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Chinese beer brand makes it to New York Fashion Week

Updated: 2019-02-14 09:55:45

( chinadaily.com.cn )

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The show integrated Chinese traditions and Western street art on Feb 9, 2019 in New York city.[Photo provided to chinadaily.com.cn]

For those who love both fashion and beer, there’s good news: Harbin Beer, together with a number of well-known artists came to the New York Fashion Week for the first time in the event’s history, though it is usually hard to integrate them together to send cultural signals to the general public.

While China is celebrating Lunar New Year, New York Fashion Week is also on.

So, Harbin Beer, a brand owned by Anheuser-Busch InBev, the world’s largest brewer by production volume, together with its artistic director of “China Vogue”; Chinese calligraphy artist Zhu Jingyi; young designer Chenpeng and New York brand PONY, were invited to the fashion week to debut a crossover show integrating Chinese cultural elements and American street art in Manhattan.

During the show, tradition and fashion combined in fresh collaboration, artfully blending Chinese art with Western trends.

The “China Vogue” led by Harbin Beer from China showed the world a new image of young, innovative Chinese fashion culture as it made its crossover into New York Fashion Week.

Matt Che, vice-president for marketing at AB-InBev’s APAC region, said that as the first beer brand to land at New York Fashion Week, Harbin beer blends cultural confidence with the new fashion that the younger generation loves, interpreting the “new trend” in a cross-border way.

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