The Magic of the Body
Shanghai – A fascination for the beauty of the female body has been for 35 years the driving force behind Embry's growing success. From the early days to today, the founder of Embry, Mr. Cheng reminds his growing team of designers and R&D people about his mission to help women to achieve the shape and comfort theydesire. The many Embry patents remind us that the lingerie gala in which we celebrate the 35th anniversary of the Embry Group is the fruit of dreams and research.
In those 35 years Embry has seen the role of lingerie in a woman's life changing. From an industry focused on improving functionality and comfort – the part of thelingerie industry sees its role changing. Fashion is now the driving force as lingerie becomes Bodyfashion spanning from pure functional corsetry to sexy seduction, sport underwear and beachwear.
With the female body as the big star, the Gala Show is a celebration of these different roles of modern lingerie, illustrated by a cross selection out of the four brands that are the pillars of the Embry Group: Embry Form, Fandecie, Comfit and Liza Cheng.
The Gala Show consists of four Scenes:
BODY MAKE-UP, the opening of the show reflects on the essence of modern comfort. Its smoothing Second Skin role, being comfortableand functional, is the result of modern technology. At the beginning of the show the woman is pictured in her most sensualandnatural state. East and West come together in an expression of female perfection which every woman strives for wherever she lives. Colours of skin, powder and a finale of seductive lipstick shades illustrate the cosmetic role of lingerie.
BODY ARCHITECTURE presents the pinnacle of know-how in constructing a garment. Technicians, pattern makersand fabric technologists – are all an essential part of the growth of the Embry Group. We look at the woman in her modern role as a Urban Creature, actively part of building a modern society where she can enjoy work and leisure Shaping garments help her to perform and look her best – activewear helps her to relax and stay in shape. Modern architecture has inspired form and colour.
BODY GORGEOUS reminds us that the role of lingerie in a woman's world is as a mood enhancer. On her Wedding Day she wants to feel like a Princess, beautiful and perfect, but also seductive and unique. This is the new role for Embry in lingerie where designers and stylists demonstrate that international trends have no secrets for them. Cute and sexy, adorable and girly, purely feminine and divine – we are looking at lingerie for a new generation of women who open up to a new language of seduction.
BODY BLOOM is a celebration of eternal female mystique. The language of flowers is intertwined with all the aspects of femininity. Here a Super Natural element is added. Not only seductive, but also illustrative of our quest not to loose our unity with Nature: from sweet and romantic to wild, organic exotic lushness. A celebration of colour and dynamism that illustrates a new world without boundaries and free of rigid up dividing lines. New printing and decoration technology combines with changing lifestyles to open a new world in which leisure and pleasure are the keywords.