Recommended by Molly from Stakeholder Investigation. I make a research for a fashion brand called ICICLE.
Brand Overall: ICICLE is original from Shanghai in 1997. It aims to be a global ethical fashion brand. Based on its approach on natural way fashion philosophy, ICICLE is a major player in high-end ethically made clothing and accessories for woman and men.
Brand Culture: To reconcile comfortable, loose silhouettes which are crafted from the finest materials inherited from China’s millennial history with a modern-day minimal elegance.
Brand style: The clean lines and sophisticated, eco-friendly materials of our clothing collections help you lead a lighter and more comfortable urban life. This art of comfort is our style.
Brand Purpose: To design and create ethical clothes to be lived in, the we live on earth: in harmony with nature. With elegance and awareness.
Brand Philosophy: Made in Earth, a caring, eco-friendly fashion approach seeking harmony between human and nature.
Overall, ICICLE a new generation of Chinese brands aimed at the affluent and highly educated group, and its visual and textual campaigns are all about ethical fashion ideas and selling them as such. Admittedly, bio-synthetic fur is not a brand currently, but it is necessary to have a clear product culture, product goals, pricing and product style as such a brand in the future.