Knwls Unveils Capsule Collection at Shanghai Pop-Up, Featuring Cats and Dragons
London-based fashion label Knwls, co-founded by Charlotte Knowles and Alexandre Arsenault, is making a bold entry into the Chinese market with a special capsule collection debuting at ENG, a concept store in downtown Shanghai. Known for its edgy, body-conscious designs, Knwls has crafted a collection inspired by symbols of power and courage, centered around cats and dragons.
The capsule collection features skintight dresses and tops adorned with hand-cut and printed dragon motifs, which represent strength and good fortune in Chinese culture. Adding a playful touch, the lineup also includes cat-ear hats and matching cardigans in warm caramel and soft pink tones. The whimsical designs appeal to Knwls’ core demographic of confident, fashion-forward women aged 18 to 40.
As part of the brand’s ongoing sustainability efforts, the collection incorporates eco-friendly materials such as Tencel, a wood pulp-based lyocell fabric. One standout item is the kitty long-sleeve top, which exemplifies Knwls’ commitment to integrating sustainable fashion into its distinctive aesthetic.
Alexandre Arsenault, co-founder of Knwls, expressed the brand’s intention to establish a stronger connection with the Chinese market through this exclusive pop-up experience. “This is a major opportunity for us to engage directly with Chinese customers and build trust in the region,” Arsenault said. Laura Darmon, head of buying and business development at ENG, praised Knwls for its luxury positioning in China, noting its craftsmanship and limited distribution appeal.
ENG, a subsidiary of Chinese jacket maker K-Boxing, is known for bringing innovative fashion experiences to its customers. The collaboration with Knwls is set to captivate Shanghai’s fashion-conscious audience, further strengthening the label’s presence in the Asian market.
The capsule collection’s launch comes with a giant cat installation at the Shanghai pop-up, adding a unique visual element that draws attention to the brand’s playful and bold identity. This initiative marks a significant step for Knwls as it looks to establish itself as a key player in the Chinese fashion landscape.
