Gallery: Sporty styling in Beijing
Models styled in fur from the Kopenhagen Fur archive paired with sweatshirts and shoes from Adidas made Beijing fashion show interesting.
- It is a great strength, when the same exact fur, that has been styled one way in more classic manner, can become sporty when styled differently.
That was Jim Lyngvild's main inspiration for the show he presented in Beijing on Monday 5th December. The head of Kopenhagen Fur and 50 of the most meaningful people from Beijing were presented to fur in two different versions. The first part of the show was fur in the classic sense, styled with pearls from the Chinese pearl company, Ruanz Pearls. The second part was made in cooperation with Adidas, where fur and sportswear were styled together for a different look.
- Even though the guests liked the classic styling with the pearls, there is no doubt, that they payed more attention to the show during the second part, because it was something, they had not seen before, says Jim Lyngvild who was watching the guests' reactions during the show.
The executive vice president of the commercial edition at Kopenhagen Fur, Jesper Lauge Christensen, was in Beijing with CEO Jesper Uggerhøj among others. He also found the untraditional styling interesting.
- What is so great about this kind of show, is that we get to show fur in new and different ways, and it serves as a source of inspiration for the Chinese fur industry, he says.
Make opposites meet
When people think of fur, the first things that come to mind are probably not bejeweled ski goggles, large helmets and clothing from Adidas, and that is the reason why Jim Lyngvild chose to show exactly that in Beijing.
- My idea is always to make opposites meet, because I think that is the best way to make your target audience se the product in a completely new way, Jim Lyngvild says.
He believes that Kopenhagen Fur can easily intrigue the younger customers in the future by showing them new ways to style fur.