To become a name on the fashion scene these days it takes much more than trendy designs and wearable fabrics. We've entered an age, where consumers are much more aware of the effect that the manufacture and supply chain have on the environment and are actively seeking out brands that commit to more socially responsible and sustainable practices.
Highlight of the show include the Chinese cashmere brand Snow Lotus and Paclantic. The latter has been making headlines for its highly creative approach to design as well as setting a positive example in making a difference in the lives of children and adults with special needs. Paclantic is very creative. Today, Paclantic has become a shining star in the children’s apparel industry in China both through its innovative models and commitment to social initiatives in a time when more and more children are diagnosed with spectrum disorders. The brand has found an ingenious way to incorporate drawing made by autistic children and adults into the design of its collections, which has produced surprisingly beautiful clothes that are modern, trendy and highly wearable. Their flagship product LawLandee is a testament to their awareness of market trends with international and urban fashion styles. It achieved very high sales in Beijing, Shanghai as well as other major cities in China, which positioned Paclantic as one of the fastest growing children’s clothing brand in Asia. The brand is now shifting its focus towards the European and American markets, where consumers have shown consistent interest in the trends of the East.
After New York Fashion Week and Paris Fashion Week - Beijing Fashion Week is shaping up to be a highly-awaited event in the calendar of fashion-forward people asnewer brands are taking the catwalk by storm. Unlike other fashion events, however, Beijing Fashion Week is put together with a clear intent to highlight the benefits of corporate initiatives and events on the community, making it unique in its own way. This makes for a compelling narrative that is reshaping the world of fashion in a way that makes it more appealing to the generation of the millennials. As part of a new and exciting content genre from China that is still very much untold, this trend is quickly sweeping through major retail brands.
Buying trends are changing, consumer sentiment is becoming a powerful force that dictates how companies operate and if they want to stay relevant - it is necessary to give in to market demands for responsible sourcing and sustainable production. Examples set forth by brands like Paclantic not only contribute to our society but work well to the advantage of their image as people are likelier to relate to their collections. This creates a connection between the brand's marketing strategy and its contribution to socially responsible initiatives in a time when consumers demand that brands, products and companies to have better CSR practices.
Snow Lotus - another up-and-rising brand on the Beijing Fashion Week scene - has become a household name for its cashmere products that can easily rival European competitors like TravelSmith. The Chinese company employs exclusively local workers, creating job opportunities in a market that has been hit hard by economic volatility. Encouraging the spirit of the craftsmen, Snow Lotus provides a platform for Chinese residents to showcase their design ideas and skillset to an international audience. The brand caught the attention of some celebrities and resellers who regularly attend the event.
While sustainable fashion has long been associated with low-tech and small-budget initiatives, rather than with international glamor events like Beijing Fashion Week, that's all changing. These days it has settled into the mainstream, and the schedule of this year's event includes shows that prove CSR can be high fashion, too.
The focus of consumers has now shifted towards style over substance and many of the high-street Chinese brands like Snow Lotus and Paclantic have adapted by putting CSR initiatives in place that ensure proper working conditions for their workers, supply chain accountability and initiatives to support the most vulnerable groups of society. This creates more and more opportunities for the luxury sector to take responsibility and start reporting on its social and environmental impacts in line with keeping up with current fashion trends and consumer demands.
BON Cloud, China’s premier video story producer, has embarked on a journey to follow the world of corporate social responsibility in China through the recent Beijing Fashion Week event. An increasing number of Chinese fashion brands are committing to socially responsible practices and partnering with BON Cloud to participate in a series of short videos that tell a story of social conscience, and an understanding of their responsibilities towards the community.
Compelling and motivating stories, such as Beijing Fashion Week’s extraordinary focus on highlighting the benefits of corporate initiatives and events on the global community, are part of a new and exciting content genre from China that is still untold.
BON Cloud’s global co-production system, is the online production module on the BON Cloud platform, which allows producer professionals located in different areas to collaborate and produce the high quality video content already being used by the world’s top media. The recently launched series of high quality CSR (corporate social responsibility) video stories for global media outlets are creating a bridge between European media outlets and Chinese brand stories to support the online delivery of fresh, compelling videos whenever the broadcast need arises.
Journalist, Editor, and Copywriter - The University of Edinburgh