Italian sportswear brand Kappa, which is managed by China Dongxiang Group in China, has debuted its sports fashion series. The show, which took place on 21 May in Beijing, was the global premiere of its new sports fashion collection and also marked the first show held by Kappa in the 20 years since it entered China.
The collection and show were inspired by the computer language, binary, and aimed to ‘decode’ modern Chinese young people’s personas. The brand called on young consumers to explore their own personal style through the series. The cyber-future theme was highlighted in the design of Kappa’s show which was followed by an electronic music after-party with four young DJs.
Sportswear is a popular style among young people in China and, as in the west, sneakers have become a common collectable. After the Xinjiang cotton uproar, many Chinese consumers turned from well-known sports retailers, such as Nike and Adidas, to domestic brands. Homegrown names have seen their sales increase dramatically in the first half of this year. In April 2021, Anta’s sales on Tmall increased by over 50% year-on-year, and Li-Ning‘s growth rate was as high as 800%.
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