December, 13th, 2013

BEIJING SHANGHAI GUANGZHOU DALIAN | FALL WINTER 2013 | OCHIRLY

Romantic Rhapsody ..

Chinese luxury fashion br and Ochirly wanted to create an Retro Glamour impact with their Fall/Winter 2013.

The legendary br and the Trendy International Group of Br ands is experiencing rapid expansion occupying the minds of fashionable people and becoming a staple in their style of vocabulary. Founded in 1999 Ochirly’s name derives from the Chinese ou shili, which means “European fashion charm”. As of Fall 2012, LVMH owns a 10% stake in the business.

At the beginning Ocherly set out to introduce Europeans style in to the Chinese market and to provide distinctive sophisticated and stylish clothes at affordable prices to suit the diverse and discerning tastes of China’s growing middle-class.

Ochirly’s magic comes from it’s perfect mix between art and business. She was a trailblazer and broke from convention to popularize the concept of Mix & Match. The ethos of mixing and matching permeates the entire process from design to crafting, to color and styling, to details and matching. Drawing inspiration from the arts – including films music and fine art – Ochirly captures the essence of independent confident woman who radiate elegance and modern style.

Ochirly is inspired by the aesthetic language of films and has tremen dous respect for the stars, art, and aesthetics that the medium carries. Many film and television superstars have sung praise to Ochirly’s effortless style, including Zhou Xun from All About Women, Yuan Quan from My Ex-Wife’s Wedding, Yao Chen in Love in Cosmo.

The European theme for Fall/Winter 2013 was evident in the choice of Mario Testino as pho tographer for the campaign, which was fronted by British model Cara Delevingne.

Ochirly has more than 800 s tores across 28 provinces across China. The Ochirly s tores, from Beijing to Wuhan, combine vintage baroque-bou doir feel architecture with modern international trends creating an artsy, enjoyable shopping environment where fashion and arts intermingle. ..