Aimer shines in international showcase

Aimer, a major Chinese lingerie brand, opened Xiamen International Fashion Week with its new collection on Thursday.

The 90-minute show Legend of Love was a hybrid of dance, acrobatics and musical performance, styled with looks inspired by Aimer's 2015 collection.

Scenes depicted ranged from the snow to the sea and beach, with the garments including sexy lingerie, glamorous gowns, swimsuits and bodysuits.

It was the first time the brand has hosted its annual fashion show outside of Beijing. The brand is seeking long-term development in the coastal city, which is now luring fashion brands with its favorable policies, said Zhang Rongming, founder and CEO of Aimer.

"Xiamen is increasingly becoming a fashion hub. It is not as big as Beijing or Shanghai, but it has got its advantages like talents, policies and the natural environment," he says. "Like the city of Xiamen, Aimer is all about spreading beauty and love."

The brand plans to set up a fashion and culture center in Xiamen, in addition to its Beijing headquarters, he said.

Hong Huang, fashion publisher and founder of Chinese multibrand fashion boutique BNC, said she was impressed by the quality of the production of the show.

"It was immaculate. It's Broadway, Moulin Rouge and Cirque du Soleil all in one," she said. "It's also very innovative to present a fashion show in this way. It might take some time for the audience to digest but it's a good start to explore new ways to present a fashion show, especially in the digital age."

The show was influenced by the ancient maritime Silk Road, as well as an imaginary sea goddess who lives under the sea and seeks love all over the world, said Michela Muratori, Italian director of the show.

"We mix all the elements together," she said. "Aimer is not just about clothes. It is also a way to see things in a unique way."

Founded in 1993, Aimer distinguishes itself from other Chinese lingerie brands with its sexy style, high quality and comfort. It has also built a high-end image with advertising campaigns featuring stars including Chinese actress Gong Li and Russian model Irina Shayk.

Contact the writers at humeidong@chinadaily.com.cn and linting@chinadaily.com.cn

(China Daily 12/01/2015 page15)