Shanghai Fashion Week AW19 preview | JOYRICH,OUT ·RAGE· US Unscrupulous, young people's free life

FIND YOUR JOY, YOU'LL BE RICH

JOYRICH originated from the trend culture of modern and modern Los Angeles. Founded in 2007, as a representative street luxury brand, its iconic “retro-future” style is popular in the fashion world, and has been received by the global media and new students. The favor of the consumer group. The brand has an international design team to create a casual, gorgeous, extravagant style of wear, blending art, music, fashion and other trend cultures in popular culture, and eclectic, advocating the new generation of lifestyle.

As a principal of JOYRICH, Tom Hirota has a strong interest in fashion since he was a middle school. While shopping in a vintage store in Canada, he decided to reinvent some of the old-fashioned band shirts by adding patterns and modifying the silhouette. Tom Hirota's style is rooted in the 80s and 90s, and incorporates many ancient design inspirations. It is good at adding modern elements to ancient costumes and has been recognized by the new generation. He has an important influence on the global youth culture and Incorporate into its core concepts.

Ming has worked for many well-known clothing brands in China. After years of commercial baptism, he served as creative director of JOYRICH China in 2016. She specializes in a mix of fashion, leisure and street. Incorporating exaggerated proportions with traditional materials, plane and draping, new materials and classic design, the pursuit of design balance.

AW2018

SS2019

AW2019 theme concept

OUT ·RAGE· US | Unscrupulous, young people's free life

"Don't be afraid of the future, young people have the courage to challenge; do not fear setbacks, young people are indomitable; dare to say no, follow the inner freedom" This is the trend statement of the AW19 series of young people [unscrupulous]. This season, JOYRICH dissects and reshapes the retro-style American style with modern style. From "not punk" to "rebellious American" to "future image", this season's products are pushed with digital American patterns, irregular color stitching, rivets and pierced punk styles, reflective elements of the future. The trend of retro and fashion overlap.

Simultaneously launched the "BUD X JOYRICH" cross-border series, using the classic design elements of Budweiser beer to interpret the enduring American trend, while the unique brewing process of Budweiser products and the attitude of freedom and freedom to attract young people follow.

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