Editor's note: China's first luxury menswear brand “Society†was launched, and “Society†was divided into four series: a beam, suit series; two open China, tunic series; three return, leisure series; four love LOVE, hand-knit sweater series.
China National Garment Co., Ltd. announced in Beijing recently that it is building China's first luxury menswear brand. The custom brand is called "Society." The name "social club" abroad is the Italian "SORGERE", meaning "rising sun."
Francesco Fiordell, the chief designer of "Society", is the current design director of Zegna Asia and the head of various cooperation projects of the Italian Fashion Association in China.
Francesco is very interested in Chinese culture. Until now, he has lived in China for six years and is very interested in Tang poetry and jade. He believes that China has emerged as a world factory image ten years ago. With the development of the market, China now has the strength to make its own brand. Chinese culture is profound and profound, especially the use of color in architecture and national costumes is characterized by strong contrast, brilliance, and exclusivity, and is totally different from Western aesthetics.
Francesco told reporters that the brand “Society†is very luxurious and expresses Italy’s romantic and classic lifestyle, but it will not be a replica of Zegna. It will feel very international and retain Chinese elements inside. For example, China's unique collar, embroidery, will appear in the design details.
The most important thing is that the improvement of quality and fabrics is very significant. This is the biggest difference from other international and domestic brands. The brand will select the world's finest Australian ultra-fine wool and China's Inner Mongolia Albace white cashmere known as the “fiber diamond†as raw materials. It will complete processing of hundreds of manual processes in a 100-year-old factory in Italy. Fabrics used in Japan, China mainly do two things brand and marketing. In the evening, Zeng Yingjie, managing director of China Garment Co., Ltd., dressed in a grand Chinese red silk embroidery evening dress, introduced: “In June this year, 'Societe Generale' will go to Paris to participate in Haute Couture Fashion Week. Build China's own brand based on the advanced style of men's advanced customization."
A set of custom-made "social" suits, the general price of 30,000 to 80,000, cheaper than the foreign big-name custom price half. Yingjie Ying introduced, "Society" divided into four series: a beam, suit series; two open China, tunic series; three return, leisure series; four love LOVE, hand-knit sweater series.
Francesco also believes that at present, the biggest problem for many Chinese clothing companies is that they need to pay attention to design and respect personalized things; on the other hand, they attach importance to professional managers. Enterprises must have a long-term vision of international development. In the international men's wear market, the proportion of consumption for formal and casual wear is 6:4. It can be expected that in the next five years, the high-end customized market for men's wear in China will increase from the current 40% to 50%.
China National Garment Co., Ltd. announced in Beijing recently that it is building China's first luxury menswear brand. The custom brand is called "Society." The name "social club" abroad is the Italian "SORGERE", meaning "rising sun."
Francesco Fiordell, the chief designer of "Society", is the current design director of Zegna Asia and the head of various cooperation projects of the Italian Fashion Association in China.
Francesco is very interested in Chinese culture. Until now, he has lived in China for six years and is very interested in Tang poetry and jade. He believes that China has emerged as a world factory image ten years ago. With the development of the market, China now has the strength to make its own brand. Chinese culture is profound and profound, especially the use of color in architecture and national costumes is characterized by strong contrast, brilliance, and exclusivity, and is totally different from Western aesthetics.
Francesco told reporters that the brand “Society†is very luxurious and expresses Italy’s romantic and classic lifestyle, but it will not be a replica of Zegna. It will feel very international and retain Chinese elements inside. For example, China's unique collar, embroidery, will appear in the design details.
The most important thing is that the improvement of quality and fabrics is very significant. This is the biggest difference from other international and domestic brands. The brand will select the world's finest Australian ultra-fine wool and China's Inner Mongolia Albace white cashmere known as the “fiber diamond†as raw materials. It will complete processing of hundreds of manual processes in a 100-year-old factory in Italy. Fabrics used in Japan, China mainly do two things brand and marketing. In the evening, Zeng Yingjie, managing director of China Garment Co., Ltd., dressed in a grand Chinese red silk embroidery evening dress, introduced: “In June this year, 'Societe Generale' will go to Paris to participate in Haute Couture Fashion Week. Build China's own brand based on the advanced style of men's advanced customization."
A set of custom-made "social" suits, the general price of 30,000 to 80,000, cheaper than the foreign big-name custom price half. Yingjie Ying introduced, "Society" divided into four series: a beam, suit series; two open China, tunic series; three return, leisure series; four love LOVE, hand-knit sweater series.
Francesco also believes that at present, the biggest problem for many Chinese clothing companies is that they need to pay attention to design and respect personalized things; on the other hand, they attach importance to professional managers. Enterprises must have a long-term vision of international development. In the international men's wear market, the proportion of consumption for formal and casual wear is 6:4. It can be expected that in the next five years, the high-end customized market for men's wear in China will increase from the current 40% to 50%.
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