City Follows Heart, Follows Shadows - Lee Spring 2012 New Product Launch

Lee, a legendary cowboy brand with a history of more than 120 years, held the 2012 Spring/Summer New Product Launch Conference on "City from Heart to Heart" at 800 Show, an emerging landmark in Shanghai. The theme of the activity "City of the City Follows the Heart and Follows" is a continuation and further understanding and explanation of the concept of "The City by You" in the previous season. Lee made the show a city of light and shadow, and the Taiwanese idol Ethan as a brand spokesperson took the lead in interacting with his own shadow and reinterpreted Lee’s passion and creativity for urban life. At the same time, in the fashion show led by Xiao Tian, ​​inspired by the design of the Los Angeles subculture in the 1960s, it was played in the costume of the new season. Whether it is the fashionable men's tobacco pipe pants, or the upgraded drill body cutting technology, or the newly launched women's urban knights series, all presented are new understandings and pairs of contemporary urban youth. At the same time, it also fully embodies the brand spirit and attitude of urban life advocated by Lee: authentic, passionate, unpretentious, optimistic and confident.

The opening show, Shadow Dance, dancers interact with their shadows

Lee presents a special gift to Ethan

Fun Lights, City Playground

Into this city playground built by Lee, the tall buildings scattered on both sides of the Central Avenue, light and shadow into the urban dream, the city became the home of young people. Afterwards, the chanting of the jingtian can also be described as "people do not move, shadow first", with the opening of light and shade show, Xiaotian's silhouette suddenly appeared on the screen, after a few seconds of silence, Xiaotian from the central Avenue at the end of the shadow Out, instantly blew the audience.

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As the shadow goes, the art of shadow

The concept “The City is Yours” has been upgraded again this season. Lee encourages more young people to embrace the city life, find their own playground in this concrete forest, and release their passion for the city. As a result, Lee teamed up with the Witches on the Internet to set off a gorgeous photography journey. At the end of the day, Lee will bring his own camera and record the stories of different cities. At the scene, the bustling also uploaded a trick from the station. Even if you can't get to the top of the city, you can use your photography technology to leap over the intercity line, just as the "photographing and filming" method used in the new season's advertisements. Lee will set off a new wave of “shadow” shooting trends so that young people can interact more intimately with the city.

阮 天 days sign on Logo Wall

Interviewed by 阮