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FEATURED INNOVATIONS: MADE (CLASSY) IN trendwatching.com's 10 ASIAN TRENDS FOR 2015

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FEATURED INNOVATIONS: MADE (CLASSY) IN CHINA
Exception de Mixmind and Qeelin
Exception de Mixmind is a Chinese luxury fashion brand aimed at
those ‘in the know’ who do not want to flaunt logos. The brand eschews
conspicuous logos and ‘bling’, and instead embraces simple, understated
design with almost no branding. April 2014 saw this brand become
part of the first Chinese delegation to Hyères International Fashion and
Photography Festival in France.
Qeelin is a Chinese fine jeweler with designs inspired by China’s mythical
and cultural heritage, featuring lines incorporating various auspicious
Chinese symbols. Amidst the luxury slowdown in China, June 2014 saw
Qeelin’s same-store sales grow by at least 10%, and the brand is looking
to double the number of stores in mainland China due to high consumer
demand.
As part of Alibaba group’s Singles’ Day Sale promotion in 2014, eight
major Chinese jewellery brands are also going to be showcased at Times
Square, New York City, for a week in November. Brands include Chow Tai
Fook, the world’s largest jewellery brand by market value, and Baocheng,
a brand with 169 years of history.
www.trendwatching.com/trends/10-asian-trends-for-2015 10 ASIAN TRENDS FOR 2015 18

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