In early June 2025, Wang Tao Taoray Wang, creative director of JZ brand under anzheng fashion group, and IP "the secret behind fashion"®"Liu Peifang and his entourage, at the invitation of the International Fur Association IFF, went to Helsinki, Finland, to start a traceability. Furmark® A visit to the sustainable natural fur certification system.
Throughout the trip, "light Nordic, light design, light art" runs through, deeply visiting the local landmarks such as the lake and sea in the urban area of Helsinki, the regeneration design town, and the core of the fur industry in Finland. From history and humanity, from creativity and design, from life and life, it not only provides samples for the innovation of natural fur circle, but also draws inspiration for the research and development of JZ new products, in the itinerary, I also deeply explored how China's fashion industry returned to the sustainable fashion philosophy of "loving things and cherishing things" in the internal wave of chasing traffic and replacing, and firmly believed in polishing Chinese quality brands with good design and good materials.
High-level officials of the International Fur Association attached great importance to this cooperation and went to Sagafurs auction house in Finland to receive Wang Tao Taoray Wang and his party and had a pleasant exchange. Johannes Manakas, president of the International Fur Association, said in the exchange: "It is very important to cooperate with retail brands. We need to let consumers know that the products they buy are guaranteed, Furmark® The significance of joining forces with the JZ brand lies in providing a double guarantee for the fur products purchased by consumers." Mark Oaten, CEO of the International Fur Association, said: "Will Furmark® The connection with Taoray Wang is very powerful, and it sends a strong message that we are working with the best designers in the world. We believe that there is Furmark®, there is a guarantee of high quality, natural and sustainable products."
Ask the origin of Nordic style ingenuity: from recycled design Town to natural fur industry chain
This trip focuses on Finland's "slow luxury" Aesthetics and sustainable fashion practices. In Fiskars, a century-old design town, a group of people visited glass workshops, silverware Studios and antique grocery stores to feel the Nordic philosophy of life that "life is art". In Porvoo's medieval fishing villages and churches, they realized the poetic interweaving of nature and humanities. In the co-creation workshop at the University of Helsinki, they exchanged ideas with students about their original ideas and inspiration. As the highlight of the trip, Wang Jing, China President of the International Fur Association, led everyone to go deep into the world's top fur supply chain-visiting Finland's Sagafurs auction house and its design center, decoding Furmark one by one from raw material traceability, sustainable production to design application.®Certified natural fur quality standards, environmental responsibility and innovative skills.
Taoray Wang's Inspiration Notes: From Nordic Minimalism to Natural Fur Innovation Magic
Wang Tao Taoray Wang, creative director of JZ brand, gained a lot from this trip. She said: "Helsinki is not only a city in the forest, but also a palace in the garden. Finnish design in every detail, minimalist lines and natural materials. The fur craft presented at the Design Center of the Finnish auction house Sagafurs also subverts the traditional perception-light, environmentally friendly and healing. The DNA of JZ brand is "flower". I will try to integrate the Nordic "functional aesthetics" with JZ's "treasure house of flower patterns" to redefine the contemporary fashion language of natural fur and show the elegance of Chinese women."
Wang Tao Taoray Wang also specially asked to examine the experience of Finland's "national brand" construction-from the celebration of the 80th anniversary of Moomin in Helsinki to the blooming of Marimekko printing, how did the national power systematically export the aesthetic system to win the global consumer market? These world-renowned brands may give some inspiration to the future direction of Chinese brands: the formation of an industrial community, the output value orientation is king.
The "Nordic" Inspiration of Chinese National Women's Wear Brand JZ: Creating Value and Rebranding
In the Chinese market where "flat replacement" and "explosive models" are rampant, the cooperation between JZ brand and the International Fur Association IFF sends a clear signal: brand upgrading needs to return to the essence of "Creating Value. Wang Jing, China president of the International Fur Association, stressed: "The JZ brand show created by Wang Tao Taoray Wang made natural fur shine brilliantly in the February this year New York Fashion Week. We see that when the fashion trend shifts from the pursuit of logo to the pursuit of quality identity and brand identity, Furmark®The cooperation with JZ brand is not only a supply chain traceability, but also a practice of the concept of 'Sustainable Fashion'. It is also an assist for Chinese brands to move towards a higher level, breaking through restrictions and creating beauty."
Chinese Fashion Enters the New 30 Years: Finding the Force in the Swing
Looking back at the 1990 s, China's clothing industry rose as a "world factory", but fell into the manufacturing dilemma of "no brand". After 2000, a number of local brands expanded rapidly by imitating international big brands, but they could not escape the bottleneck of homogenization. Since 2010, under the impact of e-commerce and fast fashion, "flow first" and "extreme cost performance" have become the mainstream. Liu Peifang, the chief manager of "The secret behind fashion" of her peers, witnessed and recorded the 30-year wind and rain of China's fashion industry. She believes that "we have the most complete supply chain in the world, but we are trapped in the quagmire of" flat instead of inner volume. Chinese brands should surpass the 'low latitude' competition and should establish Furmark like the International Fur Association.®Similarly, establish your own 'value coordinate system' and create your own handed down classics."
In the sea breeze of the Gulf of Finland, hear the future of Chinese fashion.
Although the time of this journey of tracing back to the source across Eurasia is short, the significance is extremely profound: When Chinese consumers begin to ask "who made my clothes", and when Generation Z is willing to pay a premium for "fair trade coffee", the "era of slow luxury" belonging to Chinese brands is coming. The real luxury is not price, but respect for nature to life and knowledge to originality. The path we are taking now is exactly what Nordic brands experienced a hundred years ago-from pragmatism to style awakening, from chasing fame to coexistence with the Earth.
It is worth noting that this trip to the source has also triggered some "criticism": "When international brands have announced the abandonment of animal fur, is it a retrogression for Chinese famous brands to cultivate natural materials in reverse?" In this regard, a passage from Wang Tao Taoray Wang, who seldom sends friends, is the best footnote. She uses the natural life cycle as a metaphor to explain: "Whether it is flowers or weeds, after bidding farewell to the spring and summer flower season, you can still move and amaze every life that captures the most beautiful color matching and the most romantic expression with the most beautiful face. Running in the sun in the forest in the Snow Fairy fairy after farewell is still warm people in need... Life can be long or short, can be any form, let them Bloom is also a kind of respect."
The truth of the fashion industry is always hidden in the pins, and we all have a pair of eyes to discover the secret.