International Brands Make Their Debut in Liangma River, Beijing

By That's Beijing, August 7, 2023

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"Own Your Style" International Fashion Show Held in Chaoyang District

Collaboration between Chinese and Foreign Brands and Schools

On the evening of July 27, under the dazzling lights of Liangma River International Riverside, "Own Your Style" international fashion show brought a visual and auditory feast to the audience. Renowned international brands, Shahar Avnet, Kawayan, Noritamy, and Shenkar College, made their first appearance in China and marked the debut of their series of products. This debut allowed the audience to immerse themselves in the vibrancy and innovation of Chaoyang district of Beijing, known as the "most dynamic and innovative international fashion city."

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The international brands' debut added more charm to the fashion landmark. As night fell, Liangma River International Riverside sparkled with lights, and violinists played beautiful melodies on a boat at Yansha Pier, flowing like an ancient canal with deep cultural connotations. Soon after, 15 models walked gracefully on the Friendship Bridge, wearing international fashion designs, synchronizing their steps with the music, allowing the audience to experience the vibrant energy of fashion in Chaoyang in an immersive way.

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The fashion show presented 50 sets of garments from three international designer brands - Shahar Avnet, Kawayan, Noritamy, along with a fashion college - Shenkar College. Shahar Avnet, one of Beyoncé's designers, focuses on wedding and evening dress designs, with each collection telling a story from the designer's life. Kawayan draws inspiration from Eastern elements like bamboo, emphasizing excellent fabrics, original hand-printing, and bamboo-shaped designs. Noritamy is a jewelry brand with architectural and sculptural aesthetics, co-created by two like-minded designers with distinct professional backgrounds. Shenkar College is one of the world's top fashion schools, and a great number of internationally renowned designers graduated from Shenkar College, including former Lanvin artistic directors.

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These brands brought a diverse and captivating range of designs to the "Own Your Style" fashion show, contributing to the vibrant fashion atmosphere in Chaoyang District.

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"This event provides a proactive platform for these international brands to enter Chaoyang District," explained a representative from the Cultural and Tourism Bureau of Chaoyang District. During the event coordination process, they learned that these internationally renowned brands wished to open their first stores in Chaoyang District. Hence, they specially invited representatives from Sanlitun Taikooli, Solana, SKP, and other related areas to witness the fashion show, build bridges for future collaborations, and boost the generation of new consumption dynamics in Chaoyang District.

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The venue of the event, Liangma River International Riverside, gathers cultural and fashion resources and exudes an international atmosphere. It serves as a fashion and cultural landmark in Chaoyang, a "golden name card" for international tourism and consumption in the capital, a model for the revitalization of waterways leading urban renewal, a model for the integration of cultural, tourism, and consumption development, and a model for the high-quality development of the capital. Liangma River connects three major commercial districts: Sanlitun, Yansha, and Solana. The economic drive brought by "first store, first brand, first show, and first release" along this stretch has led to adjustments and upgrades in the commercial district structure and brand types, attracting a large number of consumers and igniting regional economic vitality, creating an important waterside commercial belt in the northeast part of Beijing. With 400 brands occupying a nighttime business area of 120,000 square meters, it has created an immersive and experiential "night economy" cultural and tourism consumption IP, attracting more "new economy" and "hard technology" ventures.

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"Through 'Fashion+' empowerment, we will further invigorate Liangma River International Riverside, create distinctive fashion brand cultural events, stimulate night consumption in Chaoyang and ignite Beijing's night economy, and support the construction of Chaoyang as an international consumption center," said the representative from the Cultural and Tourism Bureau of Chaoyang District. Chaoyang District will continue to hold a more diverse range of fashion shows and exhibition activities, create a variety of fashion consumption scenarios, spread fashion concepts, establish fashion brands, stimulate fashion consumption, and strive to build a new height of fashion culture, a new base for the fashion industry, a new frontier for fashion consumption, and a new domain for fashionable living. It aims to comprehensively construct the most dynamic and innovative international "fashion city."

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Collaboration between the District and Schools Deepens, Jointly Creating the "Fashion City"

Outstanding graduates from the Central Conservatory of Music gracefully sailed on Liangma River, playing violin music to set the romantic atmosphere for the evening and kick off the fashion show. Students from the Beijing Institute of Fashion Technology and professional models formed a modeling team, presenting international brand fashions with a professional demeanor, taking the event to its climax.

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This fashion show is another innovative attempt to deepen strategic cooperation between Chaoyang District and the contracted institutions. During the event, Chaoyang District joined hands with the Beijing Institute of Fashion Technology and the Central Conservatory of Music to stage a "Fashion + Music" fashion show at Liangma River International Riverside, integrating fashion, international elements, culture, and tourism. The blend of charming youth, beautiful music, and cool runway combined with the scenic night view of the riverside added more charm to Chaoyang's fashion appeal and international flair.

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Chaoyang District is not only an economically strong region but also a cultural hub, gathering a large number of well-known art universities, over 80 famous art performance groups, and over a hundred cultural and creative parks, nurturing various forms of fashion culture. In recent years, leveraging its regional advantages, Chaoyang District has been bold in innovation, continuously gathering various fashion and art talents, building fashion and art brands, and integrating fashion and art into people's daily lives. In 2021, Chaoyang District and the Beijing Institute of Fashion Technology signed a strategic cooperation framework agreement, reaching the "Chaoyang Consensus" on "fashion empowering high-quality development." In April 2023, Chaoyang District signed strategic cooperation framework agreements with six institutions including the Communication University of China, the Central Conservatory of Music, China Conservatory of Music, Beijing Film Academy, National Centre for the Performing Arts, and the Oriental Performing Arts Group, aiming to promote the integrated development of cultural tourism industries, jointly build the "Fashion City," and advance Beijing's construction as a global fashion consumption center. Since June of this year, Chaoyang District, together with these six institutions, has been continuously holding the "Artful Night - Glowing Chaoyang: Chaoyang 2023 Liangma River Art Night" series of micro performances, bringing art and fashion into the lives of the public and continuously enhancing the quality of nightlife in Chaoyang.

In the future, Chaoyang District will strengthen deep collaboration with contracted institutions, continue to gather innovative forces, promote the transformation and upgrading of the cultural tourism industry with solid foundations and profound accumulation, accelerate the improvement of Chaoyang's "Fashion City" urban quality, better meet the new expectations of the people for a beautiful spiritual and cultural life, and better serve the high-quality development of the region.


[All images provided to That's]

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