China’s second-largest e-commerce player JD.com picked the right brand with the right help this season. It has a three-year partnership with the British Fashion Council and is committed to bringing Chinese brands to showcase their collections in London.
Hazzys is a Korean brand owned by LF Fashion, the fashion arm of conglomerate LG Group. It has a licensing deal with Chinese apparel giant Saint Angelo, and operates more than 400 stores across the country. Hence, guests at the show were mostly Chinese.
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Curated by Fashion Fringe winner Haizhen Wang, the collection was quintessentially British. After all, it’s named after a Cambridge rowing club. A classic beige trench coat opened the show, while a couple of deconstructed versions closed it. In between were thoughtful wardrobe stables with subtle twists that painted a vivid picture of various walks of London life. You could clearly divine the archetypes – bankers, skaters, artists, students and fashionistas – thanks to diverse and clever casting.
The brand also debuted a complex new print featuring the HAZ logo, designed by Wang. It added a layer of identity to the brand that sets it apart from the likes of Aquascutum, Burberry or Daks.
Launch Gallery: Hazzys by JD.com Inc RTW Spring 2020