LILY商务时装2026「大师大衣」新品预览会

LILY商务时装2026「大师大衣」新品预览会

2026年09月16日-2026年09月13日

上海 愚园路硅巷

项目传播

项目现场

LILY商务时装于上海举办2026「大师大衣」新品预览会，以「万国窗前，衣通东西」为核心主题，是品牌深耕26年商务时装赛道、融合国际化设计与本土穿搭需求的重磅新品发布企划，具备迭代秋冬主力品类、升级高端商务产品线的重要战略意义。

本次活动以沉浸式品牌展览为载体，以“窗”为核心叙事线索，整体空间造型简约高级、兼具海派雅致与国际极简质感，通过层层递进的场景制作，系统回溯品牌发展历程与大师设计理念，构建沉浸式品牌叙事场景。新品系列由前Max Mara设计总监Zoe Turner主导研发，重磅推出五大IP大衣矩阵，甄选澳洲美丽奴羊毛、山羊绒等高端面料，结合中国女性身形优化版型，兼顾保暖性能、廓形质感与职场穿搭场景。活动期设置大师对谈环节，品牌联合创始人与主创设计师深度拆解创作思路，同时邀请品牌代言人李沁现场演绎五大系列对应的当代女性形象，丰富内容层级与话题热度。

项目精准面向都市职场女性、商务时装爱好者与时尚达人，融合海派底蕴与国际设计视野，打破高端大衣品类溢价壁垒，同步开启新品预售。依托沉浸式场景陈列、明星流量与专业设计师内容输出，快速引爆时尚圈层社交传播，为秋冬大衣品类完成市场预热与品牌声量沉淀。

With the theme of “Window of the World, Fusion of East and West”, LILY Business Fashion holds the 2026 “Master Coat” new product preview in Shanghai. As a strategic annual campaign based on the brand’s 26-year accumulation in business fashion, it upgrades the brand’s high-end winter product line and realizes the integration of international design and local wearing scenarios.

Centered on the narrative clue of “window”, the elaborately designed exhibition space adopts a minimalist and elegant style combining Shanghai regional temperament and international aesthetics. The immersive scene layout reviews the brand’s development history and master design concepts in a progressive display form. Led by former Max Mara design director Zoe Turner, the new collection launches five major IP coat series made of high-quality Australian merino wool and cashmere. Optimized for Chinese women’s body shapes, the items balance warmth, three-dimensional silhouette and daily workplace applicability. During the event, authoritative designer dialogues interpret creative concepts in depth, while brand spokesperson Li Qin presents diverse contemporary female images corresponding to the five series.

Targeting urban professional women and fashion influencers, the project breaks the premium barrier of luxury coats with integrated Eastern and Western aesthetics. Supported by star effect, immersive display and professional content output, it triggers widespread social communication in fashion circles, completes pre-heating for autumn and winter coat categories, and realizes effective brand exposure and product pre-sales conversion.

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