MILAN, Sep 24 (Class Editori) - Italy and China once again celebrate their fashion liaison at Fashion Shenzhen. After the success achieved in the past editions, the event has returned to Milan to bring all the creativity of its district in the spotlight. Shenzhen is considered the first in the country for women's clothing with a pool of 2,000 companies, 95% of which are owned brands, which employ a total of 300,000 employees and over 20,000 designers.
Here, the business of fashion achieved 30.7 billion euros in 2018, of which 8.6 from export. The initiative, included in the Cnmi (National Chamber of Italian Fashion) agenda, was made possible thanks to the support of Sgia-Shenzhen Garment industry association, a non-profit organization founded in 1988 and managed by companies operating in the textile and fashion industry sectors of Shenzhen.
“Our association, founded back in 1988, is a platform for promoting our brands. Until 30 years ago in China there were no famous fashion brands so we decided to found this association to make up for this lack. Thanks to the support of our Government, we have managed to grow and to introduce our company and our brands in China and in the world,” explained Shen Yongfang, president of Sgia. “We can now say that 99% of the country's brands and designers are in Shenzhen. This success was possible thanks to the efforts of everyone, of our association, of the Chinese Government and of the designers” added Shen.
The event was held on September, 22 in the spaces of the Società del Giardino, a few steps from the Duomo. The show turned the spotlight on the spring-summer 2020 collections of the four brands of Yinger fashion group - Insun, Psalter, Song of Song and Yiner, and Ellassay, a brand of Shenzhen Ellassay fashion co ltd. The Distin Kidny brand also walked down the catwalk for the first time in Milan. Instead, a new generation of 20 young designers presented key looks of their own style.
These include Rosew, Mascot, Guyan, Denghao, Fishing, Muse Marry, Odbo, Iro Paris and many others. “Personally, I love Chinese culture,” affirmed the Ceo of Distin Kidny to MF Fashion (Class Editori group). “We have a history of more than 5,000 years and therefore our culture is very deep. And I wanted my clothes to carry these values.”
“In this collection there is a dress we worked on for two months because it was entirely handmade,” explained Xiaobin Distin, “I am here today to communicate through my fashion the beauty of our culture to everyone. I wish Italians could appreciate it. I made clothes that could also be worn in everyday life. I hope that in the future there will be other collaborations between China and Italy given that we love Italian fashion”.
Shenzhen is currently at the center of a great cultural and stylistic ferment: located near Hong Kong, it is one of the areas where the fashion industry has the most fruitful territory, but also the most advanced economic and technological region in China. After winning the City Design Award in 2008 awarded by UNESCO, the city launched its fashion week in 2015 with over 200 brands and designers, to then organize a fashion week each year, thanks to an international platform that promotes design and communication between Chinese and global fashion.
Shenzhen also organizes the FashionSZshow, a major event in the Asia-Pacific region, which takes place every year in July. During the initiative, the president of Sgia reaffirmed the importance of the relationship between Milan and China, which next year will celebrate ten years of cooperation. “Today's event represents an integration between two cultures, that of Milan and Shenzhen, but actually the two cities have already been collaborating for ten years. The stylists from Milan went to Shenzhen and now most of them have become directors of Chinese companies dedicated to fashion” said Shen Yongfang, “instead we came to Milan to learn about Italian fashion and to learn how to manage a company or an association. And in this regard I think that Italian fashion is the first in the world”.
The event was also attended by Xuan Zheng, deputy general director of the Information Technology Bureau of Shenzhen, who underlined how crucial young talent is for the fashion industry. Moreover, he explained how the Chinese government is preparing new regulations to support the sector and stylists. “In Shenzhen stylists are all young and we want to support them to give voice to their creativity,” said Xuan Zheng.
“Our Government has fully supported this association and I think we will soon adopt a new policy to support this field. Our goal is to succeed in making Chinese brands and stylists more international. Milan fashion week is a very important event and we are here to learn something. And to succeed in promoting our brands. In the future we would like to have more collaborations with Italian stylists and we would also like to be able to find more talents in China. Thus our relations can become more deep and lasting,” he concluded. (All Rights Reserved)
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