2017 autumn and winter Shenzhen Fashion Week la danum Adena Women's Show Preview

In 2010, when vice president of Mathenino Fashion Group and creative director Huang Yichun decided to create La Danum Women's Clothing, she had only one idea: to complete her dream of clothing. “The top dresses in the world have a high unit price and a limited size. Chinese women with taste and queen style can really only pass by clothes made with the world’s top fabrics? Can we have a self? The brand, with the world's top fabrics, is tailor-made and can provide the most intimate after-sales service?”

In Huang Yichun's opinion, the top garments are not far from life. Daily wear, business wear, light gowns, parties, gowns... Women can show good taste in any scene of life. The top garments are based on the particularity of raw materials. Therefore, the fabrics used by La Danum come from the top two Swiss brands to the international first-line brands such as CHANEL, MARC JACOBS, and VIVIENNE WESTWOOD. JAKOB SCHLAEPFER, a century-old fabric manufacturer FORSTER ROHNER AG. In order to do the next season's clothing, it is often to book fabrics half a year in advance. "Those special materials - scales, lace, silk, jacquard, embroidered, water-soluble embroidery, etc. are all artificially produced."

Since 2006, Martino Fashion Group has set up a development studio in Milan, Italy. La Danum's design team has always been recruited for the world's top designers. Huang Yichun revealed that La Danum has just introduced a high-level custom designer named “Ghost Talent” – Lebanese designer Mikael D. This designer’s most familiar work for Chinese consumers is when Kunling married Jay Chou. The heart-shaped backless wedding dress about 400,000 yuan.

In China, it is destined to enter the high-definition field with great courage. In the past seven years, La Danum has always insisted on taking the high-end route and experienced many difficult processes in the early stages. "It is not easy to be a Chinese-style Chanel brand, but I must insist on doing it well." What makes Ms. Huang Yichun pleased is that only three years after the founding of La Danum, she clearly felt that China’s acceptance of this fashion attitude towards advanced customization. “Now Chinese women with taste are more and more bold about fashion.”

Q&A

Dialogue guests

Huang Yichun Vice President and Creative Director, Fashion Group, Ma Tian Nu

1. La Danum big show to be played early in Shenzhen Fashion Week ahead of time?

Huang Yichun: This time the theme we presented was named "Frozen Wonderland." 30 sets of ready-to-wear garments will be showcased, each aimed at high-end guest customization, creating a luxury dream in a magical and magical fairyland.

The show will use high-definition fabrics in Europe, such as the beautiful and delicate French lace, with silk onion jacquard fabrics, laser cutting and then patching up afterwards, is the breakthrough of the traditional new creative technology and artistic dream presentation. The production of these high-grade fabrics in Switzerland will take six months. We have started booking since last September and a garment will take about three months to complete.

In the 17 autumn and winter series, we will create the protagonist of La Danum goddess, pay more attention to the fineness of detail and express the restrained ornateness. Contrast to the previous Adena, the use of light-colored fresh color increases, breaking the heavy feelings of the winter, through the stitching techniques of different materials, so that the silhouette is elegant and three-dimensional, creating a mysterious dream and unique momentum Queen temperament.

2, combined with the design of this season to predict the next autumn and winter trends?

Huang Yichun: La Danum is positioned as an independent woman who is successful for 35-45 year olds, has good taste, and regularly attends various important occasions. Women of this age are no longer constrained by traditional and conservative styles, and the pursuit of fashion is bolder. My feeling is that now the trend of the entire market is toward the development of youthfulness. The popular focus of this year's autumn and winter will also focus on the keywords of cents, vitality, and gas.

3. What are the next plans for La Danum?

Huang Yichun: As mentioned above, La Danum's design team has introduced "Miracle Designer" Mikael D this year. His famous work in China is the wedding dress worn by Kun Ling and Jay Chou. The future of La Danum will come soon. His designs are exhibited and we will launch La Danum by Mikael D's co-branded haute couture and bridal collections.

4. What's your comment on this Shenzhen Fashion Week?

Huang Yichun: Can participate in Shenzhen Fashion Week and represent the brand's position in the industry. The fashion week shows the masterpieces of the brand. It is the best expression of brand strength, positioning and market influence. I hope to see more amazing and lively works then and I wish this week's fashion week a complete success.

Show Preview

2017.03.23 20:00 Thursday

Overseas Chinese Town Happy Coast Coconut Grove Beach Hall A