Fashion Icons Visit Shanghai for YOHOOD 2017

The event also saw the debut of new winter and fall collections and limited editions from various brands, along with eye-catching fashion performances led by Ashin, Jolin Tsai, JJ Lin and Chris Lee. The opening ceremony also featured fashion interactions, markets, culture forums, art exhibitions and delicious food. 

During the opening ceremony, YOHO! announced the overall upgrade of the brand and unveiled its newly redesigned logo. Designed by famous world-class American street artist Futura, the handmade logo gives people a "street" impression and emphasizes the fashion elements of YOHO! The brand new design, which sets a new tone for the brand, exemplifies freedom and wildness, and makes people feel the live energy flowing behind YOHO! 

YOHO! also launced the one-month long prelude for the New Trends in Stock Festival. The 100,000 new products online ignited the September fashion season, and gradually built up to the best carnival in the Chinese fashion world.

As one of the top fashion events in the world, the brand lineup at YOHOOD could not be underestimated. This is the fifth year for YOHOOD, so with solid status and influence, YOHOOD had many "friends" that came by to support. There were more than 150 brands at the event.

With the gradual maturing of Chinese fashion market, YOHOOD's international influence is rising as the opening ceremony for the New Trends in Stock Festival. This year, the brand lineup included Stussy, HUMAN MADE, IH NOM UH NIT, MARNI, RIPNDIP, UNDERCOVER and more. 

It was RIPNDIP's first time coming to China, so the brand brought its limited editions that were only sold in the United States. International avant-garde buyer stores such as GR8 and SMETS also set up pop up shops in YOHOOD, bringing 424, Vetements and many other popular fashion brands to the event.

Fashion icon and brand owner JJ Lin also announced some big news at YOHOOD regarding the cooperation between his personal brand SMG and YOHO! The two companies will partner to take advantage of their unique resources, and bring more innovations into their products and cooperations.

It's no longer a secret that one can always run into famous people at YOHOOD. This year, many celebrities showed up at the event, including the chief creative director of YOHOOD, NIGO, famous American street artist Futura and international superstar and fashion leader Pharrell Williams. 

Last year, NIGO acted as a private photographer for all the fashion people. This year, NIGO designed his own domain "NIGO® & Friends." He not only brought his own brand HUMANMADE, but also set up a pop up store with Kojiharu, former member of AKB48. 

Meanwhile, trendsetters listened to what world-class artist Futura had to say about youth culture, got special gifts at the live event, and also watched Futura paint closely while getting a taste of the special charisma of pop art. Pharrell Williams and Futura showed up together at the NIGO® & Friends area and interacted closely with the audience, causing zealous response from the fans.

This year, Mayday also showed up during the event to surprise the audience. The song Almost Famous, which won an award for Best Lyrics, was named as the theme for the YOHO! corporation, and the new MV starring Jackson from TFboys lit up the whole audience.

If YOHOOD is the trendsetters' offline party of the year, then "The New Trends in Stock Festival" is the online party for fashion shoppers around the world.

Now that the event has entered its fifth year, the show+exhibit buying model is getting more and more mature and the mix of online and offline events are being accepted by more brands. Trendsetters no longer only have to watch online -- they can walk into the fashion environment themselves and feel the atmosphere in the real world.

Buyers around the world can now access brands like Vans, Converse, Adidas Originals, NIKE, STUSSY, RIPNDIP LA, FUTURA X YOHO!, Undercover, Human made, Madness, STAYREAL, OAMC, Public School, GCDS, and R13 through the official website (www.YOHOBUY.COM) or the app. The dream of buying world fashion brands at home has finally come true.

SOURCE YOHOOD

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