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Local brands work to stitch up the market
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Bossini's new collection introduces the renowned smiley icon back in the 1960s.

Local fast fashion brands are making big efforts to compete with their international counterparts by generating new ideas, launching new lines and working with new partners.

ME&CITY recently launched "Limited-Unlimited" (pictured right), a new line of limited edition fashion pieces for both men and women. The first collection, available in the brand's select stores around China from this month, is inspired by traditional architectural workers' gear on the theme of "urban industrialization."

The collection features a classic dark palette of black, grey and navy blue, and a mixture of different fabrics including silk, cotton, leather, knitwear and chiffon. Each piece from the collection can be easily mix-and-matched with other items to create a decadent, androgynous look. ME&CITY will also launch its Beijing flagship store this month. It is said that supermodel Agyness Deyn, who appears on the brand's autumn/winter 2009 campaign brochure, will attend the ceremony with either Orlando Bloom or Sarah Jessica Parker.

Hong Kong-based fashion brand Bossini also launched the "be happy" campaign this month, introducing its new brand ambassador, Hong Kong actress Cherrie Ying.

It has collaborated with Smiley World, the international brand which introduced the renowned smiley icon back in the 1960s, to launch a limited edition collection of T-shirts featuring various emoticons, priced at only 99 yuan (US$14.5) each.

Ying suggests wearing the T-shirt over the top of a long-sleeved T-shirt to create a trendy double layered look.

(Shanghai Daily September 14, 2009)

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