Exchange 2024 Independent Fashion Designer Co-Show on September 14th, 2024 during the first edition of the Art and Culture Exchange Week at Milan.
In the splendid setting of Circolo Filologico Milanese, a cultural center with a long history in the heart of the Milan, famous for its history and beauty, designers 鹅牌Goose Brand, EAJAY. 衣界, YánJJIAN, Fourys Laboratory, K+ and BeQueenStory presented their collections of Exchange 2024 Independent Fashion Designer Co-Show on the catwalk during the first edition of the Art and Culture Exchange Week.
鹅牌 GOOSE BRAND – Swan Series
Builds on the brand’s century-old legacy, using the goose as a prototype and incorporating elements from traditional Chinese ceramics and the national flower, the peony, the Swan series features diamond and pearl embellishments to highlight the elegance of the swan and the peony’s grandeur. 鹅牌 GOOSE BRAND – Swan Series collection innovatively blends Chinese and Western styles, moving beyond traditional “Chinese elements” to present a modern, dress-style goose down jacket.
“I am thrilled to create for the Milan show, marking the 100th anniversary of China’s Goose brand. This series combines the traditional goose image with complex handmade beading and peony petals, as well as ceramic imagery and lace beads. I hope the Goose brand can expand beyond just down jackets into various life scenes. I am grateful to the Art and Culture Exchange Week organizing committee for providing a platform to showcase this historic brand and enhance its global presence” .
Founded in 1924 by Ren Shigang, Luo Qingfan, Yang Guangqi, Qian Jichuan, and Liang Wuan, Goose brand began with a knitting factory funded by 17,000 taels of silver. The brand’s name, derived from “Wuhe” (harmony brings wealth), reflects its heritage. Goose brand quickly gained popularity for its superior quality, becoming a leading name in Shanghai and nationwide. Today, it merges goose down with outdoor styles and social attributes, continuing to innovate while honoring its historical legacy and showcasing Chinese brand strength globally.
EAJAY. 衣界 – New National Style Down Jackets
Inspired by the four treasures of traditional Chinese writing stationery—brush, ink, paper, and inkstone—the “Busy Cowboys” series uses these traditional colors: khaki for the bamboo brush, “black” for the ink, “white” for the paper, and gray for the inkstone. The EAJAY. 衣界 – New National Style Down Jackets series combines these with the “golden mean” from Chinese culture to create modern national style down jackets that merge simplicity with contemporary comfort.
EAJAY. 衣界’s design philosophy is “Technology and Innovation,” focusing on integrating cutting-edge technology with fashion to offer high-quality, stylish, and functional down jackets for high-end consumers aged 25-45. The brand’s six autumn and winter series highlight its understanding of fashion trends and the convenience brought by technology.
EAJAY. 衣界 aims to become the leading global down jacket brand for high-end consumers aged 25-45, offering fashionable, technological, and functional products. The brand seeks to redefine winter down fashion. “Participating in this cultural week event allows me to showcase my design concepts and works to a broader audience. It is an honor to interact with artists and designers from various fields, affirming my work and encouraging future creations. I believe design is not only aesthetic but also a means of cultural inheritance and communication. I hope my designs spark interest in traditional culture and highlight China’s fashion appeal. I am grateful for the support of my friends, which motivates me to continue using design to convey culture and contribute to the fashion industry.” – said the designer Hu Minhua
EAJAY’s design concept centers on “technology and innovation,” merging advanced technology with fashion to create high-quality, stylish, and functional down jackets for high-end consumers aged 25-45. The brand’s six autumn and winter series reflect its understanding of fashion trends and technological convenience. EAJAY aims to become the leading global down jacket brand for this demographic, redefining winter fashion with its blend of quality, style, and technology.
YánJJIAN – Boundaries Vanish
Throughout life, YánJJIAN are on a continuous journey to discover and build our sense of self. From the moment we are born, society, family, and friends assign us various identities, with expectations to behave in certain ways at specific ages. Stepping beyond these boundaries can make us feel like outcasts. While individuals are inherently free, societal recognition of identity often restricts our self-awareness. The question “Who are we?” should be one we answer for ourselves.
Each stage of life, whether perceived as good or bad, is an essential part of who we are. YánJJIAN – Boundaries Vanish collection encourages breaking the boundaries imposed by age and identity, and not allowing the noisy voices of the outside world to drown out the inner voice. It calls for refining a clear sense of self from the vague, presenting a self-portrait that balances sensibility and rationality. By breaking free from societal constraints, we can let the boundaries of age and identity vanish, returning to our essence and pursuing the desires of the heart.
The inspiration for YánJJIAN – Boundaries Vanish collection comes from the concept of “boundaries vanishing,” as mentioned by Lila in the “Neapolitan Novels.” Boundaries are a broad concept with varying definitions for different people. The designers reflect on this idea and aim to express the dissolution of self-boundaries defined by identity, age, and external standards, while retaining a sense of innocence and fun.
In YánJJIAN – Boundaries Vanish collection, the designers repeatedly use lace, symbolizing feminine romance, along with irregular ruffles and the dreamy, fluffy texture of tulle, paired with modern urban wool fabrics. Unconventional cuts and playful, puzzle-like buttons and colors add interest to the designs. While the series is rooted in basic tones, some vibrant colors are used to enrich the overall look. The goal is to create a dressing experience that transcends boundaries, allowing women of any identity to freely express their self-portrait and pursue the essence of their hearts.
“It is an honor for YánJJIAN – Boundaries Vanish to participate in Milan Fashion Art and Culture Week. This platform allows us to showcase our work, connect with the world, and appreciate the artistic culture of different countries. It is a significant opportunity for us to learn and grow. We are grateful to the organizing committee for providing such a high-quality platform, and for everyone’s hard work. We hope that everyone at this event will gain something valuable and that the event will be a complete success,” said designers Liu Yan and Lin Li.
YánJJIAN, founded by Liu Yan and Lin Li in Guangzhou in 2023, is a women’s wear designer brand that draws inspiration from daily life. The brand’s vision is to transcend traditional life and fashion norms, pursuing a people-oriented, comfortable, and relaxed wearing experience. YánJJIAN challenges conventional design and dressing expression, using clothing as a medium to convey self-exploration and express the diverse charm of the individual self.
Fourys Laboratory – Rise from Rotten
Fourys Laboratory – Rise from Rotten collection (立于荼蘼) is inspired by characteristics that might be overlooked or undervalued in life, akin to poisonous plants and isolated flowers. This inspiration reflects the Chinese belief that “medicine and poison have the same origin” and the ancient notion that “heroes don’t ask where they come from.” Fourys Laboratory – Rise from Rotten collection symbolizes the beauty found in survival through hardship, using colored glaze to represent personal growth. The design incorporates colored glaze circles connected by hand, symbolizing the process of discovering oneself and becoming stronger.
The colors pallette of Fourys Laboratory – Rise from Rotten used—blue and green for life, and gray, brown, and khaki for external chaos—enhance this narrative. “The series reflects my belief that, despite a broken world, I stand firm amid the ruins. By integrating Chinese cultural elements, I explore themes of self-doubt and resilience. Presenting this work at Cultural Week is a significant opportunity and platform, and I am deeply grateful for the chance to share my designs. I hope my creations inspire an appreciation for traditional culture and highlight the fashion appeal of China” – said the designer Yu Changsheng.
A special mention goes to the exquisite glass pieces and intangible cultural heritage silk flowers featured in this series. Fourys Laboratory – Rise from Rotten were born from the close collaboration between designer Yu Changsheng and Shudu Glass Art Studio, a renowned workshop in Changsha. Their professional design and craftsmanship come together to create a visual feast.
K+ by Yu Kang – Busy Cowboys
Traditional Chinese origami craftsmanship enhance K+ by Yu Kang – Busy Cowboys collection, incorporating love origami and handmade beading into handbags, accessories, and a large-scale dress-style “flower down” combined with denim. The “Busy Cowboys” and “Dishonest Cowboys” lines span dresses, suits, bras, waistcoats, and down jackets. K+ Kangmai Design, a company specializing in down jacket design, breaks traditional concepts by using down in unconventional ways, such as dresses, shirts, and red carpet looks, blending it with artistic installation and scene-specific characteristics.
Yu Kang expresses gratitude for the opportunity to showcase at Fashion Culture Week, hoping it fosters cultural exchange between China and Italy.
K+ by Yu Kang founded in 2016, K+ specializes in year-round women’s down jacket design services, developing around 3,000 styles annually. Their offerings include various categories such as brand ladies, young ladies, casual sportswear, and high-end dresses. The brand collaborates with over 3,000 store brands, OEM market customers, online influencers, and more. They also serve major fashion weeks in Hangzhou, Shanghai, Beijing, London, Milan, and Paris, offering high-end dress and art exhibition planning. K+ aims to inspire commercial design through shows and art exhibitions, expanding the market for original down designs.
BeQueenStory
BeQueenStory has been dedicated to urban women seeking a refined and carefree lifestyle since its inception. The brand’s philosophy centers on the belief that while not everyone is born a queen, every woman can achieve her own royal status through perseverance and resilience. Each piece in BeQueenStory collection is meticulously crafted to symbolize the transformation and growth of women, celebrating their journey and triumphs as they emerge magnificently, like butterflies from their cocoons.
BeQueenStory collection employs fabrics such as knits, mulberry silk, and crocheted lace, evoking the imagery of a cicada emerging from its cocoon. The designs feature full-body three-dimensional flowers and thorned blooms, symbolizing the hardships encountered on the path to becoming a queen. These elements extend into accessories and cascading floral patterns that envelop the entire form, adding depth and narrative to the garments.
Yu Xiaoxiao, the designer behind BeQueenStory, expresses heartfelt gratitude for the opportunity to showcase the brand at Art and Culture Exchange Week in Milan. She emphasizes that each stitch and thread in the collection is not just an artistic expression but also a tribute to modern women’s independence and elegance. The brand focuses on providing refined, elegant, and romantic apparel that enhances the fast-paced urban lifestyle.
Over many months, every stitch and thread has not merely been an artistic weaving of fabrics, but also a profound homage to the spirit of modern women’s independence and elegance. Since its inception, BEQUEENSTORY has been committed to outfitting every woman pursuing refined quality and an elegant, romantic aura with her sartorial armour amidst the fast-paced urban life.
“We firmly believe that clothing is not just an external adornment, but also a manifestation of one’s inner world. Hence, each design embodies meticulous attention to detail and relentless pursuit of a harmonious blend between tradition and innovation. This opportunity to compete alongside all the designers in the fashion industry on this platform serves as a valuable refining process and growth catalyst for both BeQueenStory and team. It inspires us to forge ahead, preserving our brand’s unique charm while continually absorbing cutting-edge design concepts from the international forefront, infusing our brand with even greater vitality and diversity.” – added Yu Xiaoxiao.
Exchange 2024 Independent Fashion Designer Co-Show on the catwalk during the first edition of the Art and Culture Exchange Week, the designers is 鹅牌Goose Brand, EAJAY. 衣界, YánJJIAN, Fourys Laboratory, K+ and BeQueenStory.
All images Exchange 2024 Independent Fashion Designer Co-Show at Milan by the brand.