ICICLE ZHIHE’s first all-platform live broadcast presents brand aesthetics with magazine thinking

On May 21st, 2025, at 4pm, ICICLE ZHIHE presented the brand’s first all-platform “ICICLE ZHIHE” Live broadcast in Shanghai Lingang-ZHIHE KAZAN Fashion Industrial Park, resetting the live broadcast paradigm with the thinking of constructing and writing books.

The ICICLE Live broadcast aims to transform the philosophical thinking of the brand’s book series of the same name into a multi-sensory digital narrative. Adhering to the same narrative style and aesthetic positioning as the brand’s book series, through the diversified fusion of humanistic beauty such as architecture, installation, fashion, and natural beauty such as timelessness, grass and trees, combined with the triple visual chapters of “ICICLE × Shanghai Museum”, “Earth of Scopolette” and “The Art of Silk Scarf”, cross-disciplinary guests’ dialogues, and dynamic art installations, ICICLE’s Live broadcast will bring the fragrance of books across the screen. The premiere featured host Liu Yanchi, actor Peng Yang, stylist Xing Xing, and sustainable creative planner Chen Yidi, together with a group of models, presenting ICICLE Zhihe’s aesthetics practice, which breakthroughs the cross-platform synchronization through the brand’s Tmall, Shake, Xiaohongshu, and WeChat video numbers.

The live broadcast went for the first time to the rooftop farm of the Fashion Industrial Park – ICICLE Sky Yard, where vegetables for daily consumption by the employees of the industrial park are grown. The live broadcast scene was faithful to the original design of the rooftop farm, punctuated by natural raw materials such as logs, white cloth and linen, and incorporated the oriental philosophy of “heaven is round, earth is square” through the simple and restrained square and round structures, and made extensive use of the aesthetic paradigm of symmetry and white space in traditional paintings, to convey the brand spirit of “unity of the heavenly and human beings” in a sense of order. Models walked from the interior to the farmland in the sky, where art installations inspired by nature were staggered, linking the concepts of apparel manufacturing and sustainability.

The “ICICLE Sky Yard” also inspired an immersive camera language. The live broadcast started at 4:00 p.m., and the daylight changed from brilliant to soft until the end, the gradation of light and shadow of the setting sun was like the flow of figurative time. Under the canopy, between the paths, the guests and the models showed their clothes and talked about the cultural meaning behind fashion, from audio-visual to text, constructing in-depth dialogues about tradition, art, and fashion, and transferring the aesthetics of the ICICLE Wo brand series as an art photography publication to a wider audience instantly through the camera. The aesthetic tone of “ICICLE Zhihe” brand series as an art photography publication will be instantly delivered to more viewers through the lens.

Centered around culture and art, ICICLE’s Live broadcast is a journey of discernment for the brand, as well as an exploration and practice of cultural expression. Over the years, ICICLE has maintained close and long-term cooperation with international authoritative art organizations and artists, writers, calligraphers, etc., and these cultural and artistic nutrients continue to nourish the brand’s expression and fashion creation. The flagship store of Georges V in Paris, Shanghai Zhihe Space and Zhihe Cascade Garden have independent exhibition areas and bookstores, which provide a platform for open exchanges between artists and authors from the East and the West. ICICLE insists on helping to spread culture, in addition to the cooperation with the Shanghai Museum, ICICLE also sponsors the exhibition of Mr. Thierry’s Chinese collection, “China’s Love Affair”, which will be opened by Louvre in May, and the art and cultural activities have become one of the main businesses of the brand. Art and cultural activities have become one of the brand’s main businesses.

ICICLE has always been open to embracing contemporary communication and business practices, but always at its own pace. At a time when consumers are more and more eager to understand the culture and story behind the brand, live broadcasting has also become a new window for ICICLE to talk to consumers. As a matter of fact, ICICLE has accumulated a long history in the field of live broadcasting, during which the brand has observed that quality content live broadcasting is reshaping consumers’ perception, and at the same time, it has also been observing and thinking about how to make live broadcasting a form that better carries the brand’s culture. ICICLE’s Live broadcast will continue to explore a presentation method that is more in line with the brand’s concept and style, naturally deepening ICICLE’s existing practice in the current communication and marketing context.

Regarding the brand’s first all-platform live broadcast, founder Ye Shouzeng said:

“Through the publication of the first two volumes of the ICICLE’s Harvest series, we have systematically sorted out the concepts and aesthetics that the brand wants to convey. Compared to other digital communication media, live broadcasting is a way for us to tell the complete and vivid story of the brand and the series’ creation in an unflinching manner – from the birth of a piece of clothing to the aesthetic thoughts and inspirations behind it; from our own heartfelt journey to the interaction and sharing of ICICLE’s friends.

Now, for the first time, we try to continue the narrative style and aesthetic positioning of the brand book series, and through ICICLE’s lens and spatial aesthetics, we make a breakthrough in linking up with Tmall, Jittery, Xiaohongshu, and WeChat to plan this all-platform live broadcast, presenting our product concepts and brand story to the audience. This is not a regular live broadcast marketing, but we use the live broadcast language with brand spirit to have a sincere and instant dialog with a wide range of audiences.ICICLE’s customers make us always believe that: clothing and carrier with cultural depth will meet its soulmate.”

About ICICLE

ICICLE was founded in Shanghai in 1997. With the brand concept of “Made in Earth”, ICICLE selects high-quality raw materials from nature and recreates them in an environmentally responsible manner, abandoning superfluous designs and displaying natural beauty. The brand aims to provide a comfortable and natural commuting experience for workers who are fully engaged in their work. Currently, the brand has opened more than 240 stores in nearly 110 cities in China. In 2013, the brand created the Paris Creative Center, and in 2019, it will unveil its global flagship store at 35 Rue Georges V in Paris. 2024, it will unveil the Group’s retail milestone project – ICCF GARDEN Zhihe Kachan Garden – at No. 2 Hengshan Road in Shanghai. In March 2025, ICICLE Workshop collection will be launched on the official program of Paris Fashion Week.