Showcasing Elegance with Integrity: CHOCHENG’s Enlightening Presence at Paris Fashion Week 2024

The distinguished CHOCHENG, revered in the realm of fashion since its debut at New York Fashion Week in 2017, made a striking entrance at Paris Fashion Week on September 25, 2023, revealing the "LES PARAPLUIES DE CHOCHENG" Spring/Summer 2024 collection.

CHOCHENG is celebrated for its commitment to sustainability and innovation. The latest collection embodies the brand’s sustainability principles, featuring fabrics carefully upcycled from prior collections, spotlighting the brand's earnest efforts to combat fashion waste.

The exclusive utilization of natural materials and the pursuit to become a fully vegan brand underscore CHOCHENG’s allegiance to ethical fashion. The harmonious blend of upcycled vintage fabrics, pink Harris Tweed, and silk charmeuse, beautifully juxtaposed with newly sourced vegan materials such as cotton boucle, cotton velvet, cotton crepe, and radiant Swarovski crystals, epitomize the brand’s unique aesthetic.

Drawing deep inspiration from "Les Parapluies De Cherbourg" by Jacques Demy and Michel Legrand and the lively French Yé-yé music scene, this collection is a masterpiece of craftsmanship, featuring signature hand-sewn details and vibrant hues of pink, creating a romantic and retro ambiance and perfectly capturing the spirit of yé-yé through its innovative silhouettes.

Founded by the visionary Cho Cho Cheng, a Parsons School of Design alum and Savile Row apprentice, CHOCHENG is a synthesis of traditional British tailoring and whimsical creativity. Since establishing its flagship store on the prestigious Fifth Avenue, New York, in 2019, CHOCHENG has been offering a blend of meticulous craftsmanship and environmental conservation, catering to a discerning clientele who value both comfort and the preservation of the environment.

"LES PARAPLUIES DE CHOCHENG" is a vivid embodiment of CHOCHENG's ethos of high fashion with conservation. It symbolizes a significant milestone, elevating the brand’s commitment to sustainability, craftsmanship, and innovation, and enchanting a global audience at Paris Fashion Week with its unique aesthetic and ethical stance. Learn more at chochengus.com.