Li-Ning Unveils the “Look-Book Project”

To commemorate the retail arrival of Li-Ning’s AW 2019 runway collection, the brand unveils its corresponding Look-Book Project.

Translating the vast beauty and dynamism of China’s national parks and landscapes into a meditation on humanity and nature, Li-Ning posits our place within today’s, fast-paced world as walkers, wanderers, and explorers, moving between three distinct contexts: the city, the country, and the journey between the two.

It is these three contexts that inspire not only the silhouettes, fabrications and graphics of the collection, but now the season’s accompanying Look-Book Project.

The Look-Book’s predominant mood and aesthetic are a natural continuation of the runway show that Li-Ning presented at New York Fashion Week, ‘wandering’ from the West Village show location of Industria into a world of manipulated mountain imagery and hiking-related iconography.

Shot by British, London-based photographer Mel Bles and styled by Jay Massacret, the result is a perhaps unexpected interpretation of the collection’s key themes. It highlights the technical, outdoors and sporting touchstones without ever descending into overly-serious tech-territory – whether moving through the city, country or somewhere in-between, the images and mood videos captured place the fun aspects of such experiences firmly front and center. 

This is achieved by employing an unapologetically lo-fi approach: the ‘mountain’ backdrops take the form of prints and projections, ensuring that the New York studio – the ‘city’ – in which the project was executed is never far from one’s thoughts. The imagery is manipulated and collaged in post-production, incorporating outdoors signifiers such as radar weather imagery and topographic mapping in a way that alludes to times-gone-by, when exploration was a little more intrepid than in today’s world. 

The Look-Book Project also serves as a truly global introduction to Li-Ning: Autumn/Winter 2019 is the first season that Li-Ning is bringing his eye-catching, authentically Chinese aesthetic to a retail audience outside his home country — from fashion-forward concept stores such as London’s LN-CC and Milan’s Slam Jam Socialism, to prestigious department stores such as Selfridges and online powerhouses such as SSENSE to name only a few.

Coinciding with the collection’s retail introduction, Li-Ning will produce a limited run of newspaper style look-books—replete with a series of the collaged, lo-fi, fun visuals created by Bless and Massacret—that will be distributed by the brand’s impressive caliber of stockists.

As a result, those who were first intrigued by the Autumn/Winter 2019 runway show, will soon be able to find the collection—along with print copies of its accompanying Look-Book—at select retailers around the world, starting in July 2019.

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