Chinese Brand MYMYMY Launches the 'Creamy Farm' Collection
Olivia Chow — June 4, 2012 — Art & Design
References: ohhmymymy.taobao & edge.neocha
Chinese cuisine is conspicuously free of cheese and cream sauces, which makes China’s fashion brand MYMYMY’s recent collection 'Creamy Farm' a seemingly bizarre choice. It is a herd of milkmaid-inspired frocks, something milked from the mind of Xiamen-based fashion designer COTTON.
However, since 1997, the country’s thirst for dairy products has grown exponentially. Raising cows and pasteurization is not a simple matter, and China’s lack of experience in this field has left them unable to meet their booming demands.
Perhaps this dairy dilemma better explains COTTON’s fascination with the West’s udder-pulling ladies. Like Renaissance oil paintings, the models used to promote Creamy Farm flash flushed cheeks and snow-white skin. They are adorned with kerchiefs and gingham.
Curiously, the advertisement does not take the theme entirely literally. Despite being set in a rural area, bovine and grassy fields are nowhere to be found. Due to the previously mentioned dairy production issues, this choice is suspiciously a result of access rather than of poetic license -- a decision not quite as smooth as a milkmaid’s skin.
Although there is something charming about the white lacy swim cap looking one, how popular the bonnets and aprons will actually become for urban Chinese woman remains to be seen. Nonetheless, the easy unstructured tees, bustiers and shirt dresses are certainly in line with modern fashion everywhere.
However, since 1997, the country’s thirst for dairy products has grown exponentially. Raising cows and pasteurization is not a simple matter, and China’s lack of experience in this field has left them unable to meet their booming demands.
Perhaps this dairy dilemma better explains COTTON’s fascination with the West’s udder-pulling ladies. Like Renaissance oil paintings, the models used to promote Creamy Farm flash flushed cheeks and snow-white skin. They are adorned with kerchiefs and gingham.
Curiously, the advertisement does not take the theme entirely literally. Despite being set in a rural area, bovine and grassy fields are nowhere to be found. Due to the previously mentioned dairy production issues, this choice is suspiciously a result of access rather than of poetic license -- a decision not quite as smooth as a milkmaid’s skin.
Although there is something charming about the white lacy swim cap looking one, how popular the bonnets and aprons will actually become for urban Chinese woman remains to be seen. Nonetheless, the easy unstructured tees, bustiers and shirt dresses are certainly in line with modern fashion everywhere.
Trend Themes
1. Milkmaid-inspired Fashion - The trend of milkmaid-inspired fashion is an opportunity for fashion brands to create whimsical and nostalgic designs that resonate with consumers.
2. Growing Demand for Dairy Products in China - The increasing demand for dairy products in China presents an opportunity for companies to innovate in the areas of cow raising and pasteurization.
3. Influence of Western Fashion on Chinese Market - The influence of Western fashion on the Chinese market opens up opportunities for Chinese designers to incorporate Western elements into their designs.
Industry Implications
1. Fashion - The milkmaid-inspired fashion trend provides opportunities for fashion brands to create unique and nostalgic clothing collections.
2. Dairy Industry - The growing demand for dairy products in China presents opportunities for companies in the dairy industry to improve production and meet consumer needs.
3. International Fashion Trade - The influence of Western fashion on the Chinese market creates opportunities for international fashion brands to expand their presence in China.
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