Fur trimmings played a major role in Chinese luxury brand WOO’s AW19 Fashion Show

On April 2, WOO, Chinese luxury scarf brand presented their Autumn/Winter 2019 collection at a stunning fashion show during the Shanghai 2019 Autumn/Winter Fashion Week. WOO’s collection presented the theme “Phoenix Nirvana”. To create the collection Woo used fine cashmere and silk as well as Saga Furs’ fox and mink to interpret three oriental aesthetics: purity, transformation, and elevation. A Phoenix pattern, created with abstract artistic techniques, vividly expressed oriental feminine grace and charm in the collection.


Saga’s techniques fueled creativity

As always, cashmere and silk were two major materials that played a foundational role in the collection. Chinese traditional embroidery was employed in an abstract Phoenix pattern. In addition, fur trimming was also figured centrally on the runway. WOO’s collection presented nine different fur trimming styles which were all Saga’s techniques.

Examples of three different Saga Furs’ techniques: twisted, flowers, fabric+ 

WOO was established in 2002 in Shanghai Tianzifang, the first creative industry center in China. Over the past 15 years, WOO has been dedicated to enhance women’s sense of beauty and to make them feel more attractive and charming. WOO’s collections remarkable style includes fine cashmere, silk, fur as well as the exquisite oriental crafts. Today, WOO has 50 direct-managed stores around China.


Strong collaboration between Saga Furs and WOO

Saga Furs’ high quality fox and mink skins have been used by WOO for many seasons. Together with cashmere and silk, fur has become a signature material for WOO. Initially, working with fur in the most fashionable and various ways was a major challenge for WOO’s design team. However, since the team first visited Fur Vision in Shanghai in 2017, new design concepts and techniques from the Saga Furs Design Center have continually inspired WOO’s designers to use more fur in their collections. Saga supports WOO in many projects to deepen and expand cooperation between the two firms from organizing workshops to finding young design talents.

WOO’s design team is going to visit Saga Furs Design Center in the near future. We are looking forward to see more fantastic fur trimming collections on WOO’s runway and in stores.


Read about Saga Furs’ and WOO’s previous collaboration to find young design talents