Edition 10 Is Looking West
For Chinese labels, brand endurance is a tricky thing indeed, especially as perceptions of “Made in China” are still heavily stigmatized. But Edition 10 has its sights set on the long haul. As the high-end offering of Chinese ready-to-wear brand MO&Co., which originated in Guangzhou in 2004, Edition 10 has been making slow and steady, yet impressive headway with the help of brand director Jenny Kim. Geared toward spirited, urban women who appreciate both comfort and clothes with an edge, the label’s main aesthetic is “boy-girl chic.” Kim places a heavy emphasis on quality, materials, and technique—and she’s confident that Edition 10′s look and high production values have international appeal. “We began our international wholesale business in 2012, first with Lane Crawford, which has been a milestone for the company,” Kim told Style.com. “For [Spring '14]‘s market week, we will be presenting to international buyers and press in New York, London, and Paris, targeting top-tier retailers like Barneys, Selfridges, and Printemps.” With a strong network of stores in major cities throughout Mainland China, Kim is aiming to make Edition 10 the first pioneering Chinese womenswear range to really go global.
The brand’s Fall ’13 campaign is a testament to its goal of breaking into the Western market—familiar fashion faces Stella Tennant (whose video for the label debuts above) and Freja Beha Erichsen represent Edition 10 and MO&Co., respectively.
“Stella has a compelling strength that comes from within, which is way more powerful than fashion and beauty. She embodies a particular attitude and spirit of a modern woman that’s so relevant to our time,” Kim said. “As for Freja, she exudes this nonchalance and handsomeness that has become an elevated form of contrasting beauty.”
It’s important to note that it’s not uncommon for homegrown Chinese fashion brands to launch with great fanfare in the West, only to see their futures cut short rather ignominiously—Shanghai Tang and JNBY (Just Naturally Be Yourself) among them. But Kim is optimistic about Edition 10′s future in the West and elsewhere. “Our newfound confidence has instilled a certain vigor to our brand’s spirit,” she said. “And with our innovative campaigns each season, the brand is becoming much more prominent as a market leader.”
Edition 10 by MO&Co. is available worldwide via Lane Crawford’s Web site. Prices range from about $67 to $2,524.