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the 2025 spring/summer london fashion week will be held from september 12 to 17, 2024. the british fashion council (bfc) has announced a detailed schedule (see the end of the article for details).

as chinese culture continues to be exported overseas, this strong national style has also reached the stage of london fashion week. many chinese/chinese designer brands will appear on the stage at this fashion week, and chinese actor and international supermodel hu bing will also attend this london fashion week as the opening guest.

it is worth mentioning that in previous years, the skin care partners of london fashion week were all international first-line brands, but this year the organizers specially designated china yangshengtang cosmetics as the official skin care brand of london fashion week 2024, and greatly appreciated its concept of "waterless skin care, streamlined anti-aging".

the reason why yoseido has become the official designated skincare brand of this london fashion week is inseparable from its outstanding market performance and design innovation in recent years. it is reported that yoseido is a high-end skincare company under the yoseido group. it pioneered the waterless skincare formula system (using pure birch sap to replace deionized water in the production process of skincare products) and took the lead in establishing a waterless skincare group standard in the industry. the anti-aging star product winter pregnancy essence was well received by consumers as soon as it was launched, and a "streamlined anti-aging" skincare trend swept the market. its brand attitude of "not being a substitute for international big brands, but only being a luxury product of domestic products" has also been widely recognized, and celebrities have become "tap water" to actively recommend it.

while market sales continue to rise, yoseido's product designs have also repeatedly stood out. its 2024 new product, yoseido men's rejuvenation series, has made it through all the way with its unique concept and design, and has now been shortlisted for the finals of the 2024 pentawards design competition, an international design event where design works from international beauty and skincare brands gather.

the appearance of yoseido on the international catwalk has also attracted the attention of the entire industry. many domestic skincare brands are looking forward to the collision of oriental skincare and western fashion. i believe that this is an unprecedented highlight moment for domestic beauty products, and it will become a milestone event for chinese skincare products to go global, and thus open up a new prospect for the internationalization of chinese skincare brands.

appendix: 2024 london fashion week schedule