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Shanghai Fashion Week AW21 (April 6-13) is here and with that comes some label lickin’ goodness courtesy of the Week’s LABELHOOD, home to the most titillating China Fashion tantrums, showcase (April 7-11). Temper presents the 5W on our favorite of the day. Mmm? Momonary: Check!

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Who?

With a romantic personal style, after graduation, Central Saint Martins grad Zeng Yue began to sketch the leafy lovey path of branding, but the business world is not the same as a party greenhouse; designers need to compromise between style and brand survival.

The Momonary brand wants to paint a lively picture of oriental girls. Designers are constantly traveling to museums in Asia, patiently learning, trying to recreate the beauty of the East that remains hidden in time.

What?

Like many designers before him, Zeng founded his own brand with the simple idea that it was too difficult for him and his friends to buy clothes they liked. “Generally clothing is divided into fabrics and structures, but most designers focus on only one of them.” Zeng said, “But I personally like the fabric and structure are very rich clothing, so sometimes it is difficult to buy my favorite clothes.”

Lantern skirts, corsets, court heap sleeves with wrinkles to create a flower-shaped profile, brushed on fruity yellow and orange green, as if the garment has had a taste of some lively sour grapes. A flower path unfolds on a stitched vest, the lantern-hanging pavilion stands proud on the slope of a top.

When?

Zeng first studied at the School of Fashion Design of Donghua University and the Japan Institute of Cultural And Clothing. Before moving to London. Momonary came to life in April 2019 and in 2020, Zeng entered the official schedule of Shanghai Fashion Week (SFW).

SS21, then. The book “English-Chinese Garden” records that “Chinese style” was once popular in the European garden design community, chessboard-like gardens acting as the hidden touch of fun: pagodas, waterfalls, arch bridges, the works. The exotic oriental elements have a wonderful balance that stirs up our imagination. During SFW in October 2020, Momonary launched a brand-new collection inspired by Chinese gardens at the BFC Bund Financial Center, receiving a pretty decent response.

Fast forward to the next hotspot in town, Momonary attended the LABELHOOD Showcase during SFW AW21, where they continued the chosen path of creating an illusion to razzle dazzle those watching. Momonary sometimes runs in the green mountains and forests, sometimes indulges in ancient ruins, never afraid, always playful. The brand’s signature quilted flowers and rivets circle around the huge skirt braces, mimicking the wooden structures of ancient buildings.

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Where?

Momonary is currently based in London.

 

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Why?

As far as Zeng’s concerned, extensive research is in-depth research, And the rocky yet adventurous path to individual and intuitive development. The brand’s painting, printing and fabric construction are all part of the sustainable expression of the designer’s personality. It’s about making choices.

 

Get your pockets full of Momonary posies via

Instagram: @momonary_

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

IMAGES: COURTESY OF MOMONARY
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Elsbeth van Paridon
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