Top China brand Yishion gets support from Filipino fashionistas

MANILA, Philippines - Ask anyone what his favorite season is, and chances are it would be this time of the year.  The colder weather allows for more cuddling with loved ones, not to mention that this season is also synonymous with gift-giving.   

So it is the right time for Filipino fashionistas to take the opportunity to experiment and stand out from the crowd. With this in mind, retail brand Yishion is rolling out its latest collection for savvy teens and twentysomethings for the holiday season.

Joan Chung, Yishion brand owner in the Philippines, reveals the brand’s  Dainty, Paneled and Stripes collections.

Dainty collection is “meant for family dinners, reunions and get-togethers with relatives with its presentable and comfortable look. It is very feminine, light and breezy. Clothes are mostly made up of lace, chiffon and everything soft in material,” Chung added.

The Paneled collection is best suited for nights out with friends with its updated designs and mixed fabrics such as knits and wovens.

Chung notes that ladies should get the laced peplum top which flatters any figure. For guys, Chung recommends shirts from their Paneled collection, which will help them “stand out without exerting much effort.”

Chung says that what’s brilliant about the new collections is that everything can be mixed and matched and can still be used throughout the rest of the year. â€œOur inspiration is to present a holiday collection that is wearable throughout the year. Most of Yishion’s pieces are timeless. What we hope to achieve is that customers can buy them and wear them longer, because they are constructed to last,” Chung said.

Yishion was awarded as a China top brand and continues to enjoy huge patronage in China. At the moment, the fashion brand has about 5,000 stores worldwide.

Chung emphasizes that while Yishion traces its roots to China, the pieces are suited for everyone. “Fashion nowadays need to be competitive, which means we have to provide what the customers want. You will also notice that the Chinese are now starting to look to global fashion for inspiration and our collections reflect that global vibe.”

 A new player in local fashion, Yishion is fast gaining loyalty and support from Filipino fashionistas.  Their flagship store at The District in Cavite was immediately followed by a second branch in Shangri-La Mall in Mandaluyong. Chung reveals that sometime in 2014, Yishion is opening its third store at Fairview Terraces in Quezon City.