In recent years, Quanzhou has become a popular tourist destination, attracting young consumers with its rich historical and cultural heritage and urban charm. Numerous celebrity variety shows have filmed in Quanzhou, and more fashion brands and magazines are flocking to the city to host high-profile fashion events and photo shoots, further amplifying Quanzhou's cultural appeal.

Mr. CABBEEN, also from Quanzhou, chose to return to his hometown of Shishi to host the CABBEEN 2024/25 Autumn-Winter Show, bringing a refreshing surprise to the runway and sparking widespread attention and discussion in the fashion industry, quickly becoming a hot topic.

Notably, on October 25, stars such as Bi Wenjun, Chen Xiaodong, Jike Junyi, Liang Hanwen, Lin Xiaofeng, Lü Songxian, Ma Su, Wu Xuanyi, Xiang Zuo, and Zhang Liang (listed in alphabetical order) attended the "Return to the Heart" CABBEEN show at the Linluan Pier in Shishi, Quanzhou. The star-studded lineup became a standout element of the show, bringing immense exposure and attention to CABBEEN and Quanzhou, bridging the gap between the brand and consumers

Additionally, over 50 fashion bloggers, senior executives from national shopping centers, publishers of major fashion magazines, founders of clothing brands, e-commerce platforms, fashion media, and business media attended the show, witnessing the "Return to the Heart" and CABBEEN's dazzling 27th anniversary.

"Return to the Heart" Maritime Silk Road Show

Creating a New Runway Experience

Looking back at the brand's history, CABBEEN has consistently delivered countless spectacular brand launches. In 2007, it became the first Chinese designer brand to walk the runway at New York Fashion Week. In 2015, it hosted the Funfair carnival-themed show. In 2021, it presented the New World View urban streetwear show... We have seen CABBEEN build various fashion stages with original designs and limitless creativity, each with different themes, concepts, and forms.

This time, the brand once again broke from tradition. Mr. CABBEEN collaborated with renowned national director Xiao Xiangrong to host the CABBEEN 2024/25 Winter Show at the Linluan Pier in Shishi, Quanzhou, a key node of the Maritime Silk Road, under the theme "Return to the Heart." The show presented a new narrative through the collision of historical culture and fashion art.

As the birthplace of the Maritime Silk Road, Quanzhou's Shishi is steeped in legendary cultural stories. The location of the CABBEEN show, Linluan Pier, built during the Tang Dynasty and over a thousand years old, spans 113.5 meters. It served as an important bridge for cultural exchange between the East and West and witnessed countless cultural integrations and historical changes. It reflects Mr. CABBEEN's deep affection for his hometown and his contemplation and vision for the brand's 27-year journey.

Before the show, Mr. CABBEEN graced the cover of Fengdu magazine and filmed a short video trilogy titled Seeing the World, Seeing the Heart, and Seeing the Action, expressing his love for his hometown and his aspiration for "returning to the heart."

The phrase "Half the city is filled with the hustle and bustle of daily life, and half the city is like a fairyland" perfectly interprets the unique charm of the city of Quanzhou. Mr. CABBEEN is filled with deep love for his hometown. "Quanzhou is not only known for its delicious cuisine, but also for its world cultural heritage, traditional folk culture, and unique hairpin flower culture experience. 'Half the city is filled with the hustle and bustle of daily life' describes the diligence and simplicity of the people in southern Fujian. 'Half the city is like a fairyland' reflects the great tolerance of Quanzhou, which embraces people from all over the world to start businesses and live here."

On the day of the grand fashion show, Mr. CABBEEN and the main creative team of the show extended the catwalk onto the sea for the first time, transforming the thousand-year-old wharf into a magnificent stage. The design of the show venue took CABBEEN's signature yellow as the main color tone, and a giant double "C" logo installation stood tall on the wharf. Accompanied by wonderful intangible cultural heritage performances, led by the dancers of time, the audience walked from the old wharf to the new one. Amidst the light and shadow of the setting sun, a stunning immersive fashion show with the Maritime Silk Road landscape was vividly presented.

Mr. CABBEEN said, "The integration of the old and new wharves is like the trajectory of my life. I started as a powerful young boxer and then built the CABBEEN Group with my own hands. Chinese culture, as the foundation of the CABBEEN brand, nourishes my works all the time. I will always lead the brand, taking Chinese culture as its DNA, and bring more original Chinese designs."

Using Chinese culture as a link.

Open a new chapter of cross border co-branding.

Focusing on the new products of this grand fashion show, CABBEEN still brought a lot of surprises. The biggest highlight of the night was the 2025 Spring/Summer co-branded collection MADE IN MY TOWN 3.0 "Made in Hometown 3.0" jointly launched by CABBEEN and the international fashion week brand FengChenWang. It became the most eye-catching 

The grand debut of this cobranded series takes inspiration from Quanzhou, the common hometown of Mr. CABBEEN and designer FengChenWang. It skillfully extracts the essence of the colors of Fujian tea beverages, integrates FengChenWang's unique deconstruction and splicing design, as well as CABBEEN's characteristic washing process, to create a pioneering outdoor casual style and present a brand-new co-branded clothing series covering multiple categories.

As the only domestic brand that FengChenWang has a co-branding cooperation with, CABBEEN and FengChenWang have jointly created several co-branded series since they reached their first cooperation in 2020. In January this year, CABBEEN, in collaboration with the media "Urbanite", also chose Quanzhou to hold the release ceremony "Urbanite Family Banquet" for the CABBEEN X FengChenWang 2024 Spring Designer Co-branded Series "Made in Hometown 2.0".

Next on stage was the CABBEEN x China Rocket 2024 Winter Co-branded Series "Polar Explorer". The brand continued the story of the exploration of the cosmic polar regions. Inspired by cosmic signal waves, lunar landforms, and future spacesuits, etc., it designed and created the "Polar Explorer" series works with a pioneering texture: items such as jackets, vests, and down jackets with a space outdoor style.

In addition, CABBEEN also launched new collections on-site, such as the brand-new "Glory of Fleece Players" series and the Sayram Lake Down series. These new products represent CABBEEN and Mr. CABBEEN's tribute to China's strength and their new understanding of fashion.

It can be seen that CABBEEN attaches great importance to excavating traditional culture and combining it with the versatility of clothing. It attempts to break boundaries or bridge the gap between Chinese culture and fashion design language. By means of repeated cross-border co-branding, it maintains freshness and achieves the goal of breaking through the existing circles, so as to adapt to the rapidly changing fashion trend market.

Chinese culture has always been the foundation of the CABBEEN brand. Mr. CABBEEN has always led the brand, taking Chinese culture as its DNA, and continuously creating original Chinese designs. In 2024, CABBEEN's co-branding activities never stopped, and it continuously launched many cross-border co-branded series, including the much-loved "CABBEEN x China Rocket" and "CABBEEN x FengChenWang" co-branded series. These not only deepened consumers' understanding of the brand's cross-border cooperation but also narrowed the distance between the brand and consumers.

With the successful conclusion of the grand fashion show, the original designs of CABBEEN once again became a topic of discussion in the fashion industry. Various trending hashtags such as #CABBEEN 2024/25 Autumn and Winter Fashion Show and #CABBEEN Fashion Show in Shishi, Quanzhou quickly became active on major media platforms, continuously generating buzz for the brand. At the same time, more than 400 core business districts and over 800 stores of CABBEEN across the country also carried out synchronized promotions, enabling consumers both online and offline to have a greater sense of participation.

Continuously build the brand power

Deepen the brand value

Looking back on 2023, Mr. CABBEEN, who has always been optimistic about the Chinese fashion apparel market, led the main brand CABBEEN to launch a global brand upgrade plan and carried out a series of disruptive actions: restarting the double "C" logo, transforming the brand's VI, engaging in cross-border co-branding, and implementing innovative upgrades in aspects such as product strength, visual image, content dissemination, and store image. These efforts have taken the brand to a new height and also brought a brand-new visual impact to consumers.

Among them, we can see that CABBEEN has once again achieved remarkable breakthroughs in the upgrading of the terminal channel image this year. With a brand-new look centered around "CABBEEN Yellow" as its core, it has strengthened the brand's distinctive mark in the minds of consumers. Through a younger and more trendy scene space, it has permeated the brand value to consumers.

Just in August not long ago, the national flagship store of CABBEEN in Grandview Mall, Guangzhou was unveiled, bringing a subversive upgrade of the new store image. By constructing a diversified and innovative full-category space and integrating the three senses of sight, hearing, and smell, it created a pioneering aesthetic space, providing an immersive sensory experience. In the store, there is not only the first naked-eye 3D spherical large screen in the country, but also the first brand flagship VIP room in the country, and ten supreme VIP privileges were released for the first time. In terms of performance, since the opening of the CABBEEN store in Grandview Mall, Guangzhou, the sales have increased by 30% year-on-year, and new members have increased by 25%, which also verifies that the brand's adjustment strategy this year meets the expectations of the market and consumers.

As of the date of this report, CABBEEN has a total of 650 stores nationwide, among which 420 are located in shopping malls. According to the brand, it plans to open 150 stores in 2025. In the future, it will continue to actively increase its investment in the domestic market, further densify the channel layout in core business districts and high-quality shopping malls, and further enhance the brand's influence.

In 2024, it was the 27th anniversary of the establishment of CABBEEN. Mr. CABBEEN led the brand to forge ahead, bringing more original designs and new surprises to Chinese consumers, and continuously contributing to the upgrading of China's fashion industry. Looking back at this Maritime Silk Road landscape fashion show, in a sense, its existence also symbolizes CABBEEN's determination to stick to the brand's original intention and, starting from Shishi, Quanzhou, connect with the world.

Article origin：众星闪耀泉州石狮观秀，CABBEEN卡宾打造「万物归心」海丝景观大秀