有兰彩色派对URLAZH 27SS新品发布

有兰彩色派对URLAZH 27SS新品发布

2026年10月11日

上海 西岸梦中心

项目预告

项目传播

项目现场

URLAZH 有兰「彩色派对」27SS 新品发布，落地上海 Gate M 西岸梦中心南区大筒仓，作为品牌 2027 春夏系列核心时装发布项目，以 “MORE COLORFUL, MORE FUN” 为主题，打造宠物友好型时装秀与户外艺术打卡空间，将多巴胺色彩美学融入日常女装，传递时装作为情绪表达载体的品牌主张。追溯历史背景，URLAZH 有兰长期以丰富色彩、松弛实穿的服饰语言著称，持续从旅行、生活日常与艺术图像中汲取灵感，拒绝单一固化女性风格，主张穿搭跟随心情自由变化。27 春夏系列延续品牌标志性色彩基因，融入小王子、生肖小羊、旅行与萌宠等叙事元素，把鲜活色彩、趣味印花与舒适面料结合，诠释日常场景下轻松自在的着装美学。

本次发布并非传统封闭式时装秀，而是将秀场、艺术装置、市集与派对融为一体，把服装的情绪色彩转化为可沉浸式游览、互动体验的复合型场域。项目空间与造型依托大筒仓原有工业肌理，在粗粝筒仓建筑基底上叠加波普拼贴式彩色场景，室内主秀场搭配简洁 T 台，户外区域分割为多主题打卡单元：纯色粉墙、蓝白欧普条纹墙、猫咪艺术装置、度假风黄色遮阳躺椅与大头贴自拍机，各组独立色块场景如同可走入的拼贴画作，高饱和色块相互碰撞，呼应本季 “彩色派对” 主题。

制作层面，装置采用轻质模块化板材与可移除 UV 喷绘，适配筒仓临时搭建规范，减少对原有工业建筑墙体的破坏；彩色立面选用哑光饰面，平衡色彩饱和度与拍照质感；软装道具、艺术雕塑采用阻燃环保材料，灯光兼顾秀场模特面料呈现与打卡空间的人像拍摄，整体装配式结构便于快速搭建与拆除。活动期设置两场时装走秀、彩色音乐派对、毛孩子市集、艺术共创、大头贴打卡与媒体嘉宾观秀，全程开放宠物入场，强化生活化、松弛派对氛围。

线下现场体验与传播营销深度绑定：筒仓工业底色叠加高饱和彩色艺术装置，自带社交传播属性，观秀嘉宾、KOL 与普通访客拍摄打卡，产出穿搭、场景、萌宠 UGC 内容，在小红书、抖音、微信等平台扩散；时尚媒体同步输出秀评与系列解读，线下秀场作为内容源头，形成工业空间沉浸式观秀 — 穿搭与场景内容创作 — 全网话题发酵 — 新品订货与零售种草的完整传播闭环。

项目意义在于，本次发布打破传统时装秀的专业圈层壁垒，将时装发布转化为面向大众的生活艺术派对，把色彩穿搭理念落地为可感知的空间体验；同时探索时装品牌工业遗址秀场、宠物友好、艺术装置一体化的发布模式，为国内女装品牌春夏主题时装发布提供生活化、强社交属性的落地参考范式。

URLAZH “Color Party” 27SS new collection launch takes place in South Silo of Gate M West Bund Dream Center, Shanghai. As the core fashion launch event for the brand’s 2027 Spring-Summer line, themed “MORE COLORFUL, MORE FUN”, it combines a pet-friendly runway show and outdoor art installations, integrating dopamine colour aesthetics into everyday womenswear and conveying the brand’s belief that fashion carries emotional expression.

Historically, URLAZH is well known for rich colour palettes and relaxed, wearable silhouettes. Drawing inspiration from travel, daily life and visual art, it rejects fixed stereotypes of femininity and advocates mood-driven dressing. The 27SS collection continues the brand’s signature colour DNA, incorporating motifs of The Little Prince, zodiac lamb, travel and pets. It blends bright hues, playful prints and comfortable fabrics to interpret casual dressing for daily scenarios.

More than a conventional closed runway presentation, this launch merges runway, art installations, market and party, translating the emotional colours of garments into a multi-functional venue for immersive visits and interaction. The spatial styling retains the raw industrial texture of the silo, layered with pop-up collage colour scenes. The indoor main venue features a streamlined runway, while outdoor zones are divided into themed photo corners: solid pink wall, blue-and-white op-art stripes, cat sculptures, vacation-style yellow lounge chairs and photo booths.

These independent colour blocks form walk-in collage paintings with clashing vibrant tones echoing the “Color Party” theme. In fabrication, installations adopt lightweight modular panels and removable UV printing, complying with temporary construction rules and protecting the original industrial structure. Matte finishes on coloured facades balance colour intensity and photographic effect. Soft props and art sculptures use flame-retardant eco-materials. Lighting highlights fabric details on runway models while optimizing portrait shots in photo zones. The prefabricated system enables fast assembly and dismantling.

During the event, two runway shows, colour music parties, pet market, art creation workshops and photo booth experiences are available. Pets are welcome throughout the event to strengthen the laid-back party vibe. On-site experience is tightly integrated with marketing communication. The contrast between industrial silo backdrop and vivid colourful installations creates highly shareable assets. Guests, KOLs and visitors generate UGC content of outfits, scenes and pets across Xiaohongshu, Douyin and WeChat. Fashion media publishes runway reviews and collection analysis.

The offline show acts as content origin, forming a closed loop: immersive runway experience in industrial space, outfit & scene content creation, cross-platform topic amplification, order placement and retail conversion. This launch breaks the professional boundary of traditional fashion shows and transforms fashion release into public lifestyle art party. It translates colour dressing philosophy into tangible spatial experience, exploring a model combining heritage industrial venue, pet-friendly concept and art installation. It sets a reference for domestic womenswear brands to deliver lifestyle-oriented, socially engaging spring-summer fashion presentations.

-end-

图片及内容来自网络及品牌公开信息，出处见网络

文字来自 AI 编辑完成，AI信息自我辨识