On May 15–16, 2010, the Danish Andersen Children's Clothing 2010 Autumn and Winter New Orders event was held at Shanghai Jinyi Studios. Hundreds of Andersen children's wear representatives from across China gathered to witness the launch of new collections. Notably, Mr. Bai Mushen, the former Danish Ambassador to China and a key figure in the Danish Pavilion at the Shanghai World Expo, was invited as a guest of honor. During the event, Mr. Bai Mushen delivered a speech and joined other leading guests in showcasing the brand’s latest designs.
Andersen children's clothing continues to focus on high-end quality with mid-range pricing, blending modern Danish aesthetics with Chinese cultural elements. The brand draws inspiration from classic fairy tales, creating a collection that brings warmth, joy, and a sense of wonder to every child. The fashion show featured adorable little models walking the runway, accompanied by the presence of Chairman Chen Lin and Ambassador Bai Mushen.
This season’s theme, “Fairy Tale • Color,†brought vibrant and dynamic hues to the winter collection, offering a warm and colorful escape from the cold. From colorful princess dresses to elegant outfits, each piece transported children into a world of imagination. The designs incorporated soft pastels, unique cuts, and stylish silhouettes, reflecting a contemporary and fashionable approach.
The event took place in Hall 3 of Jinyi Studios, where the catwalk display became one of the highlights. With melodious background music, the models showcased a mix of playful, trendy, and creative styles. Flashing lights, fast-paced rhythms, and energetic movements filled the stage, creating a dazzling celebration of childhood.
During the order event, the designers introduced two major themes: “The Little Mermaid†and “The Ugly Duckling.†These stories were explored in depth, helping franchisees better understand the design philosophy, fabric choices, and functional details behind the collections.
New products featured richer fabrics and more fashionable materials while maintaining the use of natural, skin-friendly cotton for comfort. Designers also drew inspiration from British, Korean, and European styles, making the collection more diverse and trendy.
“The Little Mermaid†is a tale of beauty and sacrifice, highlighting the value of pursuit over outcome. It teaches that the journey itself is meaningful, and striving for dreams is what truly matters. Similarly, “The Ugly Duckling†represents personal growth and transformation, showing that even those who feel different can become extraordinary through perseverance and self-belief.
Every child deserves to dream, set goals, and work hard to achieve them. With confidence and determination, they can grow into their own “swans,†just like the story suggests.
Traditional riding pants design with fleece inside, suitable for competitive trail riding, equestrianism sports and hunter pacing. Keeps you ultra warm and comfortable all winter long.The modern, comfortable wide waistband has four-way stretch with flattering compression. Convenient, secure side pockets to stash your phone, wallet, keys, or treats.
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