The 90-year-old Disney classic character Mickey will enter the Chinese fashion scene.
On the first day of the 2018 Shanghai Fashion Week in autumn and winter, Disney released a series of fashion works in cooperation with Chinese cutting-edge local designers in Shanghai Xintiandi, including 15 designers including Wang Haizheng, Ban Xiaoxue, CJ Yao, and Han Ling.
Although these 15 sets of works are all based on the theme of "Mickey's origins from the true classics", they are of different styles: bright yellow-brown down jackets, while others have added softer elements such as lotus leaves on the skirts. But you can find Mickey's shadow - red shorts and white gloves, bright colors, and Mickey's signature round ears.
“We will take the initiative to explore and tap into some of the cutting-edge Chinese fashion forces,†said Ouyang Dedong, vice president of Disney’s North Asia Region, who told reporters on the interface. “It's like a creative interaction between the two parties.†Disney provides each designer with three different themes including the classic Mickey. Designers are free to choose and design according to personal style.
15 look of “Mickey’s classics come trueâ€
CHEN PENG
CJYao
BAN XIAOXUE
This is not Disney's first appearance at Shanghai Fashion Week. As early as 2016, Disney had brought Minnie to Shanghai Fashion Week, and together with four local designers launched a Minnie-themed fashion and hosted a Mini Minnie show in the restaurant.
Earlier they also worked with HELEN LEE and Zhou Xiangyu to launch Mickey and Star Wars themed fashion. Globally, this well-known mouse has long been associated with many big names, including Marc Jacobs, Dolce & Gabana and other brands, as well as fast clothes such as Uniqlo and Forever 21.
However, in China, the significance of this co-branding is even more significant. In addition to the 90th anniversary of the birth of Mitch, this is the first time Disney has taken the Shanghai Fashion Week catwalk with this scale. In line with Fashion Week theme, Disney launched the Mickey “Shanghai†series also officially launched, including many “grounded gas†products. Dressed up as an old Shanghai appearance, Mickey Minnie appeared on the packaging of Liushen Dew Water and Wufangzhai Dumplings Gift Boxes. It's very special.
Opening Ceremony
2016 Minnie's Shanghai Fashion Week Joint Name
More localized interpretations and more appealing to young people's tastes are the future direction of Disney in China.
"Approximately 90% of Disney China's merchandise is designed and produced with local partners," said Ouyang Dedong. At the launch event of Disney China in September last year, they released many products with Chinese characteristics, including Mickey's pocket watch, 28 bicycles, and Star Wars themed mahogany furniture.
Disney's localized design was previously validated in Japan as a very effective marketing strategy. In order to break into the Japanese market, Disney has also introduced products that conform to local customs, such as the annual lunch, and is popular with local consumers. According to the reporter of the interface, the proportion of Disney Japanese consumer products designed by Japanese local teams is about 85% to 90%. Ouyang Dedong once revealed to the interface reporter that China's product design team now has more than 40 people, and its scale is nearly twice that of the Japanese design team.
Making brands more fashionable is also what Disney China is doing. Last year we reported that Disney opened its second store in Taikoo Hui, Shanghai, and launched a fashion bag series in conjunction with the opening of the new store. From the aspect of color matching and design, these bags are for women aged 20 to 30 years old. They are not too abrupt on the back of the office workers and are no longer the traditional fairy tale girls.
Mickey and Minnie are 90 years old this year - Disney is making them young through different styles of brand names. Before that, they even turned Mickey into a rap artist wearing a big gold chain and carrying a radio on his shoulder. He tried to attract young people who love street culture. “Mickey is a wild fashion starâ€, Ouyang Dedong told the interface reporter. There is nothing impossible.
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