After a model presenting a new design featuring bold Chinese characters “China Li-Ning” at the 2018 New York Fashion Week, the namesake brand founded by the world-class athlete with 106 gold medals in 1990 became popular worldwide.
As the Chinese leader in athletic apparel and footwear, Li-Ning showed a reinterpretation of Chinese design, catching eyes by redesigning Chinese red-and-yellow Olympic uniforms and noticeable logo of “China Li-Ning” in the fashion world.
After its first launching internationally at New York Fashion Week, Li-Ning turned to the French fashion capital to continue its global push, with its latest gym suit and sportswear honoring the 90s.
A model presented a new design by Li-Ning during the 2019 S/S Paris Fashion Week, June 21, 2018.
A T-shirt with a portrait poster of Li Ning became the best seller of Li-Ning, after the famous American model Bella Hadid wearing the T-shirt, accessorized with large silver hoop earrings and tiny sunglasses.
American model Bella Hadid stepped out wearing the T-shirt.
The collection centering on the theme “travel,” explores three dimensions: the city, the country, and the journey between the two. Chen Lijie, the brand’s chief apparel designer, said his designs was inspired by traditional Chinese philosophy: Man is an integral part of nature.
CITY | 城市
JOURNEY | 旅程
NATURE | 自然
While still focusing on sportswear with iconic logo of “China Li-Ning,” Li-Ning’s latest collection also features laudable outdoor clothing, multi-pocket design, fluorescent and earth tone colors, which makes a big hit on the street. At the same time, Li-Ning pays tribute to China’s most magnificent national parks such as Zhangjiajie in Hunan Province and the Yellow Mountain in Anhui Province, by rendering their images as bold graphics on T-shirts and sweaters, with strong touch of Chinese landscape painting.
The collection offered up a solid eighties-inspired sportswear/streetwear vibe that successfully blended true athletic references with retro graphics that worked best in tracksuits with colorful paneling. A similar sensibility was applied to the tailored pieces, which were updated with back drawstrings on navy pinstriped jackets that served to create great visually appealing waist effects. But the highlight came in oversized utility anoraks and parkas that projected a street hiker look and gave the athletic message a cool globe-trotting direction.
The new decoration featuring Chinese landscape painting on the sleeves of the outdoor clothings together with the logo, may become the new visual label of Li-Ning outdoors.
Chinese actress Kan Qingzi wears the new collection of Li-Ning 2019FW.
The first launching of Li-Ning at New York Fashion Week was a part of “NYFW: China Day,”which was originally established by Chinese e-commerce giant Tmall. Besides the success of Li-Ning, Chinese brands Peacebird and Bosideng have also won a public praise overseas after their being presented at NYFW.
“We are seeing a dramatic rise in creativity in China,” said Jessica Liu, president of Tmall Fashion and Luxury. “While China used to look to the West for the latest in fashion and design, we are seeing the phenomenon of ‘China Cool,’ as young creators incorporate authentic and traditional Chinese elements into their designs, setting major fashion trends in China.”
Qingdao Beer × NPC hoodie showed on the “China Day” at the 2019F/W NYFW, February 14, 2019.
Laoganma sweatshirt and Yunnan Baiyao hoodie showed on the “China Day” at the 2019S/S NYFW, September 10, 2018.
As one of the leaders of Chinese fashion, Bosideng delivered its new brand massage on the second China Day at NYFW last September. Although advertised “sold over 72 countries”, it was a real debut of Bosideng internationally.
Lots of Hollywood stars were invited for the show of Bosideng. Hollywood actress Anne Hathaway, wearing Bosideng’s new collection featuring the long silver garment splashed of purple and white blossoms, sat in the front row of the fashion show with her husband Adam Shulman. Hollywood actor Jeremy Renner sat on her other side.
Anne Hathaway was spotted donning a floral, down feather garment as she appeared at the event.
The new collection of Bosideng presented at NYFW broke the stereotype of the brand, which was only for middle-aged and elderly Chinese people. A new haute down jacket for outdoor was launched last November. The jacket priced over 2000 yuan used the world’s top fabric GORE-TEX. The new jacket is reviewed by many Chinese fashion critics as more valuable than Canada Goose, which is also known for its feather jacket, generally sold at over 10,000 yuan. The Chinese haute down jacket has now been the favorite of many fashion icons.
Chinese Olympic champion Yangyang and fashion icon Han Huohuo in Bosideng haute down jacket for outdoor
Chinese brand, Peacebird, showcased their heavily charcoal-toned Fall/Winter collection at this year’s NYFW as a part of the China Day, one year after its oversea debut. Sesame Street’s characters has been printed on the T-shirts and sweaters on the show, after its successful collection collaborated with iconic American brand Coca-Cola last year. The co-branded line has sparked a flurry of street snaps on instagram.
“Peacebird’s fascination with youth culture as its main inspiration may have been the reasoning behind introducing the nonspecific Sesame Street’s character Oscar and Elmo on a T-shirt. It also may have been why nearly all the models were wearing identical black slim sunglasses, or a hat to cover their faces. Not to mention the Made in China statement, a precedent to a new and evolving country. Overall, Peacebird proved why it’s one of the fastest growing fashion brands in China and the potential for it to become one elsewhere too.”
——vman.com, a fashion website featuring men’s clothing
Looks from NYFW18 Peacebird show
Peacebird Men x Cocacola
A fashion trend led by Chinese brands, known as guochao started unexpectedly last year. Many Chinese young people turned back to original Chinese sportswear brands like Li-Ning, instead of Supreme and Champion, two powerful athletic brands from US. The millennials are the loyal followers of these Chinese brands, with brand new look featuring the oversize cutting and bold Chinese characters on T-shirts. Many of them post their look on instagram, tagging themselves “guochao youth.”
Zhang Xincheng, a Chinese actor born in 1995, wearing Li-Ning
The first 500 pairs of Li-Ning Men NYFW Wade Essence II Basketball Culture Shoes priced at US$150 were sold out within seconds on Tmall last June, so did the 1500 pairs launched by the brand days later. That demonstrated the vigor of Chinese brands, once stereotyped as “old, cheap and flat.”
More Chinese time-honored brands have been involved in the trend of guochao. Two Shanghai time-honored brands, White Rabbit (a Chinese candy brand established in 1959 known for its creamy candy) and maxam (a beauty brand created in 1962 known for producing the first hand cream in China), launched a joint product last September, named “White Rabbit candy-flavored lip balm,” which was sold out within seconds.
“Everything has to be good on an international level and only then will we be able to stand proudly and say ‘this is Chinese made,’”said the fashion designer Edison Chen at the US-China Entrepreneurship and Leadership Development Forum. Chen is the founder of CLOT, a clothing company geared toward youth culture.
买国货、用国货、晒国货，已经成为 “ 国潮青年 ” 的一种新的日常生活方式。
2017年 9 月 30 日，陈冠希在纽约大学的一场演讲在朋友圈里刷屏。他的一席话积极地为 “ 中国制造 ” 正名。
With more Chinese clothing brands appearing the big four fashion weeks, the image of “made in China” starts to be interpreted in a new light.
中国品牌的崛起也让”Made in China” 不再是终端制造业的代名词，而是有中国态度和特色设计的新网红。“国潮”正在积极地通过四大时装周的平台接轨世界潮流，带来全新的海外中国热潮。