On March 28th, 2010, China International Clothing & Accessories Expo (hereinafter referred to as “CHIC”) was opened on schedule at the Beijing New International Exhibition. The well-known menswear company Lomond Group, together with its fashionable casual brand XLMS (Xingmei Lion), made its debut at CHIC and displayed the unique charm of the “Curse” cultural brand.


At this CHIC exhibition, XLMS has a total area of ​​160 square meters.


At this CHIC exhibition, XLMS (Xilimei Lion) exhibited a total area of ​​160 square meters, and the clothing display area and the business negotiation area were equally divided. In more than 80 square meters of clothing display area, a total of more than 100 sets of fashionable products of XLMS (Helimeishi) are displayed in the next season. Adhering to the two major themes of “Following elegance” and “Non-motion conjecture” since its inception, the first time to participate in CHIC, XLMS (Mermaid) integrated brand appeal and style through the integration of elegant, stylish and sporty performance elements. The interpretation was perfect.


XLMS deliberately highlights the idea of ​​"diagonal fun"


In the design of the exhibition area, XLMS deliberately highlighted the idea of ​​“diagonal fun”. The designer cuts a five-metre-wide concrete wall diagonally into a piece of a triangle, challenging the "level" and absolute "vertical" concept of traditional architecture with "diagonal" lines, blurring "openness" and "deviation". The relationship of "closed" shows the interest of "line" and "face" and three-dimensional space in three dimensions. “But from the layout of the exhibition area, we were divided into three areas: snooker, equestrian, and otaku. The first two are gentlemen's movements. The latter is actually more to show that many young people are more popular nowadays. A way of life, 'home' is also a 'surge.'"


CLASSICAL and HIGH FASHION that the brand has always advocated


The reporter found a circle in the exhibition area and discovered that in addition to the basic clothing display, the scene also features a lot of relaxed atmosphere for young people. Black velvet helmets, red and gray staggered shirts, handsome breeches and riding boots, as if to return us to the golden age of the British aristocracy; snooker cue and other equipment, let us recall England veteran Joe Davis (Joe Davis), Steve Davis, modern Jimmy White, Mark J Williams, and Ding Junhui with the title of "Oriental Star"; young The mix and match style of people's homes has reminded us of the sharp-going and nerdy influx of the Internet. The brand has always advocated CLASSICAL and HIGH FASHION.

Founded in 1966 in the UK, XLMS has always adhered to an independent, self-individual fashion road. At the same time, it included the delicateness and diversity of Japan and South Korea. The product wins with bold lines and emphasizes the evolution of sports fashion. , The pursuit of the British gentleman's elegance into the fashion trend. In 2009, the brand management company of the Luomeng Group, a leading player in China's garment industry, signed an agent for the XLMS apparel brand in China with Anglo brand company in the UK, and inject RMB100 million to establish Ningbo Xirimei. Fashion Co., Ltd. integrates product R&D and production, brand promotion, and marketing operations into a whole and conducts full cooperation, and is solely responsible for expanding the Chinese market. In December 2009, the brand's first flagship store opened in Ningbo Tianyi Square. Currently, there are a total of 10 stores in Zhejiang Province.

As a new brand that has just entered the Chinese market, XLMS hopes to use the CHIC platform to attract more people from the industry to increase its brand awareness and influence in the country and increase the number of stores to 100. Home's first annual goal!