Debra Li

debra_lidan@163.com

SOME 20 fashion brands from Shenzhen made their third appearance at Milan Fashion Week this year after making a collective debut at the event the previous two Septembers. The weeklong event, held between Sept. 18 and 25, featured the newest designs for spring/summer 2019 from women’s ready-to-wear brands in the global apparel, clothing and accessories industries.

A runway show on the afternoon of Sept. 22 at the 18th-century Bovara Palace, Milan, Italy presented the designs from Ellassay and Yinger, two leading fashion groups based in Shenzhen.

Ellassay defines itself as ready-to-wear fashion for office ladies in their 30s and 40s. Aiming at a minimalist style with feminine details, the brand distinguishes itself from many Chinese brands featuring touches of Chinese cultural elements. A firm listed on the Shanghai Stock Exchange, Ellassay also has Laurel, Ed Hardy and Vivienne Tam under its wing.

Calling its theme “Magic Garden,” Ellassay used a mix of different fabrics to create a natural and elegant look for its garments.

Yinger presented four brands under its wing: Yiner, Insun, Psalter and Song of Song, each with a distinctive style.

The Fashion Shenzhen block during this year’s Milan Fashion Week also included a static show and an after party. The static also featured Haiping Xie, Deng Hao, Kodice, Vmajor and Alexstorm, among others.

Organized by the Shenzhen Garment Industry Association and endorsed by the city government, similar events helping local brands to reach out to the world have been held at London Fashion Week and New York Fashion Week.