In the Shanghai Exhibition Center, embark on a journey back to the 60s, a glimpse into the future.

In the 21st century, do you still have a concept of 60s fashion? In the recent two years of popular trends, keen fashion observers have experienced a transformation of trends, from minimalist florals to vibrant colour blocks. These condensed elements of the era have always been filled with longing and imagination for fashion designers, bringing endless inspiration and expression.

The UOOYAA 2023 Winter Collection continues this romantic echo, taking place in an exhibition center with a long history in Shanghai. Under the dome that still exudes the retro trend of the 60s, a time-space journey of retro-futurism unfolds, reinterpreting classic inspirations through a modern design language, telling the story of youth and strength in this season's UOOYAA.

After the entire 2023 Winter Collection, there is a sense of enjoyment akin to flipping through the treasury of old times. The brand seems to have become more definite in showcasing the main theme of the new 2023 Winter Collection with a combination of retro elegance and futuristic delicacy. Founder Yin Jianxia depicts a confident and powerful fashion blueprint for women through the language of fashion, gradually approaching the dream-like life with utopian romantic silhouettes, paying homage to the future with clarity, ease, and avant-garde.

From the opening scene of models elegantly dressed in black and white striped A-line dresses, paired with retro Twiggy eye makeup, to the following chessboard-patterned knit dresses adorned with red prints, each look injects UOOYAA's unique sense of romance and rebellion into this retro dream. These imaginative color combinations, mixed with various elements, create a seemingly chaotic collision that unexpectedly exudes a sense of complete liberation and carefreeness, breaking away from all rules and constraints. The concept of "time and space" becomes fragmented here, and when picked up and reassembled, it presents a completely different appearance.

For instance, on the runway, they paired vintage-style women's Zhongshan jackets with striped miniskirts and sneakers, or combined fur jackets with oversized utility shorts. The urban women dressed in UOOYAA are fearless when it comes to mixing styles from different eras; they can effortlessly embody both retro and futuristic vibes.

Perhaps the progress of time may influence the aesthetics and trends of different eras, but UOOYAA's designs tell us that they are not limited to shining only in specific periods. Taking this as a starting point, UOOYAA continues to draw inspiration from the essence of each era while conveying the journey of "past, future, and present." They deeply explore the diverse states of modern women— independent, free, and full of vitality—in their social roles. Blending and soaring within the ever-flowing beats of music, this stylistic modern ready-to-wear collection shapes a captivating retro-futuristic declaration for this season.

On the runway, UOOYAA seamlessly incorporates the highly decorative design techniques of the 60s into this season's print and silhouette designs, centering the fashion expression around the theme of breaking away from traditionalism, embracing the characteristics of the era. As the founder Yin Jianxia explained in a post-show interview, the concept of this brand's grand show revolves around emphasizing women's independence, freedom, and strength. This concept aligns closely with the overall historical theme of the 60s in Western culture, emphasizing independence and modernization, which is in line with the brand's philosophy. Even the rotating Shanghai Exhibition Center, where the show took place, is one of the iconic architectural symbols of the 50s and 60s, and the essence of that era and its spirit were essential considerations for this grand show.

In harmony with the architecture of the Shanghai Exhibition Center's dome, the style unfolds with patterns and colors as the main thematic elements, abundantly present throughout the collection. These elements are showcased through special techniques such as jacquard, embroidery, and collage, adorning the garments and maintaining an invisible order in the seemingly chaotic atmosphere of parallel time and space. UOOYAA's homage to the 60s goes beyond surface-level tribute. The design silhouettes also carry this essence: from simple A-line mini skirts and generously inclusive neutral outerwear to playfully spirited bell-bottom pants and once-trending hunting-inspired elements, glimpses of the 60s are visible throughout this season. Fashion becomes a "key" here, connecting the past, present, and future.

As founder Yin Jianxia put it, "The essence of fashion is the values that people admire in a specific era. It's not just about the concept of clothing or fashion; it's more like a lifestyle that people pursue. Our understanding of many things is a part of fashion, so fashion is closely related to societal meanings and values." The future is just within reach, and the retro vibe seems to cast a heavy shadow on the velvet carpet, glaring and eye-catching, yet evoking a sense of eternal nostalgia. It closely resembles the retro-futuristic world that UOOYAA aims to portray, presenting a fascinating paradox.

Rather than capturing current social phenomena or fantasizing about the unknown future, UOOYAA's concept expression has always been about combining imagination from the past and future. This is why the brand has returned to the 60s. According to Yin Jianxia, it is not merely due to the diverse clothing styles of the 60s or simply responding to the retro trend. Instead, it is because the 60s held a strong value of advocating freedom. "At that time, women's calls and expressions were driven by these values, giving birth to various styles and creating the trends of the era." As a result, this new collection adopts more exaggerated silhouettes, but the inspiration is not a direct copy; it is a fusion of the past with more modern styles of the present. For example, in the opening show, a series of coats and dresses combine the simplicity of A-line mini skirts with Peter Pan collars, creating a playful clash. Another example involves loose men's jackets as the foundation, exaggerated in volume to form a completely new O-shaped inflated silhouette, combining the mindset of menswear to construct women's clothing, blending masculinity with dynamic feminine agility.

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Credit goes to MadameFigaro