What is “cool”? “Cool” represents an initial intention of simplicity, constant perseverance, and ongoing passion, as well as confident and intuitive judgments. As a rather small brand of women’s wear 12 years ago, we began pursuing the dream of fashion at heart. Year in and year out, our dream continues to gradually become realized. Season after season, we have promoted our image at home and abroad, and eventually our MO Style has gradually become a “trend”. This trend represents a cool image in a unique style, demonstrating a candid disposition. Affected by our firm stance on fashion and our lifestyle approach, a real trendy MO model is created. People within this trend never blindly follow and worship random idols, but instead demonstrate their bold sense of fashion with sheer confidence.
“Cool” means dedication and persistence. On the twelfth anniversary of MO&Co., EPO announces its group-specific development, under which its business operations will expand to four major brands, namely, MO&Co., Edition10, Little MO&Co. (for children), and the cosmetics REC. As at the end of 2020, EPO expects to become an international fashion business group and operate a diverse brand portfolio with annual sales of over RMB 10 billion. Over the years, we have been respecting the voice of inner courage and confidence, while sticking to our forte. By reverting to commonsense and recalling our initial intention, we believe in our sole mission – to provide high-quality fashion products at competitive price-performance rates with our approach. By starting our initial intention of simplicity, we will eventually enact the multi-brand development model. We do not savor our previous success, nor do we prattle about a prosperous future. Instead, we focus on our current work, which is our prime opportunity to shine.
“Cool” is happening now. On July 21, we convene our annual gala [HAPPENING] at 751D-Park in Beijing. During this gala, EPO Fashion Group holds a press release on its strategy development, and Edition10 stages the 2017 Early Spring Fashion Show. In addition to the official launch of our high-profile REC cosmetics, MO&Co. and Little MO&Co. join hands to debut its children’s wear line. In the name of “being cool”, our MO fans are invited to join us at this annual fashion gala night, during which, [Happening] will be projected on a giant grungy red can, while the “red” ambiance will percolate through the entire arena. As a new cosmetics brand, REC will take the lead in presenting the completely cool Runway Studio. The audience will be introduced to the backstage scene, where supermodels and trendsetters will bustle about in preparation for the show. This will be an interactive experience in the REC Runway series. As the ambiance heats up, popular top supermodels, IT girls, trendsetter bloggers, and media at home and abroad will come in for the long-waited fashion show. As the Fashion Show unfolds under a red velvet curtain, models will keep progressing one after another on the giant and circular T fashion runway. By staging the 2017 Early Spring Fashion Show, Edition10 will present stunning designs that fuse styles of the East with the West. As dazzling lights flash amid changing shadows, the curtain will rise slowly. Suddenly, a moving playground will jump out, where 80 MO Cool “Kids”, as jointly sponsored by MO&Co. and Little MO&Co., will strut their stuff in an orderly fashion and transform themselves by gender, age, and skin tone. In this way, the first series of children’s wear under Little MO&Co. will be introduced. In the end, Ms. Leah Dou, as the vanguard for Cool Kids in this era and the singer and composer of the new age, will appear at the center of the spinning playground, singing the coolest song while accompanied by electronic rock and roll. As a result, the entire arena will roar with enthusiasm. “Cool” is here to stay, and it’s all [HAPPENING] now!
Edition10 2017 Early Spring Series with Its Design Inspired by the [Slow-Paced Oriental Lifestyle]
As the detector of fashion lifestyles, Edition10 always advocates trendy wardrobes and lifestyles, both of which follow the “Gentlewoman” concept that fuses East and West styles. Featuring a trendy style of simplicity and grandeur, Gentlewoman stresses the importance of material texture and cutting, while persistently aspiring to integrate the oriental culture with contemporary art. Inspired by such integration, this brand always incorporates oriental elements into the release of its series products by modern and contemporary techniques every season.
During this season, we will continue to explore the journey of inspiration by introducing the Resort 2017 Early Spring Collection. This collection integrates the oriental connotation with the philosophy of a “slow-paced” lifestyle. Models loosen up their bodies and dress down their faces, as if they indulge in the afternoon of Beijing in the old days. As a result, the fashion becomes “slow”. Natural materials along their fingertips, as well as booming flowers and dancing birds in black and light colors, provide an affinity with our skin. To salute the dressing philosophy of “Gentlewoman” as contemporary ladyship, Edition10 demonstrates the slow-paced oriental lifestyle full of natural comfort and confidence in the expression of fashion.
MO&Co. 2017 Spring Series with Its Design Inspired by the [Retro Gym Room]
“Boy-gal Style”, “Rock Chic”, and “Cool & Fun” are the DNA of our brand cores. Featuring rock chic, MO&Co. introduces a boy-gal style to women’s wear, reflecting a contemporary trend.
Go action! “Trendy” remains the keyword for MO&Co. during this season. The fashion of “cool girl” is also inseparable. As usual, MO&Co. expresses the youth, vitality, and passion for life. Turning to the playing field, the 2017 Spring Collection is inspired by details and colors of retro sportswear. Meanwhile, by applying proportional lines, blending materials and textures, and streamlining the silhouette, we continue the core DNA of the MO Style in revamping retro colors. From fashion to lifestyle, “cool & fun” is what MO Style is all about.
Little MO&Co. x Barbapapa’s First Limited Collection Child Bonding Series
Little MO&Co. is the first brand of MO&Co. for children’s wear. As a miniature version of MO&Co., Little MO&Co. carries on the legacy of MO&Co. by presenting a cool and fun boy-gal style. Our fabrics feature skin-friendly components by nature, but are designed in a simple and cool fashion. By incorporating ridiculous but innocent thoughts and elements stretching beyond the imagination, we create “just for COOL kids” wardrobe products. Little MO&Co. shares fun fashion with middle-class parents and their cool kids by catering to their needs for individuality and quality.
Playing is cool too. Little MO&Co. initially works with Barbapapa (a classic cartoon character) to launch the Limited Collection Child Bonding series for the 2016 MO-art program, including such brand new cool kids products as T-shirts, sweaters, motorcycle jackets, wind coats, hoodies, baseball jackets, and trimmed jeans. This collection is initially launched on July 21, 2016 in Beijing. In addition, online and offline sales are synchronized to realize the model of “I came, I saw, and I bought”. Proceeds from sales of this series will be donated to the Art Enlightenment Education Fund for Orphans and Poor Children under the MO-art program.
Our Professional Cosmetics Brand REC
Inspired by the backstage of the runway for international fashion week, REC features a real, easy, and cool individualistic style by introducing trendy but professional cosmetics, which transforms the backstage to the center stage of life. From research and development to raw materials and to manufacturing processes, REC screens and selects global first-tier vender partners for its entire product line, thus ensuring top quality professional products. Meanwhile, this brand maintains its relaxing, intriguing, and sterling style and character. With that, our 24/7 cosmetics are eventually born. Runways for life are everywhere, allowing young people of a new era to enjoy being confident anywhere at any time. The world is my Runway, just REC(ord)!