From the Sector

The start to the premiere of the CHINA WAVE pavilion at Pitti Uomo 106: the first stop of the "2024 China National Garment Association Overseas Programme" was a complete success for the participating designer labels from China. The Chinese brands impressed the international fashion world with their exclusive and extraordinary collections at the Costruzioni Lorenesi in the Fortezza da Basso in Florence. The famous fashion journalist, Suzy Menkes, was also impressed by the creations.

The styles and current looks from from VALLEYOUTH, KB HONG BY K-BOXING, RAXXY, JDV, FENGGY, BLACKHEAD, KEYONE BY HATTERSHUB, TYPETAIL impressed buyers, fashionistas and media representatives alike with their design expertise, creativity and product quality. The combination of contemporary styles with traditional Chinese elements, as seen in the collections of KB HONG by BY K-BOXING, JDV and VALLEYOUTH, among others, attracted international audience from Italy, Germany, France, Great Britain, Spain, Saudi Arabia, the United Arab Emirates, the USA, Mexico, Canada, Australia and many more.

Among those welcomed to the pavilion was Suzy Menkes, who emphasised the combination of tradition and modernity in collections such as those from KB HONG by BY K-BOXING and VALLEYOUTH in the CHINA WAVE pavilion. VALLEYOUTH's new collection was presented by fashion photographer Acielle from style du monde at Vogue World, while fashion blogger Augusto Ferretti commented on the brands' designs as "artistic sculptures". The appearance of the famous Chinese actor and singer AYUNGA as a testimonial for the new KB HONG by BY K-BOXING collection at Pitti Uomo attracted particular attention.

Further stops of the "2024 China National Garment Association Overseas Programme" are Who's Next in Paris and TheOne Milano in Milan in September.

The next CHINA WAVE presentation at Pitti Uomo is planned for January 2025.

Bemberg™ is teaming up with MagnoLab, a network of Biella-based companies apt to carry out projects related to sustainability and circular economy, to create and display T-shirts that combine environmental responsibility and aesthetic research at the 102nd edition of Pitti Uomo.

Bemberg™ is used in shirts, cocktail dresses, dust coats, coordinates, outerwear and more by international brands operating in the fashion and luxury industries. To demonstrate its journey and evolution in contemporary style, Bemberg™ has collaborated with MagnoLab to develop a project that resulted in contemporary cut I-shirts presented both in sheer and blends with other certified fibers, including GOTS cottons and RWS wools, capable of enhancing both the hand of the final garment and the performance of the yarn.

The project conceived for Pitti Uomo 102 stems from the spirit of Bemberg™ and fits perfectly into the philosophy of MagnoLab, whose mission is to carry out projects related to environmental responsibility through a joint and participatory approach of partners, and to create value by developing innovative products and processes with rapid testing cycles, according to a lean management model.