Raphael Young consults for ‘upgraded’ Red Dragonfly
Wenzhou, Zhejiang-headquartered footwear and leathergoods company Red Dragonfly has released its latest footwear campaign, starring brand spokesperson Angelababy (pictured), a prominent Chinese model, actress and singer.
International footwear designer Raphael Young consulted on the collection, which local media on the whole received as representing an overall “upgrading”, marking a more premium, fashion-forward repositioning for the Chinese enterprise.
The campaign features numerous shoe styles, mainly made in black (some in contrasting white), several of which incorporate 37.5 Technology, designed to regulate body – or in this case, foot – temperature at the level of 37.5 degrees Celsius. Both core temperature and skin microclimate are kept at this ‘ideal’ temperature thanks to the technology, which its US-based provider described as highly reactive to humidity.
An activewear-inspired foam outsole and latex midsole have also been included in several boot models for a comfortable and “natural” fit and feel, as local media described it.
Created to showcase a decidedly modern edge to the brand, founded in 1995, the nationwide campaign particularly spotlights both military- and gothic-inspired styles, complete with dangling silver chains. Other designs, such as stretch over-the-knee boots, reportedly meld “contemporary feminism with modern art, conveying a kind of unruly feminine charm.”
