GALALAND is a new professional social dress release platform for Shanghai Fashion Week. It is also a major breakthrough in the creation of Shanghai Fashion Week after the release of original design brand, pioneer fashion release platform, international brand release and children's wear. With the improvement of people's living standards, the demand for modern urban people's matching of various social occasions has increased. Shanghai Fashion Week has captured this trend. After more than a year of careful planning, it launched the GALALAND social dress release platform. Through this platform, I hope to gather high-end dress design brands that can be used in various social occasions at home and abroad, bringing new release and beautiful show experience, and excavating the high-quality life behind the Chinese clothes. The deeper meaning of the way.

This season's Shanghai Fashion Week's new professional social dress release platform, GALALAND, has been held at the Lujiazui Riverside Financial City Shipyard Exhibition Center from October 19th to 21st. The three-day presentation includes: SHINE MODA, THE ATELIER, WANG FENG 9 releases including MOVOUS COUTURE, QUEEN'S PALACE, RACHEL LAI, INESL | Nai, YING CHOI and Moon White Chinese Wedding Dress Upholstery.

On the afternoon of October 21st, the high-end wedding dress custom brand moon white and the jewellery accessory brand Tianbao Longfeng, which is rooted in Shanghai and has nearly a hundred years of history, work together to present a colorful show. Moon White Chinese Wedding Dress is the first domestic custom designer brand dedicated to traditional Chinese wedding dresses. The moon-white Chinese wedding dress follows the novel design concept of nostalgia and old-fashioned. It combines the oriental plane cutting with the western three-dimensional cutting and carries out innovative design. The new concept is in line with the concept of Tianbao Longfeng. It is worth mentioning that Tianbao Longfeng has teamed up with the designer Italian jewelry designer Bea Bongiasca, Qiaoge jewelry design studio and designer Mandy Jin in this collaboration series, especially with Bea Bongiasca. It is the integration of the cultural heritage of local brands with nearly 100 years of history and international integration, inheritance and innovation. It breaks the ban on traditional design of jewelry accessories, and hopes to attract more young consumers from the brand image and positioning.


Independent designer of Italian jewelry accessories, Chairman of Tianbao Longfeng, Creative Director of Moon White Brand (from left to right)

Q : Tianbao Longfeng person in charge: The cooperation between Tianbao Longfeng and BEA BONGIASCA has created a milestone in the cooperation between veteran local brands and international designers. Why does Tianbao Longfeng choose to cooperate with this international designer? What are your expectations for the performance of the series in the Chinese market?

A: This is a two-way choice. First of all, we are also honored that Tianbao Longfeng can cooperate with an excellent jewelry designer from Italy such as BEA. The Tianbao Longfeng is a nearly 900-year-old Shanghai jewelry accessory brand. We hope that while inheriting our brand heritage, we can develop this old brand into an international brand that is also very attractive to today's young consumers. The new product is very cool. This time, we have already accepted the buyer's order during the MODE exhibition of Shanghai Fashion Week. We also cooperated with the show of the moon white. We are very excited and have information about this. We will also choose some different channels to promote this series of products. Young people are definitely our main target customers. The feedback from these people will be better. The price of the products is not too expensive, especially considering the use of them. The materials and series of pictures will also be very beautiful. The gathering effect during the Shanghai Fashion Week will also increase the attention and heat of the products, and will also add points to the market's achievements.

Q : BEA BONGIASCA: Tell us about the concept of your cooperation with Tianbao Longfeng. What are the unique design points in the process? How is the culture of Tianbao Longfeng combined?

A: I think the cooperation process is very successful. I don't understand Chinese. It is very difficult to read and write Chinese characters. Because I have no connection with these words, I understand them in a more objective way, such as their shape. , lines, general structure, like the lines worn on the body. Of course, these words also have their own meanings. The words we choose have some good meanings, such as "happy", "good luck", "day", "love" and so on. As a foreigner, it is very interesting for me to have this opportunity to get in touch with this project. These words make it easy to understand the meaning behind it. Although it is not my mother culture, Chinese culture is a very interesting part of me, so I have this passion to create and present Chinese culture to the form of jewelry. I have been in Shanghai for 3 months. This is an international city. Tianbao Longfeng is a very old Shanghai brand. In the cooperation series, I used a combination of different materials such as black gold, rose gold, and colored stones. It is a bit like imitating the neon lights of Shanghai city. I especially like the design of the word "天", which will be the key product of this series. This is my favorite and satisfied design. The sense of graphic design is very strong in this series, and at the same time there are different sparks and manifestations. This is an organic combination of tradition and contemporary.

November 03, 2018