SHANGHAI, April 1, 2013 /PRNewswire/ -- The ECCO Spring Summer 2013 Walk In Style event in China that took place on the 28 March 2013 at the Shanghai Pudong EXPO Site held special significance this year. The event also marked a significant milestone for the brand -- ECCO's 50th Anniversary. More than 500 VIP guests including trade partners, ECCO consumers as well as 150 of China's most influential fashion and lifestyle media were present to witness this historic occasion. Twelve prominent bloggers from ECCO's five most important sales regions, including Shanghai, Beijing, Hangzhou, Xian and Chongqing also attended and joined in the celebrations that applauded the beauty, functionality and grace of Scandinavian Design.
To mark the beginning of a new era for ECCO, two new Brand Ambassadors were introduced to much excitement from all the Guests. Mr Xu Zheng, a multi-talented Actor, Director, Screenwriter and Producer, was welcomed with much aplomb. At the same time Ms Qin Lan's debut as the second half of the new ECCO duo was also met with huge enthusiasm from the crowd. As one of the most sought after actresses in China, her presence ignited great excitement from all alike. Both looked effortlessly stylish and confident in ECCO's most iconic designs from the Sculptured 65 and Cairo collections.
The new ECCO Ambassadors were selected because their personalities perfectly reflect the brand's core values. They both have infinitely warm, genuine and approachable personas, exuding a sense of humanity that is, at the same time, positive and inspiring. They are also known for their respect and openness in accepting different ideas and values from others. While never ostentatiously dressed, their legions of fans admire them for their innate sense of style that is understated, at the same aspirational. In both, a sense of self is palpable, and the quiet confidence that they display convey a deep comfort in their own skins. At the same time, they revel in the joy of life and are proactive in finding new enjoyments and challenges that they whole heartedly embrace.
ECCO's two new Brand Ambassadors 'Walked in Style' in limited edition designs conceived by one of China's leading designers, Jenny Ji. Her trademark approach of blending Chinese Chic with Modern results in a unique aesthetic that celebrates tradition tempered with intelligence. For this collaboration Jenny Ji used the two themes under ECCO's spring summer collection as her inspiration.
The event concept presented a commemoration of ECCO's 50 years from different perspectives: Sleek, Linear, Innovative, Infinite and Clean. This was manifested in an ultra-slick and almost futuristic design with stunning geometric shapes that are a tribute to modern minimalism. The story of ECCO's fifty years was told in vibrant colour-pop imagery that provided a vivid and vibrant statement juxtaposition to the stark backdrop echoing the principle of Scandinavian that seamlessly melds functionality with, almost unexpected, beauty.
As one of the highlights for the evening, and in celebration of ECCO's 50th Anniversary, the event also featured an Exhibition that showcased twenty four avant garde outfits fashioned out of ECCO leather by today's most talented Danish designer Zarah Voight. The exhibition stood as a work of art in its own right and as a powerful reminder of ECCO's heritage in collaborating with designers. Design is one of ECCO's core values and as a brand, we are proud to uphold a long tradition in advocating design, in particular, Scandinavian design and this reflected in everything that they do.
Indeed, the entire Walk IN Style event was a salute to ECCO's continued dedication, as a Danish brand, to working with Chinese designers. In this vein, all the Chinese Designers that ECCO has ever collaborated with were celebrated too, their work representing a testament to ECCO development in China.
- Arts & Entertainment