2014 Xiamen International Fashion Week - SW1960 "Day of Yale"

SW1960 is a symbol of pursuing individuality. It is a representative of pure American college style clothing, emphasizing the playful experience of playing. SW1960 symbolizes the essence of American culture in the 1960s. From the era of indulgence and subversion, it refines the cultural elements with a very cultural atmosphere, transforms it with rich modern techniques, and infuses the soul of “freedom, passion, and gratitude” into the brand. Encourage young people in contemporary cities to adopt a passionate attitude towards a life style that aims for freedom.

At 18:00 on November 29th, SWJEANS, an officially licensed, stylish and sleek American fashion brand from Yale University, took a full-scale upgrade to its new image - "SW1960" at Xiamen International Fashion Week. An innovative, open, and interactive PARTY theme show, "Yale's Day," is presented.
A lot of show highlights, from the welcome area can begin to appreciate the SW1960 playful ideas: the guests together to use round LED light "create" a complete "SW1960" logo, a symbol of "common witness", SW1960 is also prepared The passionate "flaming red lips", 20 muscle men interact closely with the audience and "stick their lips" to each other. The guests enter the party and enter PARTY TIME. The atmosphere is relaxed, stylish and full of fun.
The design of the main show field is even more striking. The stage is dominated by Yale's campus life scene. Models are scattered around the venue and the attending guests are banded together. Everyone laughs at each other. The model holds a guitar and plays music. He rides a bicycle and strolls. The Golden Maple Leaf on both sides of the T-Taiwan is like being in a real school life scene. With a ring of school tunes, the theme show begins: the stage main screen presents an ivy wrapped corner, a huge Yale book slowly flips through the title pages, and the models walk out of the book and show SW1960 on the stage. The story begins on the campus, is recorded in the book, and comes out of the “book”, mapped in a noisy city. The three major thematic products, “Yale”, “College Bicycle” and “Urban New Yorker”, which integrate pure American college culture and urban style, run through the audience with an extremely casual, relaxed American attitude, demonstrating that young men and women are on campus and The transition to urban life is rich in leisure life.
In addition, the theme show combines the operation of the Internet mobile terminal - a new "O2O" show model, using the two-dimensional code portal to achieve the connection between the show floor and the mobile-end sales platform, making the live audience feel the fashion of "seeing and spending at the show" Life experience, to achieve the perfect combination of fashion and business.

This SW1960 themed show features a large number of supermodels, creative stage design, and dynamic fashion music melody. It constitutes a classic fashion picture, which is a unique event in the field of fashion and art. SHOW focused on the unique design concepts of the SW1960 designers and the unique combination of American college culture and urban style. The entire event, whether it is style or creativity, is unique in this Xiamen Fashion Week and is very impressive.