ba&sh「悦」见松弛亚洲首展

ba&sh「悦」见松弛亚洲首展

2026年10月15日-2026年10月17日

上海 翡悦里

项目传播

项目现场

本项目为法国女装品牌 ba&sh 亚洲首场主题展览，落地上海翡悦里，联合《THE FACE》中文版共同呈现，品牌 2003 年由两位女性挚友创立，主打自在松弛的法式女装美学，本次展览作为品牌亚洲重要品牌叙事项目，回溯二十余年创作脉络，传递女性悦纳自我的内核。

展览以 “创作工坊、品牌回溯、当代影像” 三条叙事线索构建空间，整体采用柔和素白基底搭配自然原木软装，弧形曲面展墙弱化硬质边界，打造开放流动、富有呼吸感的观展动线；三大主题空间依次为 L'Atelier 创作工坊、La Rétrospective 品牌回溯厅、Happiness Therapy 影像体验区，制作上以模块化快装展板、环保可复用展具搭建，手稿、面料样卡、经典成衣与影像屏幕错落陈列，大面开窗引入自然光，将老厂房原生肌理与柔和展陈造型融合，弱化展览的距离感。活动期内容包含开幕专属时装秀、创始人亚洲首访对谈、品牌档案阅读、影像沉浸体验与打卡互动，现场首发品牌刊物，把抽象的 “松弛感” 转化为可触摸、可观看的时装故事。

线下活动与传播营销深度联动，开幕活动邀请品牌代言人、时尚媒体与 KOL 到场，产出访谈、秀场与空间实拍素材，借小红书、抖音等社交平台引导访客打卡生成 UGC，线上预热内容铺垫品牌历史，线下沉浸式体验完成心智落地，双向放大传播声量。

项目意义在于搭建品牌与亚洲女性的深度对话场域，跳出单品营销，传递 ba&sh 由女性为女性设计的品牌基因，将法式松弛美学具象化，巩固品牌差异化定位，深化亚洲市场品牌认知。

This is ba&sh’s first Asian exhibition named Joy in Ease, hosted at Feiyueli Shanghai in collaboration with THE FACE China. Founded in 2003 by two female friends, the French label focuses on effortless Parisian style. As a key brand storytelling campaign in Asia, it retraces over two decades of creation and advocates self-acceptance for women. Designed around three narrative chapters, the space adopts soft white backdrop and natural timber furnishings.

Curved display walls remove rigid edges to form a flowing visitor route. Three zones include L'Atelier workshop, La Rétrospective archive hall and Happiness Therapy media area. Built with modular reusable display fixtures, the exhibition arranges sketches, fabric swatches, vintage outfits and video screens. Large windows bring natural daylight, combining original factory texture with gentle exhibits to reduce audience alienation.

On-site programs feature opening runway show, founders’ first Asian talk, archive reading, immersive video and photo activities with brand-new publication release. The event and marketing form a closed loop: brand ambassador, fashion media and KOLs attend the opening to produce interviews, runway and spatial footage. Visitors are encouraged to post UGC on Xiaohongshu and Douyin.

Pre-launch online content lays brand context while offline experience solidifies brand perception. This exhibition builds dialogue between ba&sh and Asian women. Beyond product promotion, it communicates the brand’s female-for-female origin, materializes effortless French aesthetic, strengthens differentiated positioning and deepens brand recognition across Asia.

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