London Fashion Week: China'S Local Brand ANNDERSTAND Unveiled

Recently, China's local brand ANNDERSTAND displayed its first series of fashion show in London Fashion week.

ANNDERSTAND was invited by Fashion Scout to take part in this.

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Fashion Scout is an internationally renowned platform for innovative young designers.

Founded in 2016, ANNDERSTAND is a new brand that is positioned in high-end fashion, combined with cross-border, innovative and artisan spirit.

The naming of ANNDERSTAND is inspired by "understanding" in English, which implies ANNDERSTAND's understanding of urban women and is committed to bringing the cutting-edge and wearable style.

For this reason, ANNDERSTAND has also opened its doors to welcome cross-border cooperation with musicians, painters and designers.

Yu Song, the founder and designer of the brand, was born in China and studied in Japan and the United States.

Yu Ge graduated from the Parsons Institute of design in New York. Her design is considered to be both practical and unique.

Yu began her own fashion business in 2015 and soon won several successful cooperative design projects, including the 2015 MTO inviting it to design customized clothing for national leaders attending international conferences in China.

In 2016, Yu Ge launched its own fashion brand, Annderstand.

The first collaborative Black Mini design series was recognized by the annual fashion show Organizing Committee of Harvard University and won the honor of one of China's top 4 emerging designer brands.

Apart from tradition

Besides, Yu Ge further develops his style and tries to customize the design of men's wear and underwear brand.

She will soon become the signing designer of the custom men's wear RONG brand, and will also cooperate with AtoG's custom underwear.

In the Annderstand London Fashion Week 2017 spring and summer show, Annderstand will cooperate with AtoG custom underwear to present four exclusive custom underwear designs.

The "AtoG X designer" model aims to select the most talented people in the world.

To design the most talented and styling lingerie style for AtoG.

In February 14, 2016, in the 2016 autumn and winter show in New York fashion week, AtoG released five high-end luxury customized underwear, becoming China's first custom underwear brand to participate in New York fashion week.

In May 2016, AtoG world's first VIP experience hall was completed in Beijing CBD business circle.

This cooperation with the Annderstand brand will be the second time that AtoG has cooperated with the international excellent brands, and has made an amazing contribution to the international fashion week.

AtoG X Annderstand jointly launched four advanced custom underwear, which will once again become a highlight of the international fashion week.