are very excited for this collaboration. We hope to arouse more public attention to the Chinese young designers’ creativity and influence within the Chinese as well as international fashion industries.”

The capsule is a abstract of Chen’s best hits, as her designs are sometimes worn by native artists and celebrities. She can be thought of a star designer in China. The model has greater than 60 stockists worldwide, together with Lane Crawford, Luisa through Roma and Selfridges, and is planning to open its first retailer.

The Central Saint Martins-trained designer mentioned the H&M assortment relies on the spirit of Chinese language martial arts, generally generally known as Fung Fu. Parts similar to a pine tree, bamboo, dragon and crane which have a powerful affiliation with Chinese language tradition embellish the colourful and easy-to-wear parka, hoodie and T-shirts, retailing from 59 renminbi to 1,490 renminbi, or $8.58 to $216.57.

“When I was designing the capsule, my priority was to reflect Chinese culture and my brand identity in a meaningful way, sell through became secondary,” Chen mentioned. “I chose some iconic looks from my archive, and gave it an update in colorway, material and details. For example, we used 100 percent recycled nylon mesh fabric to construct my bodysuit, and that came out of a discussion I had with H&M on how to integrate sustainability into my brand.”

China is the fourth-largest marketplace for H&M with 460 shops in Mainland China, as of June. The native market’s preferences have performed a key function in making any enterprise selections for the reason that retailer entered the Chinese language market in 2007.

Olsson mentioned “we have been curating a Chinese New Year collection specially designed for Greater China market for six consecutive years to showcase our commitment to the Greater China and also Asian markets. We have also launched Asia-inspired collections since 2016 and Asia exclusive lingerie since 2018 to cater to the local market.”

He additionally added that H&M will launch & Different Tales on Alibaba’s Tmall in China this coming fall.

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