[Asia Economy Reporter Yujin Cho] Shinsegae International's women's clothing brand VOV has launched a summer season 'Refresh' capsule collection for the 2030 generation enjoying vacations at home.
This reflects the clear trend of 'staycation,' where people enjoy quiet vacations at home or nearby hotels as traveling to distant places has become difficult due to the novel coronavirus (COVID-19). VOV planned products and related marketing in line with this change in leisure style.
VOV set the theme of this collection as staycation and named it the Refresh Edition to convey the meaning of mood change through it. The collection consists of bright and relaxed style products that allow you to feel like you are at a travel destination, whether indoors or going out near home or nearby places.
The Refresh Collection was released with a total of 17 items, including long dresses perfect for one-mile wear, blouses, and pants. It especially targets the MZ generation who do not want to give up their individuality and style even at home or in the neighborhood, featuring trendy design elements, vivid colors, and patterns.
Most of the dresses in this collection have a long length down to the ankles, balloon sleeves that look puffed up, and pleated decorations, showing a feminine yet sophisticated atmosphere. The voluminous dress design not only gives a bright feeling but is also comfortable for activities.
Also, bright colors such as blue and yellow, as well as seasonal popular elements like stripes and dot patterns, allow wearers to express their own sense of style. Most products use cool materials such as linen, which is another advantage.
The white blouse, featuring off-shoulder and square necklines, can be styled like a set-up when worn with white cotton pants or skirts, and the white long shirt dress length can be used like a jacket over sleeveless T-shirts and shorts, making it highly versatile.
VOV also released a special photo shoot aligned with the recently rising 'Eodigalrae Challenge' trend. The Eodigalrae Challenge involves synthesizing one's photo with backgrounds of tourist attractions and posting them on social networking services (SNS), becoming a trend amid social distancing due to COVID-19.
VOV showcased its summer looks against backgrounds of sandy deserts and palm trees of representative resorts and exotic streets of travel destinations. The photo shoot creates an optical illusion as if it was taken on-site, allowing viewers to feel the leisure of being at a travel destination just by looking at the photos.
A VOV marketing representative said, "Even amid recent social distancing, as movements to find personal fun and enjoyment in daily life increase, neighborhood fashion is also changing. We planned this collection targeting 2030 customers who want fashion for themselves, not to show others, enabling them to create comfortable yet stylish looks."
VOV's Refresh Edition is available at VOV stores nationwide and Shinsegae International's official online mall S.I.Village.
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