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Recently, the Spring and Summer 2010 New Collection Launch of a well-known apparel company was held in the multifunctional hall of Haiyin Bin Fashion Square. Coincidentally, this event featured a total of six fashion brands, spread across two days. On the first day, the flagship brands—Rolladolls Black, Rolladolls White, and mjmj—were showcased. The exhibition space and stage design drew inspiration from the magical forest of fairy tales, setting the tone for the Spring and Summer 2010 fashion season.
This season, Rolladolls Black took inspiration from the 80s disco rock era, incorporating military-style badges and insignias into its designs, while using bold, saturated colors to challenge traditional fashion norms. In contrast, Rolladolls White’s collection was more aligned with the theme unveiled that day, featuring pastel and candy-colored outfits that echoed the whimsical charm of a fairytale forest. The models’ performances and the stage setup further enhanced the magical atmosphere.
mjmj continued to evolve by blending classic elements with bold new twists. The brand experimented with various styles—restrained, sexy, innocent, or playful—showcasing a versatile range of personalities through its designs.
The second day of the event featured HA’Poppy, Jonita & Co, and Sha Lei. The theme centered around summer beaches, sunshine, and a fresh, lively vibe. HA’Poppy’s collection embodied a mix of coolness, luxury, and glamour, reflecting a personal interpretation of summer. The brand’s Spring and Summer 2010 line began with a vibrant, colorful journey and transitioned into a more understated, luxurious urban night aesthetic. Mysterious black, deep blue, and Roland purple were key color choices, paired with lightweight, transparent fabrics that created a soft, ethereal look—perfect for any wardrobe.
Jonita & Co remained true to its refined and elegant style, focusing on clean lines, precise tailoring, and high-quality materials. Their designs catered to both professional and casual settings, offering women versatile and stylish options for everyday life.
Sha Lei took inspiration from ink painting this season, with spring blossoms as the central motif. The collection used a variety of fabrics and delicate stitching techniques to express a woman’s inner desires and aspirations, resulting in a graceful and sensual aesthetic.
Overall, the event was a celebration of creativity, diversity, and innovation in fashion, offering a glimpse into the upcoming trends for the season.