This report takes ICICLE, Lily, III VIVINIKO and Edition as key brands. This season key designs include animal, floral embroidery, and artists' brushstrokes. The dress printed by ditsies is a key item for many lady style brands. As for details, twists and crinkles are worth attention.

Brand Dynamics

1. ICICLE's friends, actresses Hai Qing and Liu Shishi, respectively appear in a plain satin coat and a silk set from Natural Way, perfectly interpreting the elegance and freshness of natural fashion. 2. Bénédicte LALOUX, the new creative director of ICICLE, designs the S/S 2020 Natural Way capsule series, presenting the noble beauty of natural materials through simple designs. 3. Qi Wei styles a green-white polo sweater from Edition 2020 collection with straight loose pants. She also appears in a checked suit and cotton knitwear. Chen Shu wears a white suit made of recycled fibers, with a yellow slip to add depth, unlocking the natural beauty of cotton and linen. 4. The video shows new products of III VIVINIKO A/W 2020 STOCKHOLM. 5. Meng Meiqi shoots the advertise campaign in a printed white shirt from Lily × JuliaLong collaboration collection.

Summer new products of the lady style brands are dominated by trousers, followed by T-shirts and dresses. The simple style is key. Animal and floral are main prints, and the well-fitting silhouette holds a most part. As for details, embroidery, knot, shirring and ruffle are added to enhance the neutral charm.

For the lady style, patterns which are not too flashy get widely applied. Chihuahua, cat, giant panda, deer and tiger display the subtle consumption psychology to some extent, and reflect that more and more lady style brands focus on women's consumption psychology.

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