Mytheresa debuts China Designer Program capsules
Mytheresa has debuted its China Designer Program on Tuesday, championing a new generation of Chinese fashion designers and showcasing the works of four rising talents - Susan Fang, Didu, Jacques Wei and Xu Zhi.
The launch marks the first sight of the China Designer Program by the publicly quoted luxury e-commerce platform, which first announced the project back in November. All four of these capsule collections in this 360-degree initiative were designed exclusively for Mytheresa.
The quartet were chosen from a distinguished jury that included Ye Ming Zi, CEO of Guoye Culture, Spiritual Artist, founder of Phi Digital Art and Mytheresa brand ambassador; Chuxuan Feng, editor-in-chief of Huasheng Media Group; stylist and fashion KOL, Fil Xiao Bai; and Tiffany Hsu, fashion buying director at Mytheresa.
Mytheresa, which floated on the New York stock market, called on T Magazine China to produce the shoot of the capsules, which was photographed by Liang Zi and features models Ci Ci Xiang and Emma Bei Pei.
Besides reaching the e-commerce marque’s two million followers, the quartet will also enjoy visibility through an exclusive media partnership with T Magazine China, KOL activations and a special event to celebrate the launch in Shanghai on April 18.
“We are excited to feature the creativity and beauty of Chinese designers through the launch of the China Designer Program by Mytheresa and to give these talented designers access to our global audience and platform,” said Michael Kliger, CEO of Mytheresa, in a release.
Added Tiffany Hsu: “It has been a true pleasure and honor to work so closely together with these highly talented designers and to collaborate with them on every step of the way from initial ideas and sketches to actual finished products. We are delighted to now present them and their vision to our global Mytheresa customer base and to see these beautiful designer capsules come to life within a beautiful campaign featuring Ci Ci Xiang and Emma Bei Pei.”
The capsules vary considerably, from Susan Fang's Chinese heritage vision, featuring skillful use of gauze and dyed material, seen in hand folded garments with three-dimensional prints, to Didu’s Georgia O’Keeffe inspired hyper-sized florals in a capsule entitled - Desert Insomnia.
While Jacques Wei concentrates on rebellious 90’s muses with butterfly, floral motifs and prints and bold circular cut-outs on the chest, while Xu Zhi jumbles up rough edges, flying feathers and hand-woven embroidery in an ode to the wanderer aesthetic of the hippy culture.
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