In the world of fashion, every piece of clothing tells a story. From its design to production and sale, each step plays a crucial role in shaping its quality and personality. The difference between routine and innovation is often just one decision away. This was vividly demonstrated in Xu Jinglei's "Durala Promotion," where Patricia Field, the renowned global stylist, transformed a simple sports t-shirt into a bold, sexy piece with a slanted shoulder in just 10 seconds.
The "Durala Promotion" launched on April 15th featured Italian sportswear brand Lotto, which created a fresh new look for actress Du Lala, Xu Lixing, Karen Mok, and Pace Wu. As a classic Italian brand founded in 1973, Lotto’s name comes from the surname of its founder, Caberlotto. Its emblem, two overlapping diamonds, symbolizes advanced technology, innovative design, and the passion that fueled the brand’s early success in football and tennis.
Throughout history, sports, culture, science, and politics have all contributed to the progress of civilization. The spirit of sports has always been a powerful reflection of that progress. After nearly four decades, Lotto has grown into Italy’s largest sports brand and one of Europe’s top names in the industry.
In March 2009, the stylish and popular European model "Lotto Leggenda" was re-released. In China, the brand continues to introduce this elegant yet sensual collection. From professional sports to fashion, Lotto remains committed to showcasing its strengths in vitality, creativity, quality, Italian design, and a deep love for sports, while staying true to its heritage and offering consumers an exceptional experience.
Lotto Do is the brand's core philosophy — promoting an experiential lifestyle and encouraging young people to explore, discover, and embrace new experiences. Wu Xianyong, General Manager of Lotto (China), emphasized that through film, television, interactive campaigns, and creative marketing, the brand aims to inspire a free-spirited and casual attitude among young consumers. By continuously exploring new ways of living, Lotto hopes to spread a positive and energetic outlook on life.
When European culture meets Chinese tradition, what kind of creative spark can emerge? How can a brand focused on youth culture and lifestyle collaborate with the entertainment industry to achieve mutual growth in today’s marketing landscape? Lotto has provided a beautiful answer, blending style, innovation, and cultural exchange into a compelling narrative.
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