Event Background
Milan, Italy, is a hub of artistic avant-garde and fashion elite. In September 2019, Chinese art women's wear brand Dikai Distinkidny returned to Milan Fashion Week after its Spring/Summer 2019 debut, hosting its 20SS new collection launch at the 16th-century palazzo Società del Giardino. As part of the "FASHION SHENZHEN" collective show, the event aimed to promote traditional Chinese costume culture and foster East-West cultural exchange.
Core Information
Dikai Art Women's Wear made its Milan Fashion Week runway debut with the theme "Journey of Retrospection," blending Eastern essence with modern design concepts. The designer spent months and went through dozens of processes to achieve a stunning creative presentation. The show attracted representatives from the Italian Fashion Association, Class Editori media group, luxury industry associations, business elites, fashion media, and senior buyers.
Founded in 2011, Dikai Art Women's Wear draws design inspiration from Eastern and Western painting art, focusing on original design and craftsmanship to create a youthful Eastern style. This season continues the "Forest" and "Spring" collections, using prints, tie-dye, ink wash elements, and imported triacetate, mulberry silk, and Tencel fabrics to showcase a fusion of nature, elegance, and urban classics.
Related Services
Towin PR served as the event planner and executor, providing overseas event planning, brand launch, and commercial event execution services. From venue selection (the 16th-century Società del Giardino), show setup, process management to media reception, we ensured the smooth execution of the event, helping the Chinese brand shine on the international stage.
Industry Insights
Chinese brands going global on international fashion weeks is a growing trend, but the key lies in maintaining Eastern cultural core while integrating international aesthetics. Dikai leveraged Milan Fashion Week as a platform to promote East-West cultural exchange through fashion, offering a replicable model for Chinese brands going global. Event planning agencies need cross-cultural communication skills and overseas resource integration capabilities to help brands achieve global expression.
Summary
Dikai Art Women's Wear 20SS Milan Fashion Week show concluded successfully. Towin PR, with its professional overseas event planning and execution capabilities, helped the brand showcase Eastern aesthetics. The event not only enhanced the brand's international visibility but also accumulated valuable experience for the overseas expansion of China's fashion industry.