On July 15, 2021, JNBY, the designer womenswear brand of JNBY Group, a Chinese designer, announced that supermodel Ju Xiaowen will be the brand ambassador. JNBY's brand philosophy of "Just Naturally Be Yourself" has been deeply rooted in people's hearts since its inception. It has always adhered to the brand's core values, carrying forward its design concept of "modern, vibrant, charming and serene", and has become one of the most iconic women's fashion brands in China.
Today, JNBY is joining hands with Ju Xiaowen to unlock the 8 dreams of JNBY in the form of alternating modern life and the dream world.
As a dazzling supermodel on world catwalks, Ju Xiaowen has the most striking face of the modern era and has attracted widespread attention in the fashion industry. She has been described as a "Chinese" and "Oriental doll" many times by industry insiders. Her natural and chilling features and her courageous personality show her confidence, which is in line with JNBY's value of breaking stereotypes and pursuing natural authenticity. As JNBY's first brand ambassador, Ju Xiaowen also perfectly interprets JNBY's rich design language with her agile and natural body movements and expressive power.
During product conception, JNBY is good at integrating elegant and fashionable clothing forms into improved pattern elements and silhouettes to communicate natural individualism while extending the independent and refined nature of the brand.
In the Autumn/Winter 2021 theme campaign, everything is based on the world of dreams. Joining hands with Ju Xiaowen, the new brand ambassador, JNBY unlocked eight independent dreams. Each alternates between reality and non-reality, depicting both the real and the unreal and presenting clothing inspiration and artistic style inspired by dreams coming true.
In the design concept of JNBY's new A/W 2021 collection, the eight dreamscapes were merged into the clothing's design elements, adding a sense of silhouettes and visual power through dream-like twists, minimalist block cutting, visual textures, structural reshaping and layered features. At the same time, two presentation methods, retro and re-invention, were used to create a more unique style for the new AW arrivals through color contrasts and technical integrations.
By announcing its first brand ambassador and unlocking these eight dream worlds, JNBY is injecting richer and more innovative genes of vitality into the brand, and the collision of design styles in reality and illusion will create a more impactful and imaginative space for development.
