Looks from Yu Mei’s Autumn/Winter 21 collection. Images supplied.
It’s been a busy few months for celebrated leather goods brand Yu Mei who debuted a chic digital runway presentation for the brand’s Autumn/Winter 2021 collection and opened an elegant new store in Auckland.
In under forty-eight hours, Yu Mei founder Jessie Wong transformed her brand’s Autumn/Winter 21 live runway into a New Zealand first. Set to debut at City Gallery Wellington, an increase in alert level restrictions at the time saw the live event become a digital presentation. Thirteen models took to the ‘Digital Runway’ dressed in a tonal palette of handbags and garments by the brand.
“My vision for the video was to have a subtle, almost art heist theme – it’s a little subversive with the switching of the bags and a fast pace of walking,” says director Sebastian Hunt. “The models are walking around the gallery and it’s all about ‘The Art of Packing’ yet there’s an undercurrent of danger and debauchery. As my directorial debut, this project was easy for me because Yu Mei was very accommodating and Jessie and I have similar taste.”
Co-styled by Dylan Richards, the models showcased an assembly of leather goods in neutral shades and shapes.
“For the Yu Mei presentation, we worked with a wardrobe in a tonal palette of neutral colours. Pairing them in a pulled back and sophisticated way, the looks don’t need to shout. This is for a woman with quiet confidence, who walks with purpose,” says Richards.
Collection favourites include the Vi Bag with its scrunchie strap detailing and the highly functional Milly Bag. ‘The Art of Packing’ speaks to Yu Mei’s regenerative practices and utility. Catering for everyday needs, the range includes smaller slimline pieces: an eyeglass case, a document folio, makeup bag, cardholders and envelopes that slot into the functional handbag range.
“With no NZFW week last year, and the need for us to connect with customers and the fashion industry we wanted to produce a live runway show that demonstrated the brand’s progression over the past 18 months,” says Wong. “Throughout the disruption of Covid-19 last year, and again this year, Yu Mei has seen sales and brand growth that we are extremely proud of and we were determined to continue with hosting this show.”
“With the development and launch of our digital platform Club Yu Mei during lockdown last year we were in a position to be able to pivot and jump on this opportunity to produce the Art of Packing Digital presentation, the result of which is even better than we could have imagined. I am so grateful for the talented team of people that have managed to make this happen,” she adds.
Yu Mei is designed for the forward-thinkers, the organisers and the lovers of luxury. The brands Autumn/Winter 21 range certainly has us ready to board, heading to our dream destination. The Art of Packing film can be viewed on Yu Mei channels under “Club Yu Mei”.
Last week saw Yu Mei open it’s boldest retail concept yet, at 8 Kent Street, Newmarket. The new Yu Mei lounge is a 129sqm space that will be home to a range of innovative retail and brand concepts. Yu Mei aims to blur the boundaries between retail brick-and-mortar and the brand’s growing digital retail presence. The residence-style space was designed by Knight Associates to include retail, lounge, gallery and event spaces which the brand will use to support the visual arts community.
“The last 18 months have really accelerated our focus on linking retail and online,” adds Jessie Wong. “Our social and digital platforms have always been strong channels, and with the launch of our Club Yu Mei platform during lockdown last year we’ve now a burgeoning community of Yu Mei advocates who are smart, insightful and tech-savvy – we need to continue to innovate while providing them a space to meet, and engage with our brand, and that’s what’s driven the ideation around this new Lounge concept.”
Yu Mei’s Newmarket Lounge. Image by Simon Wilson.
Images supplied.