London-based fashion label Knwls is taking a significant step into the Chinese market with an exclusive capsule collection at ENG, a concept store in downtown Shanghai. Known for its daring designs, the brand brings a fusion of Eastern and Western aesthetics to China’s fashion-forward crowd.
Co-founders Charlotte Knowles and Alexandre Arsenault have created a line that speaks to the confident, modern woman. Their signature body-conscious silhouettes now embrace Chinese symbolism with hand-cut dragon motifs on skin-tight dresses and tops. These powerful images, representing strength and good fortune, are expertly printed on Knwls’ pieces.
The playful side of the collection is showcased in cat-ear hats and matching cardigans in warm caramel and soft pink hues. These whimsical additions are sure to catch the eye of Knwls’ target demographic – fashion-savvy women aged 18 to 40 who aren’t afraid to make a statement.
Sustainability remains at the forefront of Knwls’ ethos. The brand incorporates eco-friendly Tencel, a wood pulp-based lyocell fabric, into several pieces. The kitty long-sleeved top is a prime example of how Knwls seamlessly blends environmental consciousness with its distinctive aesthetic.
Alexandre Arsenault shared his thoughts on this strategic move: “This is a major opportunity for us to engage directly with Chinese customers and build trust in the region.”
The Shanghai pop-up features a giant cat installation that serves as a bold visual representation of Knwls’ playful yet powerful identity. This eye-catching display is sure to attract curious shoppers and fashion enthusiasts alike.
©Photo: Knwls