SIRLOIN is a female fashion brand founded by Mao Usami (Japan) and AlveLagercrantz (Sweden) in Shanghai. The core brand philosophy adheres to the attitude of lay back, clumsy but elegant. Designers describe the brand as the BBC anthropological study in the circle of fashion, studying the biggest mistakes and the most glorious moment in your life. They embed humorous philosophy of everyday life into visual language and truly integrating lingerie into fashion series, thereby creating an all-round wardrobe.
The initial designer team of SIRLOIN, Mao Usami (Japan) and AlveLagercrantz (Sweden) both graduated from Central Saint Martins and respectively worked for Louis Vuitton and Dries Van Noten as designer. After that they founded their own brand in Shanghai, which attracted broad attention in only a few seasons of exposure and made them winning the award of “Creativity Assembly” of Lane Crawford and the awards of “10 Asian Designers to Watch” as well.
SIRLOIN not only cares about tangible products, but also respects the fashion trend and dreams of designers. Just like an anthropological study that discusses the biggest mistakes and the most glorious moment in your life.
SIRLOIN focuses on embedding lingerie with intriguing ideas, revealing but rich detail, just like life’s foolish problems and serious jokes. It brings you the most genuine satisfaction when you conquer them.
SIRLOIN’s customer is casual minded, she seeks a wardrobe that matches her social philosophy, family and daily life perfectly.
SIRLOIN is not only a designer brand, but also a lifestyle. It is your favorite lingerie, frequently used APPs on your mobile and your pajamas. [ SIRLOIN ] is a philosophy of living which is simple and easy to handle.
The collection, result of months of research in the brand archives revealed "house with history that is too rich, has too long of a history to be only interpreted from one direction” references early designs and 1920’s together with their opulence and innovative approach to both dressing and branding that resurges in 2020’s Shanghai. A softer, more comfortable way of dressing, made possible by technological development is what SIRLOIN's ethos is based upon. From challenging the 1920’s dresses with tracksuit fabrics, cutting rib necks into art deco motifs and transforming MA-1 jackets into fur boas; the collection is loaded with subtle details, serious jokes and stupid questions.
The collection, result of months of research in the brand archives revealed "house with history that is too rich, has too long of a history to be only interpreted from one direction” references early designs and 1920’s together with their opulence and innovative approach to both dressing and branding that resurges in 2020’s Shanghai. A softer, more comfortable way of dressing, made possible by technological development is what SIRLOIN's ethos is based upon. From challenging the 1920’s dresses with tracksuit fabrics, cutting rib necks into art deco motifs and transforming MA-1 jackets into fur boas; the collection is loaded with subtle details, serious jokes and stupid questions.
SIRLOIN products are interpreted by creativity installations, including lingerie hanging in the air. Except for indoor decorations, the shop window is pasted with large model pictures, which amplify the traditional concept of women and lingerie by exaggerated body proportion and postures. These pictures express the difference between image and reality.
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