Edition 10, autumn/winter 2014
For years the contemporary fashion scene has been dominated by American brands like Diane Von Furstenberg and Theory, although the French have also jumped on the bandwagon with labels like Carven.
In Asia, specifically China, where luxury sales are slowing down, there has been much talk about contemporary fashion being the next biggest market for growth. While countless of international brands have flocked to the mainland to capture a slice of this lucrative pie, the brand that I have my eye on is homegrown label, MO & Co.
Highlights from MO & Co’s autumn/winter 2014 collection
My first introduction to the brand was at Lane Crawford where I picked up a gorgeous but well priced tuxedo jacket by Edition 10, which is MO & Co’s high end sister label. After some digging, I discovered that MO & Co was actually launched in Guangzhou 10 years ago by creative director Jenny Kam, who wanted to create a line of fashion essentials missing from her own wardrobe. Over the years the brand became popular with the younger generation looking to experiment with their personal style. Now they have over 500 stores in China along with million dollar advertising campaigns starring the likes of Freja Beha Erichsen and Liu Wen.
What’s really worth talking about however are the clothes. While most local fashion brands are super girly and feminine, MO & Co looks more French than Chinese with boy-meets-girl inspired style and rock ‘n’ roll edge. Each season is very trend focused so for autumn expect printed baseball jackets, zip-up leather skirts with sheer hems and tartan jackets.
They also have a sister label, the previously mentioned Edition 10, which was launched in 2010 and focuses on more timeless silhouettes with a contemporary twist. The upcoming autumn/winter collection was recently showcased at the brand’s 10th anniversary celebrations and featured pieces I can envisage in my wardrobe forever (think of it as an affordable Celine) including a chic oversized coat, tops and dresses with a tie front detail and digital print blouses.
Mo & Co, autumn/winter 2014
While the brand is available in Greater China for now, no doubt it will go international soon.