The 7 For All Mankind® brand recently launched in China and celebrated the opening of its first Chinese boutique, located in Beijing's popular Shin Kong Place retail center.
The brand marked its launch with a chic party and Spring/Summer 2010 collection preview, which drew more than 300 celebrities, socialites, business elites and media members to Beijing's T Art Centre. From the event's invitation card to its decor, all details were designed with the number seven in mind. Rows of light bulbs were arranged to spell out "7 For All Mankind," while walls showcased profiles of landmarks in New York, London and Shanghai interspersed with video displays and pictures of celebrities arranged in a giant "7." A jeans heritage wall further highlighted the brand with a timeline of signature 7 For All Mankind® styles.
A jeans heritage display highlights signature moments for 7 For All Mankind, while supermodel Chiling Lin leads a fashion show.
As part of its celebration, 7 For All Mankind also unveiled upcoming and special edition styles with a fashion show led by supermodels Chiling Lin and Liu Dan. At the show's finale, models lined up to reveal body tattoos forming "7 For All Mankind," and Lin appeared in one-of-a-kind "Chiling Special Edition" jeans, designed especially for her by Rosella Giuliani, Vice President of Merchandising and Design for 7 For All Mankind. The jeans were handmade with 8,000 CRYSTALLIZEDTM Swarovski Elements. Another unique 7 For All Mankind® denim piece designed solely for Lin will be unveiled in Hong Kong later this year.
In addition to the "Chiling" edition, the brand also revealed a "Beijing" jean style inspired by the slogan "7 For All Mankind Sparkles in China". Based on the brand's low rise, flare leg Rocker line, the "Beijing" edition features leg openings decorated with laser-cut mosaic floral motifs accompanied by CRYSTALLIZEDTM- Swarovski Elements of various colors. The jean will be displayed in the Beijing store, as well as being showcased in major Chinese cities through an upcoming traveling exhibit.
