Juicy Couture uses menswear brand’s staff only for its first Chinese collaboration

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LONDON – Juicy Couture tapped contemporary menswear brand Staffonly and their designer duo Shimo Zhou and Une Yea for their first collaboration with a Chinese brand.

The duo founded the brand in London, shortly after graduating from London College of Fashion and the Royal College of Art, making a name for themselves with their tongue-in-cheek conceptions of consumerism and identity aimed at audiences in the world. men’s clothes. They have already collaborated with the Japanese brand Onitsuka Tiger for its 70th anniversary.

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But don’t expect the usual questioning of the masculinity the London and Shanghai-based label is known for. This hookup is a retro-American collection of tracksuits, jeweled mini skirts and down jackets in saccharine tones, which was revealed on September 24 and was immediately available in stores. The prices were at the designer level – 3,880 renminbi, or $ 450, for a tracksuit and 6,880 renminbi, or $ 1,065, for a pink and chocolate brown quilted coat.

“[Juicy Couture] is a brand that potentially impacts people through sensation, [so we started] combining existing experiences and imagination, ”said Zhou, whose mental image of the 1970s California lifestyle from films, literature and video games became the basis of the collaboration’s retro aesthetic, including its communication campaign.

According to Carol Chen, co-managing director of Semir Group, which holds the Juicy Couture license for Greater China, this is all about “witty and relaxed aesthetic design.” [and] unique experimental spirit ”, applied to the“ inspirations of everyday life ”which sealed the deal. Chen added that “[their] generation of independent Chinese designers has a good international outlook and at the same time understands the needs of Chinese consumers.

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