SHANGHAI — Chinese designer brands Helen Lee and Particle Fever designed capsule collections with a “Fitness x Fashion” theme in collaboration with The Woolmark Co. and department store Lane Crawford.
The collections, along with an accompanying campaign fronted by model He Sui, were launched at a Saturday night event at Shanghai’s Lane Crawford store in the shopping street Huaihai Road.
Prior to the event Helen Lee, whose brand has been a mainstay of China’s fashion scene for a decade and was one of the first Chinese labels picked up by Lane Crawford, told WWD that over the past two years young Chinese consumers have been seeking more balance by taking up an active lifestyle and now need the clothes to match.
“In China, people weren’t that into sport, but lately it’s become more popular for people to look for this kind of lifestyle,” she said.
“It’s mainly young people and people caring about their health. Especially in the urban environment, people work really hard and they want to get out and have a better balance in their life.”
It’s a trend that has also been noticed by Lane Crawford, with chief brand officer Joanna Gunn optimistic about the future of the category among Chinese consumers.
“With the trend of well-being and active lifestyle, ath-leisure is one of our fastest growth categories in China, and I believe it will continue to grow. Much of this is associated with the evolving lifestyle and wanting to not just look good but feel good at the same time,” Gunn said, adding that partnering with Chinese designers for the capsule made sense as this category of brands is also seeing growth.
“We have been seeing popular demand from our customers for Chinese brands. With many talents developing locally as well as internationally, this is a new generation of designers which we will continue to grow and expand.”
Lee’s contributions to the capsule collection utilize merino wool and include a series of T-shirts and tights in a black and yellow color scheme, alongside hooded sweatshirts embroidered with fierce-looking rabbits — the latter being a long-term brand signifier for her main line.