Story is the soul of a brand because it gives the brand a life of its own. Behind every piece of creation, there always lies a touching story of how the designer create the products. Through a splash of color, a stitch of hem, or an accentuating accessory, the brands move the public with its fascinating stories while the customers by selecting the products can feel a sense of proud and is touched by the courage of the designers. With the development of the cultural creative industries, many Macao fashion labels of diverse design styles sprung up in Macao. Therefore, Macao Fashion Gallery organizes a “Brand Story—Macao Original Fashion Exhibition”, providing an opportunity for local fashion labels to showcase their products.
Through open call and selection by the adjudicating panel, six local fashion labels are selected to participate in this exhibition, including: MACON, JADE.L, Worker Playground, Soul, ZICS, and Salut ça va?. The designers will design their own display area at the Macao Fashion Gallery, showing their collections in their own creative settings. By integrating fashion art and interior design, the designers can fully illuminate their brand image and their distinctive characters. Each label deploys a different set of style and elements, such as hand-paint, logo, motorcycle, minimalistic, lines, and romance, to present their collection, turning the venue into a theatre of story-telling which allow the audience to savor the narratives behind the stories.
The exhibition will be held in three phases, featuring two fashion labels at every phase. MACON with its casual youthful artsy wears and JADE.L with its gender-neutral style will be the first on display. It will be followed by Worker Playground’s rugged casuals and Soul’s minimalistic fashion. The finale will feature the black and white aesthetics of ZICS and the romanticism of Salut ça va?. Some selected items will be on sales at the exhibition.
Brand Story—Macao Original Fashion Exhibition I
MACON
Theme: Young Traveler on the Road
The Brand:
MACON was created in 2013. It was the first Macao fashion label that online on TMall.com, the largest integrated online shopping platform in Asia. The MACON design concept goes around “Live Slow, Travel Light”. The label features simple comfortable clothes that emanates a neutral, artsy, and youthful look for its wearers.
Design Concept:
Things usually start in a very simple way. To find the same passion for the finer details in life, the one who loves to “get up and go”. MACON is creating a new world for you. We can sit leisurely together, feeling the beauty of life at a slow pace, experiencing our “small town” and life from a different angle. Through MACON, we create a personal trail and bring out the beauty of an individual.
JADE.L
Theme: Safety Corner
The Brand:
JADE.L was created in 2014. The label interprets neutral aesthetics through texture and design details, infusing personality into every piece of design work. “Be Yourself” is the design principle, believing that clothing does not represent trends, it is a vehicle to articulate unique sense of beauty and style, defining the neutral fashion beauty of Macao.
Design Concept:
Through observation, it is discovered that most people lack of sense of safety in their real life. They seldom smile, dwelling in a state of nervousness all the time. They are only able to find a true sense of self in the virtual world. This collection is inspired by construction sites, transforming commonly seen signs, safety belts, and colors onto fashion. It creates a sense of unease under the appearance of safety, and yet, still working hard to find a safe corner that one can belong to.
