Brand takes fashion show on Maritime Silk Road journey

Commercial brand LILANZ LESS IS MORE launched its new collection at Shanghai Xintiandi on Saturday, as the closing show of the 2022 Spring/Summer Shanghai Fashion Week.

Co-launched by two cutting-edge fashion designers Lyu Dianlin and Fang Fang, the show traces back to the cultural connotation of Quanzhou, the birthplace of both LILANZ and the Maritime Silk Road, expressing urban charms and brand spirit with modern designs.

Sails and masts surrounded by the sea-streamlined catwalk runway, made the audiences feel like they were on the Maritime Silk Road. Elements including the totem and symbols of ancient city Quanzhou and the city's flower erythrina flower have been integrated into their designs, Fang said.

Founded in 1987, LILANZ was the first Chinese menswear brand to list in Hong Kong. In 2016, the youth fashion series LESS IS MORE was launched, targeting the urban consumption group aged from 25 to 35.

The two young designers, both graduates from London College of Fashion, reached cooperation with LILANZ in 2020, aiming to integrate China's young design power into domestic brands and bring more possibilities and choices to consumers.