Launched in Beijing on 10th October 2010, edition has opened 200 shops worldwide, and is still growing at a steady pace.
With its brand DNA as presenting an image of modern gentlewoman, edition has adopted a contemporary and sophisticated design integrating oriental elements and modern artistic inspiration. We aim to create a premium, well designed and timeless wardrobe, presenting the image of independent and autonomous modern women.
Target age: 25-40 years old
AVERAGE RETAIL PRICE :
Spring/Summer - 405 USD
Fall/Winter - 560 USD
SUSTAINABLE DEVELOPMENT
Sustainable development is one of edition’s core strategies. Throughout the years edition has chosen eco friendly fabrics and processing methods, advocated green and responsible wearing attitude, brought the concept of being kind to nature lives into female life, which has changed consumer attitude. Together with the world’s biggest independent environment protection organization the World Wildlife Fund, and the One Planet Fund, we long-term concern on the earth’s biodiversity and protection of habitats. Many public welfare series were launched since collaboration.
WOMEN FOR WOMEN
Annual Female Cultural Project
Since 2020 edition has launched the [Women for Women] annual female cultural project, which focuses on presenting the true faces of women of different area through different angles, supporting their diversified development.
Associated with FIRST International Film Festival, in 2022 edition launched [Women for Women: Her Witness] film project. The project supported female filmmakers’ creation on documentary, who visited the Yi settlement area in Daliang Mountain, and took the documentary The Secret of May. By fashion as media, we promoted the heritage of traditional Yi culture and artisanship, as well as the feminine spirit among the oriental mountains.
WORK ESSENTIALS
In 2024 Edition debuted「 The Work Essentials 」, focusing on creating all day commuter attire for the independent and intellectual working women. Classic aesthetics are refined to express the elegance of a professional woman. Luxurious easy care materials are applied, making the collection lustre, wrinkle resistant and breathable.
