LONDON, July 31, 2012 /PRNewswire-Asia/ -- 2012's summer sporting season is attracting great attention. The British Government especially selected July 27th as "China Business Day". As an important part of "China Business Day", Eve Group held a fashion show themed on "harmony" and presented Chinese culture to the world at the outdoor garden of the UK business mansion Lancaster House. Meanwhile, champion athletes from China, business leaders and renowned artists will jointly interpret the charm of Chinese fashion. This is another time when Chinese brands will take the opportunity and international platform of an international sporting event to expand brand awareness, enhance international influence and spread the value of Chinese culture to the world much like in Beijing in 2008.
Promote "harmony" culture to the world
Eve Group joined hands with Wang Chaoge, the core director of the opening ceremonies in Beijing to innovate and present the four parts of seed and land, water and sunshine, fruit and harvest and everything included, for the interpretation of "harmony" in a unique fashion, symbolizing harmony and coexistence of man and nature, life and all things, and expressing people's awe for nature and life.
In the "key" fashion design, the designers adopted the rounded contour of traditional Chinese attire on the shoulder and such positions, ensuring the overall effect of stiffness and implying the traditional Chinese culture of round externally and square internally. The designers selected traditional Chinese landscape, flower and bird paintings in the patterns to highlight the flavor of Chinese culture in the details. The fabrics are mostly cotton and hemp; the opaque cortex, transparent yarn and other materials have been combined creatively to highlight the theme of "harmony".
It is worth mentioning that there are raw materials procured by designers in Europe, hand-woven products of woolen factories that can be traced back to the Victorian age, and buttons carved with ancient Chinese jade. The manufacturing process combines the Chinese traditional manual way and modern technologies, grafts the traditional civilization to contemporary life, and achieves a perfect integration of the Oriental and Western worlds in apparel.
In addition, the details of the entire fashion show are full of the great accumulation of China's 5,000-year civilization history. The T-terrace has soil and water with special significance as basic elements. The soil came from Zhoukoudian, Beijing, China, the birthplace of human civilization, the fertile land revealing the origin and charm of Chinese culture; the water came from the source of life -- the Brahmaputra, which links the past and the future of life on the land of China.
The Eve Group fashion show has relied on the special moment and atmosphere in London, and the harmonious interpretation of men and apparel overcame geographical and national restrictions, and laid a platform for Chinese and Western cultures to meet and create a harmonious picture of the world.
Creative design wins attention of the world
The fashion show site Lancaster House has been a long-term venue for the summit of the British Foreign and Commonwealth Office. It is the first time for the British Government to open the site to a Chinese brand, which demonstrates the recognition of Chinese brands by the British Government. As one of the representatives of Chinese creativity, Eve Group is looking forward to showing the fashion attitude of China with fashion as a carrier and culture as the content.
In fact, in as early as February of this year, Eve Group attended the opening show of the London Fashion Week upon the invitation of the People's Republic of China Embassy in London and the London Fashion Week Organizing Committee, and attracted high attention from domestic and international fashion industry and media, taking a solid step to "go out".
Europe and the United States and other Western countries have always been dominant in the fashion industry, China and even the Asian cultures are at a disadvantage. Chinese culture needs to go out; Chinese enterprises should show the power of their original design to the world, and fully show the active role of China in promoting global civilization through the international common language of fashion.
The occasion of the summer sporting season in London is a good opportunity for Chinese companies to commence a dialogue in the Chinese cultural context. Eve Group will rely on the unique creativity and superb technologies of China, concentrate the culture of harmony in the products as carriers, and convey the thinking and exploration of Chinese people for life aesthetics. Eve Group has always been exploring and thinking about how to probe into Chinese culture, creatively use new carriers or carry out recreation, and make sure the Western world will first be attracted to, and then accept and recognize Chinese culture.
Build international high-end fashion brand
At present, many Chinese enterprises, especially private enterprises are actively involved in creative industries, and gradually deploy the strategy of "going out", trying innovative ways for Chinese culture to "go out" in related fields, and strive to achieve the change from "Made in China" to "Created in China".
From "Made in China" to "Created in China", Chinese brands have carried not only the products, but also the brand understanding and innovation of Chinese culture. Chinese brands have gradually developed and become the main force to promote Chinese culture to "go out", and present to the world their own value with the unique creativity of themselves.
The purpose for the strategy of "going out" is to disseminate Chinese culture and to create opportunities for Chinese private enterprises to build internationalized Chinese brands. At present, many internationally famous enterprises have utilized the global common language of sports fashion, taken advantage of the great influence of international sporting events and successfully achieved improvement of the corporate brand and quality. For example, in 1964, Japan's "Sony", "Seiko" and other national brands became world famous; in 1988, "Samsung" and "Hyundai" started on the path of internationalization; and in 2008, Lenovo and other Chinese brands showed the charm of Chinese enterprises, and expressed the desire of China to build a beautiful and harmonious world together with the international community.
Eve Group is once again showing their brand value to the world and conveying their corporate development philosophy of "culture, innovation, creativity, and originality" in every detail. In future, Eve Group will continue to create products and brands with Chinese style that are acceptable to the world, and demonstrate the power of Chinese original design to the world.
Note: For the latest developments and snapshots of Eve Group in London, please keep an eye on Eve Group's official microblog page: http://e.weibo.com/evegroup
SOURCE Eve Group
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