YAYING Launches 2020 Couture Collection

BEIJING,Nov. 6,2019 -- YAYING launches its 2020 haute couture collection in its debut solo fashion show. Set against the backdrop of central Beijing,on the rooftop of the Mandarin Oriental Wangfujing and overlooking The Forbidden City,the show is a testament to the grandeur of the brand's vision and the global relevance of its exquisite Chinese culture in picturesque fashion.

YAYING Launches 2020 Couture Collection

This season,Chen Xi,YAYING's creative director,draws inspiration from The Forbidden City as a tribute to the finest of Chinese aesthetics and craftsmanship,and a celebration of The Forbidden City's 600th anniversary next year,whilst focusing on the private collection of Chinese fans housed in the palace's museum,which are the epitome of Chinese culture with a long heritage. Themed "Chinese Fans (Hua Shan)",the show aims to break boundaries,renew tradition and shape the present.

You can spot the motifs of Chinese fans throughout Chen Xi's collection,from geometric tailoring and structures that allude to ceremonial fans used by the royal family to symbolize their majesty,to precise hand-pleating techniques that resemble the three-dimensional texture of traditional folding fans. Past,present and future come together in this show,characterizing the modern woman who embraces traditional culture with passion,verve and individuality.

These artistic handworks are put together by YAYING's very own artisanal workshop,underpinned by their utmost respect for time as they allow traditional Chinese aesthetics to evolve with their imagination of modernism and exquisite craftsmanship,such as a white suit adorned with 'Ruyi' clouds,and river and cliffs patterned embroideries and beadings that required over 351 hours to sew by hand; and a stunning black evening gown decorated with 1032 small hand-pleated fans that required over 205 hours to put together.

30 years,a Chinese home-grown brand growing from strength to strength

Chinese fashion continues to be buoyed by the increasing popularity and attention given to Chinese culture. The Group celebrated its 30th anniversary last year,and has grown from a small garment factory founded in 1988 into a modern fashion group today,with more than 5000 employees,owning and operating multiple luxury fashion brands and retailers.

In 2016,the Group reinvented its main brand EP YAYING,launching a dual-brand development strategy: "The World's EP,China's YAYING"; EP offers contemporary international fashion styles; YAYING traces back its Chinese roots,and focuses on deep exploration of China's traditional culture,aesthetics,fashion and craftsmanship for the modern women with exquisite Chinese cultural identity.

YAYING Launches 2020 Couture Collection

Today,EP YAYING is present in more than 210 cities with over 500 high-quality stores across China and Malaysia. In 2020,EP YAYING will continue its international expansion into the US and Australian markets.

As a key initiative of its social responsibility,the Group is building its very own "HWA Fashion & Arts Centre",with a total area of 15,000 square meters housing diverse fashion,arts and cultural spaces that will be opened to the public to foster increasing international cultural and artistic exchanges.

Looking forward to the next 30 years,Zhang Hwaming,Chairman of EP YAYING Fashion Group,shares: "We will continue to cultivate a higher degree of cultural self-confidence,rooted in Eastern culture with a global perspective. The Chinese believes in harmony and the world is home to all. We will continue to create more value for our customers and contribute to the great rejuvenation of Chinese culture in the global fashion industry."

Photo - /20191106/2634259-1-a?lang=0

Photo - /20191106/2634259-1-b?lang=0