H&M and Shanghai Fashion Week reveal the full campaign images and lookbook for the collaboration with GARÇON BY GARÇON
World renowned fashion retailer H&M has announced its upcoming in-depth collaboration with Shanghai Fashion Week. The parties will launch together a new collaborative collection with independent Chinese designer brand GARÇON BY GARÇON, featuring womenswear, menswear, unisex apparel and accessories pieces for fall and winter. Themed with “Le Soleil”, the concept of the collection - “Sun” refers to the source of all things in the natural world and continuing GARÇON BY GARÇON’s fascination with the classical cultural inspirations of ancient Greece and Persia from the 5th century BC, the collection blends medieval mythological elements with traditional Eastern aesthetics to create a poetic, romantic, and fascinating brand image. This collaboration collection will be launched on 10 October and will be available at HM.COM.CN, H&M T-Mall Flagship store, and in selected stores of Greater China.
The designer of GARÇON BY GARÇON continues to use the natural colors they specialize in to create a scene of imaginary — layered, warm, and rich earth tones are dominant and surrounded by flaming red, sky blue, and berry purple to present a pure and brilliant state of mind. The collection showcases GARÇON BY GARÇON’s iconic elements: The pomegranate, the fruit that symbolizes the sun, is the main motif, weaving in and out of the classic arch totem and telling a faraway mythological story; while the light of the sun totem dances as it unfurls, conveying a warm and comfortable lifestyle and attitude. In addition, the vibrant sun totem embroidery leaps out of the colored surfaces and spreads its cheerful spirit with the earth tone color blocking featuring a unique aged texture that traces the ancient charm that is passed down through color.
The collection reimagines traditional womenswear and menswear fashion, creating unisex apparel for those who embrace a carefree and nature-inspired style. Using selected fabrics and tailored designs that feature versatile silhouettes and vibrant details, this collection focuses on timelessness and creates a unique sense of casualness. By skillfully integrating workwear elements into the collection, it creates an urban outfit with a sense of inclusiveness and storytelling. Soft T-shirts and jackets are accented with triangle and shell stitching to offer a playful touch of simplicity; Indigo denim pieces are laser-embossed with the brand’s classic arches, featuring a modern take on a classic element; The jacquard shirtdress, playful balloon skirt, and a variety of workwear-inspired pants with sleek lines present a playful urban experience. Three mules of different styles along with light and casual crossbody patchwork bags in different materials highlight the overall look. A mix of vintage style and fun colors offer inspiration in the new season.
“We’re beyond excited to finally show this collection with everyone. We’ve stayed true to GARÇON BY GARÇON's unique design language and brand spirit, offering a styling experience full of fun and energy. The sun in my heart is of dazzling colors and outlining with colorful strips, hovering in the sky into autumn; the pomegranate symbolizes the sun, bringing softness into the outfits. I hope these stories could bring inspirations and companionship to people’s daily life, opening up new possibilities for their wardrobes,”
says Dayun Tang, Founder and Creative Director of GARÇON BY GARÇON.
“We’re thrilled to launch this collection. As one of the most talked-about Chinese designer brands, GARÇON BY GARÇON has truly showcased its iconic design vision and emotional depth in this collection. We’re confident these creative, forward-thinking pieces will resonate with fashion lovers. We also hope this collaboration will shine a spotlight on the creativity and impact young Chinese designers are making, not only in China but on the global fashion scene,”
says Andreas Löwenstam, Head of H&M China Design Hub.
“Nurturing new talents is important to H&M, with over 300 in-house designers itself. Unleashing creativity and giving a larger platform to designers such as GARÇON BY GARÇON is what H&M has always been about in all of our great collaborations,”
says Ann-Sofie Johansson, Creative Advisor and Head of H&M Womenswear.
About GARÇON BY GARÇON
GARÇON BY GARÇON was established in 2017. Founded by Dayun Tang, the brand comes from curiosity about the unknown world and always being young at heart. Chinese and Western cultural inspiration stories and handscroll painting techniques demonstrate the uniqueness of GARÇON BY GARÇON brand. Dayun Tang was graduated from Studio Berçot in Paris, France, majoring in Fashion Design.