Nice New York Islanders Surround Shirt
Ten-year-old label Staff Only will show on 7 April, after Shanghai Fashion Week, to align with the release of a large-scale Ugg collaboration, now in its fifth edition. It’s also part of the brand’s plan to diversify revenues beyond clothing. “The market has been very challenging, so we’ve tried to make some adjustments to our business [model],” says Cheng. The Ugg collaboration stretches far beyond product, and increasingly Staff Only works with international brands on campaign conception, events, set design and more. “We were inspired by our partners. We started working with them on things like store design and talent [suggestions] and realised we have more [to give].” While there were fewer new names on schedule this season versus previous seasons, fledgling brand Yayi showed for the third time for AW25. And designer Joyce Bao, based between New York and Shanghai, was a highlight from the Lab showroom, creating delicate, whimsical pieces with an East meets West feel.Nice New York Islanders Surround Shirt
As Shanghai slowly regains its strength, perhaps next season we can look forward to a growing roster of brands, and a richer show schedule alongside the strong showrooms. As Chinese fashion spending slowly recovers, organisers hope the tide will continue to turn. For influencer and entrepreneur Emily Oberg, they would probably look a lot like her newest venture, Sensual Sport, a sexual wellness brand that launched last month with a vibrator, lubricant and mouth spray. All three items come in minimal, discreet packaging, with advertisements inspired by Irving Penn still lifes and vintage copies of French adult-entertainment magazine Lui. “The visual identity of the brand is luxury and highbrow,” says Oberg. “It feels and looks expensive, and the products reflect that as well. I feel women, like me, who want the products they buy to have this sentiment, will want to buy Sensual Sport.”
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