Chi­nese lin­gerie brand makes global mar­ket de­but at Lon­don Fash­ionWeek

China Daily (USA) - - BUSINESS - By XIN­HUA in Lon­don

Chi­nese lin­gerie brand AtoG Lin­gerie, in col­lab­o­ra­tion with An­nder­stand, launched on Sun­day four lux­ury cus­tom-made un­der­gar­ments at Fash­ion Scout dur­ing Lon­don Fash­ion Week, be­com­ing China’s first un­der­wear brand to ap­pear at in­ter­na­tional fash­ion shows twice in one year.

The lat­est works by de­signer Yu Ge have a sense of fu­sion, beauty and unique­ness in cut­ting-edge style. She has pre­vi­ously worked as a ready-to-wear buyer for lux­ury brands such as Louis Vuit­ton and Gucci in their re­tail and mer­chan­dis­ing de­part­ments.

Fash­ion Scout, the in­ter­na­tional show­case for fash­ion pi­o­neers, is the United King­dom’s largest in­de­pen­dent show­case for emerg­ing and es­tab­lished de­sign tal­ent dur­ing Lon­don Fash­ion Week.

Many tal­ented de­sign­ers made their ca­reers by pre­sent­ing their brands at Fash­ion Scout, in­clud­ing Peter Pilotto and David Koma. Along­side Bri­tish de­sign­ers, it also pro­vides a plat­form for in­ter­na­tional de­sign­ers such as Yu to demon­strate their tal­ents.

Fash­ion Scout Di­rec­tor Mar­tyn Roberts said he had wit­nessed many good works by Chi­nese de­sign­ers dur­ing these years. He said he be­lieves that AtoG’s un­der­gar­ments are very unique and cre­ative, show­ing a new level of Chi­nese de­sign.

AtoG is a lead­ing tai­lor-made lin­gerie brand founded by Zhou Yingy­ing from China. In Fe­bru­ary, AtoG launched five cus­tom­made lux­ury un­der­gar­ments with Vivienne Hu dur­ing 2016 New York Fash­ion Week, be­com­ing China’s first lin­gerie brand that par­tic­i­pates in the “Big Four” fash­ion weeks.

Zhou said that she brought AtoG to Lon­don Fash­ion Week to let the world know the creativ­ity of Chi­nese de­sign.

She hoped that AtoG Lin­gerie would mark a rev­o­lu­tion­ary progress in the tra­di­tional un­der­gar­ment mak­ing in­dus­try by re­al­iz­ing its “cus­tom-made line with vol­ume pro­duc­tion ca­pac­ity” pat­tern.

AtoG’s pi­o­neer con­cept “match­ing un­der­wear like match­ing glasses” aims to be a pro­fes­sional breast stew­ard by mak­ing the most suit­able bras, and cre­at­ing a one-stop breast care ser­vice through com­bin­ing cus­tom­ized un­der­gar­ments with pro­fes­sional breast care, she said.

Lon­don Fash­ion Week is a cloth­ing trade show held in Lon­don twice each year, in Fe­bru­ary and Septem­ber. It is one of the “Big Four” fash­ion weeks, along with those of theNewYork, Mi­lan and Paris.

HAN YAN / XIN­HUA

Mod­els present AtoG Lin­gerie, lux­ury cus­tom-made un­der­gar­ments, at the Fash­ion Scout dur­ing the Lon­don Fash­ion Week on Sun­day. AtoG is a lead­ing tai­lor­made lin­gerie brand founded by Zhou Yingy­ing from China.

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