Chinese Accessory Label Yvmin Teams Up With Charles & Keith
Yvmin, the Chinese accessories brand known for its work with Shushu/Tong, has become the latest collaborator of Charles & Keith, the Singaporean footwear label.
The capsule collection, which was inspired by ripe summer fruits, features sculptural sandals, a knotted pouch in mint sorbet, and an assortment of glossy fruit charms, including a strawberry, cherry, grapes and apple.
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The charms, which narrate the evolution of the fruits going from green to maturity, are attached to shoes and bags, but they could also be worn as hair accessories, earrings or pendants.
'I was drawn to the image of a fruit, suspended delicately on a branch I saw in Thailand — wrapped, waiting, and on the cusp of release,' said Yvmin designer Zhang Xiaoyu. 'It's that fragile moment before ripeness surrenders to gravity.'
Zhang, who was given carte blanche, took the opportunity to realize her dream of creating a footwear product.
'Initially, I wanted to do flat-soled thong sandals since it's something I personally love to wear during Beijing summers, but I realized that it's a pretty complicated product to make,' she said, eventually opting for a heeled strappy sandal version fit for Gen Z urbanites.
The campaign, shot by the Chinese photographer Li Yuan, features Chinese model Chen Xue dressed in vintage-inspired lacy frocks, embarking on a solo trip along the coast of Nha Trang in Vietnam. It was meant to 'encourage a return to one's youthful essence,' according to Charles & Keith.
Yvmin, which was founded by the Beijing-based designer duo Xiaoyu Zhang and Min Li in 2012, is known for experimental pieces with a surrealist bent. The brand has since expanded to two stand-alone stores in Beijing and Chengdu.
To mark the launch, the brand set up a dedicated pop-up at Shanghai's popular West Bund Dream Center, also known as Gate M, a newly opened landmark shopping center.
The pop-up, designed in the shape of a pink box with a huge bow tie, features an immersive space that will offer limited-edition pieces and charming giveaways such as themed phone charms, fruit-inspired nail art stickers and collectible mementos.
The pop-up will run from Thursday to May 11.
The capsule collection will officially launch on Tuesday and will be available in select Charles & Keith retail stores, its official online store and app, WeChat Mini Program, Tmall and Douyin.
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