Subversion rules YOHOOD2018 global trend carnival as the assault on the weekend

The 6th "YOHOOD 2018 Global Trend Carnival" was once again swept in Shanghai at the Shanghai World Expo Exhibition Hall from August 31 to September 2, 2018. This year's YOHOOD theme is [RENEW THE RULES] - subversion rules, naturally bring you more fresh and interesting trends.

Different from previous years, this trend show has two special sections: [THE WORLD] and [RISING CHINA], focusing on YOHOOD's theme this year - "RENEW THE RULES", which will bring the domestic and international trends to a passion and surprise. Surprise. In addition, before the reservation, the exhibition was popular with popular trends, trend culture forums, and mars trend markets. This carnival also opened more new fields and plates, adding art and tide play. The section, as well as street dance, e-cigarettes and skateboarding competitions, made the exhibition more informative.

The trend artist RON ENGLISH designed the main visual elements for the exhibition, and presented a series of in-depth cooperation content, including derivatives, which made everyone feel bright. YOHO! will also launch an event online to meet the unprecedented enthusiasm of the show after the show. YOHO! is trying to make the annual YOHOOD the annual festival of the trend. During the exhibition, many well-known commercial brands, street-shops, gourmet shops and bars launched a wave of activities on the periphery of the exhibition. At the weekend, the trend was reveled, and everyone gave it a new title - YOHOOD WEEKEND .

Domestic and foreign tide brands join forces to cooperate, all kinds of tide products appear YOHOOD

As the top trend carnival in China, the brand lineup of YOHOOD entering the sixth year is naturally more powerful. More domestic and international excellent trend brands support, and they have brought their world-first single-item and limited-edition series to the YOHOOD site.

Based on the maturity of the domestic trend market, the influence of YOHOOD itself is also increasing. More and more brands choose to cooperate with YOHOOD in depth, tailoring for the majority of trend lovers in China. They have Chinese culture and can go international. A new item on the stage. In addition to the international leader brand HUMAN MADE, which has been exhibiting in the past few years, with his "Zoo", he is the newest autumn and winter product, RIPNDIP drives his ice cream truck to let everyone feel the taste of the most RIPNDIP, STAPLE brings the most comprehensive exhibition in history. In addition to the Scratch Award, Japan's Shinjong Street brand GOD SELECTION XXX is the first time to visit the domestic trend show, and will include the limited items such as the BEARBRICK co-branded items on the spot.

In addition, including the uniform experiment, PLACES+FACES, FAMT, IRENISGOOD, X KARLA, GEO, M+RC NOIR and other new international brands, the latest products are presented to everyone. What's more worth mentioning is that all the above mentioned brands have started the cooperation of single items or series in YOHOOD, which also makes the domestic tide people contact the latest international trend items for the first time, bringing strong to the scene. The sensation and the party's carnival.

In addition to the world's top fashion products, the brands participating in the [RISING CHINA] exhibition in this exhibition are not to be underestimated. In addition to the mature national tide designer brands that have entered the international market, there are already quite a few domestic brands. The famous RANDOMEVENT, TYAKASHA, ATTEMPT, RED CHARCOAL, COMBACK, ENSHADOWER concealer, FMACM, UMAMIISM and other national brands have landed this YOHOOD exhibition to help [RISING CHINA]. Of course, more new generations of Guochao brands have joined this exhibition. In addition to the attitude of promoting their own brand trends at the exhibition, they are also able to cooperate with some well-known international brands to bring you more amazing items. And cooperation.

Among them, there are three Guochao brands that have been concerned about this time, and some of the classic street fashion brands in foreign countries have cooperated to launch a limited number of items, including: CARROTS By ANWAR x AKOP., STAPLE x RED CHARCOAL, THE HUNDREDS x COMBACK. In this way, the cross-border joint name is that foreign brands pay attention to the growth of the Chinese market, and are also the signs that the quality, culture and attitude of the local trend brands are gradually maturing. In addition to the YOHOOD show and the exclusive sale of the platform, the related products will be displayed and sold on overseas exhibitions and channels. Of course, the promotion of the entire cooperation plan, YOHO! In its strong push.

Vans is the brand party that attends every year. This time, the N(3)XISM STUDIO design studio from Shanghai is invited to come to the scene to bring more pure street culture to the people on the scene. Presumably, the integration of street and fashion, after all, will wipe out more possibilities. And one of Vans' most important marketing activities of the year, House of Vans, was moved to YOHOOD. The entire House of Vans area includes skateboarding competitions, music lessons and on-board teaching of skateboarding, and more interactive experiences that everyone is interested in. It also makes the people feel the novelty brought by the scene.

NIKE and NikeLab also landed in YOHOOD. In addition to the “Nike” series, NIKE is full of Chinese elements. It also upgrades the sneaker customization experience at YOHOOD, and attracts users with SNKRS STASH. The special sale form; Taiping Bird Men's This well-known domestic brand is following the 2016 lab and the 2017 inconvenient store. This year brings a newer gameplay, allowing the audience to stop in line, the Taiping Bird Men's Wear is also with YO. COFFEE cooperated to launch creative coffee; and PUMA as the cooperation brand of this YOHOOD custom package, in addition to bringing 50 years of SUEDE, it also brought the latest shoes RS-0, more brand spokesperson Liu Yuran, already known as Rapper Ghost and Bboy Danny for his platform; in addition, ECCO booth invited Xiong Yuqi and custom master Ziv Lee to interact on the spot, Yuan Yawei sentiment to help the NBA booth, bringing more surprises.

Trend ICON gathers YOHOOD, exciting interactions

Each session of YOHOOD will attract the participation of the brand owners. As the star, the people no longer simply gather together because of the performance, but also bring the trend content accumulated for one year to everyone. The four star managers invited by the conference came to the exhibition area of ​​their own brand, and interacted with the friends on the spot. YOHOOD is more like an annual global gathering.

As a trend icon, Yu Wenle brings her own brand MADNESS to the show every year, sharing her exclusive new products with the audience and fans. This time, he will talk to his good friend and general experiment manager, Qing Yonghao, and present his own views on the current phenomenon, so that he can use his own experience to guide young people to find their own taste and lifestyle. . SMG principal Lin Junjie initiated a dialogue with the famous pop artist RON ENGLISH, who designed YOHOOD's main vision, and collided with art and pop culture, showing more possibilities for art. Luo Zhixiang, who came to YOHOOD for the first time, took his STAGE and showed everyone his design skills. As a new friend, Luo Zhixiang used his understanding of the tide brand to bring you no. The same Booth show, with the ancient neon 橹黝}, blue and pink as the main tone of the platform, get rid of everyone's previous understanding of the tide brand, not only black, single color is the tide brand. As a veteran sneaker enthusiast and collector, Luo Zhixiang has brought a limited edition of his own sneakers for a long time to share with you. There is also a heavyweight overseas manager, Qing Yonghaowen, who has experimentally improved the young formalwear with the Uniform Experiment created by Fujiwara, breaking the concept of formal dressing in the popular tradition. The last thing I have to mention is NIGO? Since 1965, he has become the creative director of YOHO! Every year, he will bring you different surprises: 2015 Hand-Coffee, 2016 Military Bags, 2017 In the year, I was accompanying and chatting with everyone. This year, I created my own Booth with the theme of the zoo. The large-scale iconic polar bear is the main display area, and the interactive audience also got the three-dimensional puzzle of the corresponding zoo. At the same time, as the global creative director of UT, UT brought by YOHOOD 2018 is also full of surprises.

As the father of the domestic trend, Lee Sunsen and his SUBCREW will have different design themes every season, this time is no exception. He also joined the skateboarding legend Steve Caballero to launch special co-branded dolls; as an old friend, STAYREAL brought its STAYREAL Café to the YOHOOD scene, subverting the previous rules, bringing a new concept design, integrating trend culture into eating and drinking, once with Come to the super-attended "Times of Sharp" character exhibition and delicious tongue, and take you to the full day of creativity. Although Mayor Ashin was absent from the scene in May, another well-known Taiwanese artist, Fu Erliang, came to the scene to share the latest trend goods. There is also Han Huohuo with his own brand AKOP. Meet everyone, in addition to the new single items, there are also overseas brand cooperation series CARROTS By ANWAR x AKOP.

In addition, Guo Junchen, Cheng Yingxi and other celebrity artists also appeared in the YOHOOD major booths, interacting with the audience. Lin Yanjun, a member of the NINE PRECENT (Idol Trainee) who just debuted, also landed at the show to share his current attitude and his interpretation of the trend culture. At the same time, we met the major tides in the event, as well as the trend opinion leaders, greeting each other constantly, surprises again and again.

RON ENGLISH leads many artists to talk about trends in artistic language

YOHO! After the famous artist FUTURA was invited to design the main vision for YOHOOD last year, another great artist RON ENGLISH was invited to come to the company in 2018, bringing a topic and freshness to the trend show.

As the most prolific and well-known Pop artist today, RON ENGLISH has created 12 new paintings for this YOHOOD, which will be exhibited for the first time, one of which is based on his famous painting “THE LAST SUPPER” "The concept of the last supper and the American classic breakfast cereal role re-created the work "POPAGANDA LAST FAT BREAKFAST" caused the topic. His original paintings and prints were rarely exhibited at this exhibition, which were rarely featured in previous RON ENGLISH art exhibitions. RON ENGLISH also brought impromptu graffiti to the exhibition. The three-day creation made the audience feel the perceived experience brought by the most authentic art. Fans can not only buy the world's first limited-edition dolls, but also have the honor to get RON. The autograph of ENGLISH, you must know the value of the works signed by the artist in any era will increase.

The ICE-GRIN POP-UP ice cream shop, which was launched in Shanghai Xingye Taikoo Hui, will be moved to the scene to make up for the regrets of the audience who have not yet experienced creation and deliciousness. RON ENGLISH and JJ Lin Junjie, who is also the brand manager, have interactive exchanges and discussions at the scene. It can be said that artists from two different fields collided with different sparks in the same place during the same period. More RON ENGLISH design or inspirational derivative products and the latest sculptures were re-sold within three days of the conference. As a benefit, RON ENGLISH will also sign the special dolls for the exhibition, which also makes RON Fans of ENGLISH and the people who are interested in fashion art are full of blood.

As a new business segment of YOHO!, Trend Art has made its debut at YOHO! This year, it brought YO!GALLERY and YO!TOY two exhibition areas.

YO!GALLERY brings together the latest works from more than 50 artists from around the world. They include the new creations of Xu Zhen and Zhao Zhao, the leading figures in the Chinese art world, as well as the latest works by young artists. There are also many works by artists from the United States, Canada, European countries and Japan, South Korea, and Singapore. Most of the works of art are debuted in China, including five-meter-long giant paintings and more than 2 meters. High sculptures, as well as various forms of space works, video works and other rich art forms, try to make the young people coming to the scene have a new artistic experience. In addition, YOHO!, as a promoter of Chinese trend culture, also tries to help more young people with dreams to take their first steps in the art field. This time, we have set up the unit of NEW GENERATION for those There are dreams, young art practitioners who are pursuing to provide the help they need, to complete their own artistic creations and present them to the public at this YOHOOD.

YO!TOY selected nearly 20 artists from all over the world to publish the trend art toys for the conference, including the super-qualified venues of the predecessor JASON Freeny from the United States, as well as the sculpture debut of the Japanese master Akira Kurosawa. The first trend art toy of China's popular young artist Lu Pingyuan; the first Chinese exhibition of the trending art toy of the young Korean leading artist GRAWFLEX, the special color matching doll brought by the graffiti artist ARTIMEJOE, and the artists from Japan, the United States and Europe. The YOHOOD scene also arranged a number of artists to sign and interact with consumers at close range. Most of the tidal works are hard to find and double in value. I believe that I will definitely turn the scene high. I believe that trend art will also affect the lives of young Chinese consumers through YOHO! and YOHOOD.

Trend lifestyle is subverted, eating and drinking new concept

The hundreds of street fashion brands in the exhibition will set up different interactive areas, which will make every booth in front of the exhibition crowd. The activities of this year's new section also attracted many people from different circles to make three days. The popularity of the scene was overwhelming. The VANS skateboarding area has always been an area that is very popular among the exhibitions. The wonderful performances are dazzling. Mars trend market has its creativity and diversity, and it will surely get a lot of crowds. The trend dining area will bring all kinds of popular foods from around the world to summon food. The influx of people, such a rich and exciting content presentation, also made the audience at the scene a big hit. The International Steam Masters Tour Finals introduced by VAT was put on the stage of YOHOOD this year. The steam smoke masters from all over the world will use their mouth to let the audience feel the unique art culture of steam smoke. In addition to the international street dance competition presented every year at the show, there is still a hip-hop battle in this exhibition, which will undoubtedly allow more otakus to leave the house and feel the visual impact of street fashion culture. YOHOOD wants to create a new way of life that combines art, life and trend. It has its own trend, choose its own trend culture, and build its own trend ecosystem. This is what YOHOOD wants to pass this year. The thoughts conveyed to the audience.

Like last year, mars is still an area where YOHOOD brings online users to offline entities. This trend-life guide app, which was created by YOHO! Group Inc., has repeatedly appeared on the App Store homepage in 2018, and this year it has brought the airport market-themed mars market. Mars' first-time shipbuilding LifeMart flash convenience store will showcase a wide range of lifestyle brands from New York, even Vintage and vintage records. Trendy life and a variety of cuisines are inseparable. Mars airport's dining space includes coffee, burgers, and molecular ice cream, which infiltrate the current into every detail of life. The CityHub City Map Community, which has just been launched, encourages users to post live and “grass” trends. The original intention of the mars APP design is to lead everyone to have a fresh and interesting trend lifestyle.

In addition to the mars area, there are several exhibitions that are worthy of recommending to everyone. They are the strongest joint exhibition in STAPLE history and the PLACES+FACES photography exhibition. STAPLE will count all successful joint projects since the birth of the brand, including the STAPLE X NIKE DUNK SB that was fired at the price of the year; and the job is actually photography, the sideline is the PLACES+FACES to make clothes and the team will be shot. The red photography was brought to the scene of YOHOOD and shared with everyone.

In addition, RANDOMEVENT launched the THE YARD limited store, moved the fountain and MTSS sculptures to the exhibition site, and also launched the RANDOMEVENT "RECHO" music section CD on the spot. IRENE KIM, the fashion and beauty blogger of the hottest and coolest horses, will also come to the YOHOOD scene with her brand IRENEISGOOD to open his first road to China.

The food that people pay attention to in the tide of food will naturally live up to the expectations of everyone. Come to the food district, burgers, coffee shops, fried chicken shops, and so on. This weekend is really fascinating.

The YOHOOD exhibition this week is a carnival night that is the trend of the whole city. It is YOHO! Not only in the venue, but also as much as possible to bring you the trend of the single product, more consultation and ideas, more in the pavilion Doing things outside, and different brands to create a different trend of the game, with YOHOOD as the center to infiltrate the trend of the trend into the blood of every young and trendy person in Shanghai and even the country, this is the culture that YOHO! hopes to convey through YOHOOD. Every young person or person interested in the trend has his own understanding of the trend, and also has his own way of interpreting the trend life.

YOHOOD has been developed for six years now, and the innovative YOHOOD has indeed led many new trends and lifestyles for young people interested in trend culture, abandoning the inherent views and going in the way they agree with. Subverting the inherent rules, this is - RENEW THE RULES.

YOHO! As one of the most influential trends and cultural communication platforms in China and the world, YOHO has been deeply involved in the trend industry for 13 years, from trendy media, activities to retail, and has made diversified commercial layouts. YOHO! is committed to providing trend information, merchandise sales and services to hundreds of millions of young consumers in China. It also promotes a healthy and global lifestyle, and will continue to promote the exchange of trends and cultures at home and abroad to promote the trend of China. The development of culture and the development of China's trend industry ecology is the dream and future of YOHO!