New York Fashion Week JNBY Show: Finding Self in Refusing to Be Defined

Chinese fashion consumers are no strangers to the independent designer brand Jiangnan Cloth. The brand has achieved great success in China with its modern, energetic, interesting and coherent aesthetics. The Group's revenue in FY 2018 reached RMB 2.86 billion, a year-on-year increase of 22.8%. At the press conference of Tmall China Day on the previous day, Liu Xiuyun, head of Tmall's fashion, said that JNBY's Tmall store sales have reached 100 million yuan.

The success of JNBY lies in the persistence of the brand's "Just Naturally Be Yourself" spirit of life. At the launch of the New York Fashion Week Tmall China Day, the brand displayed this view well in front of American consumers. The finale of Maye Musk accelerated the transmission of this information.

The name of the new series is "no limit unlimited". “The ever-increasing way of information dissemination is constantly changing our lives and our view of the world, and it also affects our creation.” Brand Zhu, the chief financial officer of the brand, told BoF before: “This series, we use easy Ways to reproduce, blur the scenes of life, show the diversity of lifestyles, express our attitude towards the present and the future; cross the age and gender, break the rules and “be defined”, from art to clothing to life, have a wider The margins and form."

On the show floor, a black-and-white print top with oriental Zen is paired with a confusing jeans-length suit trousers, a jewel-printed colorful robes and a Heg Cong black dress. Lazy sweaters, large blazers and cool lightweight tannins are ideal for everyday wear. The color of the whole series, carbon black, light gray, green, indigo, clove, and white are all JNBY signs, familiar.

Interestingly, many models don't wear high heels, but wear a knitted sneaker like a ninja shoe that looks very comfortable. Perhaps this is a sign of awakening women's self-awareness.