On 10th January, LABELHOOD, a Chinese concept store and incubator for Chinese fashion designers, unveiled its first menswear space, and also kicked off a range of initiatives for the Chinese New Year.
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Located at Julu Road in Shanghai, LABELHOOD MEN’s carries established men’s favourites like Feng Chen Wang, Xander Zhou, and Private Policy, alongside other domestic street style names. A LABELHOOD X Converse Water-Tiger limited edition collection is also available in the store during the festive season.
LABELHOOD also opened LABELHOOD BOX, a pop-up event space set to become the “New Year’s goods store”, delivering Spring Festival couplets, red pockets, stickers and other New Year items.
This year, LABELHOOD takes Chinese customs as inspiration and invites photographer Xian Tou Nv to shoot its lookbook. Continuing the project “LABELHOOD Family Portrait” launched in 2021, LABELHOOD invites customers to bring their relatives and friends to take a family portrait from 10th January to 23rd January.
In addition to this brand activation, LABELHOOD, together with designer brands THE FLOCKS, M ESSENTIAL, SAMUEL GUÌ YANG, and creative studio CONTINEW STUDIO, launched a series of Lunar New Year collaborations.
The exclusive co-branded products include THE FLOCKS hand-knitted sweater with tiger pattern; bracelet series of gold ornaments with hand-knitting craftsmanship. Fusing modern and classic style, M ESSENTIAL and SAMUEL GUÌ YANG launch collaboration series products of the down vest and retro Chinese jacket respectively. The millennium necklace and hairpin of LABELHOOD x CONTINEW by TysGrocery, infuses youthful memories.
Founded in 2009 by Tasha Liu, LABELHOOD is a platform for emerging designers in China. It aims to connect creative designers with young Chinese customers. Since its inception, LABELHOOD has witnessed the birth and growth of 95 percent of Chinese designers, and has built long-term and close partnership with them. LABELHOOD provides holistic services for brands, from fashion show to brand operations, and approaches consumers through omni-channel stores including both online and offline. In addition to its flagship store in Shanghai, LABELHOOD opened its first store outside Shanghai, in Shenzhen, in December 2021.
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Established in 2016 and as part of the Shanghai Fashion Week, LABELHOOD’s Avant-garde Fashion & Art Festival aims to discover new Chinese design talents, showcasing the Chinese design through catwalks, shows, exhibitions and other fashion release. It has become a major window for the global fashion world to take a peek at avant-garde fashion in China.