LF

- Lafuma brightens up the main stage of 2019 S/S collection at Xintiandi, the center of Shanghai trends

- Themed on Menton Fete du Citron, the collection conveys a travel outdoor concept of freedom and romance.

Lifestyle brand LF (CEO: Kyu Sik Oh) showcased its collection for French outdoor brand Lafuma at the 2019 S/S Shanghai Fashion Week held in Xintiandi, the center of Shanghai trends, at 5:30 PM October 16 (local time). It was the first time that Lafuma had participated in the S/S Shanghai Fashion Week in its 88-year history. Lafuma was launched by LF in Korea in January 2005 via licensing. After entering the Chinese market through a joint venture with Lafuma Group of France in 2011, Lafuma signed a brand license agreement with Baoxiniao, one of the three biggest fashion companies in China, in 2017 and turned its way of launching into a license. Currently, Lafuma operates more than 80 stores in China, centering on the distribution network of high-end department stores in major cities such as Beijing SKP Department Store.

Conveying a new ideal of travel fashion with the new brand motto of "Lightweight Outdoors, Joyful Travel" from 2018, Lafuma intended to portray the unique exotic atmosphere of Southern France to express a professional and practical concept of “Freedom, Romance, and Admiring Nature” in the upcoming 2019 S/S season.

For this collection, Lafuma used the theme of "Menton Fete du Citron" and applied lemon and the Mediterranean ecosystem to its design. The collection drew attention by combining the functionality of outdoor products with French romantic design to portray the beautiful Mediterranean scenery of southern France.

Shanghai Fashion Week, which Lafuma first participated in this year, is receiving an astronomical amount of investment by the new Chinese government and Shanghai City to advance their vision of making Shanghai the foremost design and fashion capital of Asia in the long-term. With the anticipation of the growth of Chinese fashion market and active participation of well-known international designers, the fashion week is rapidly growing in terms of both scale and influence, becoming a global fashion week.

The 2019 S/S Shanghai Fashion Week was held at Taipinghu Park in Xintiandi, Shanghai, from October 11 to 17. At the fashion week, 49 designer/ready-made brands from Europe, U.S. and other countries, such as DAKS and BEBE, presented their unique collection on stage. And local department stores and media officials, as well as hundreds of celebrities, including domestic and foreign entertainers and models, attended the event.

Lafuma’s first Shanghai Fashion Week live stage was broadcast live on Tmall (Taobao) website to China as well as all over the world. In the Tmall live broadcast, Lafuma celebrated the 88th anniversary of its founding and offered a wide array of gifts, including luxury travel kits, to Chinese consumers through a lottery, and held a special sale with selected items. Over the hour during which the live stage was aired, the number of visitors increased more than tenfold.

Lafuma, a brand specializing in climbing items, was established in 1930 in France, the home of outdoor items. The brand was named after the family name of its founders: Victor, Alfred, and Gabriel Lafuma. Currently, Lafuma ranks No.1 in sales in Europe and France and has entered the markets of 45 countries around the world including European countries, Hong Kong, and Japan.