On October 26, 2010, the urban men’s fashion brand VLOV once again made a strong appearance at the China International Fashion Week. Under the theme of “V Era,†designer Wu Qingqing presented over 60 collections that showcased the upcoming trends for the 2011 Spring-Summer season. This season's collection was not only visually striking but also carried deeper meaning and a stronger focus on sustainability and modernity.
Wu Qingqing explained that compared to the previous “V-ism†concept, “V Era†was more garment-focused and less about exaggerated techniques. The goal this time was to bring the brand's philosophy into a more tangible and accessible form—offering a clearer and more refined expression of what VLOV stands for. It was a step forward in making the brand’s identity more relatable to its core audience.
One of the key elements of this season was environmental consciousness. VLOV has always been committed to eco-friendly practices, and this collection continued that mission. By using sustainable materials and emphasizing responsible production, the brand aimed to inspire a new generation of young consumers who care about both style and the planet. This approach not only strengthens the brand’s image but also encourages participation in a broader movement of conscious fashion.
The design inspiration came from architecture, biology, and nature, reflecting a structured yet fluid aesthetic. The “V†shape, central to the brand’s identity, appeared throughout the collection in various forms—from the cut of the collar to the lines of the suit. For Wu Qingqing, the “V†symbolizes strength, stability, and individuality, embodying the spirit of modern urban men.
Purple, the signature color of VLOV, played a prominent role in the collection. It represents the blend of Western elegance and Eastern mystery, highlighting the brand’s global perspective. In the 2011 Spring-Summer line, purple was used as the main color, paired with white and black to create a balanced and sophisticated look. The collection was divided into three themes: “Purple Wind,†“White Rain,†and “Shady,†each offering a unique interpretation of urban masculinity.
Comfort and natural materials were also a major focus. The use of silk, hemp, and cotton emphasized both sustainability and wearability. T-shirts featured soft draping fabrics, while trousers incorporated innovative techniques like directional color splicing. Shirts had small stand-up collars or double-layered designs, with metal Hooks connecting the inner and outer collars for a seamless finish. Suits and jackets used hemp-cotton blends, with hidden seams and wooden buttons to maintain a natural aesthetic.
Overall, the 2011 Spring-Summer collection by VLOV was a bold yet refined statement of the brand’s evolving identity. With over 60 pieces, it offered a wide range of styles that resonated with urban men aged 25 to 35. Through thoughtful design, sustainable choices, and a clear vision, VLOV continued to solidify its place in the world of contemporary menswear.
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