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From September 20th to 22nd, 2010, the MARCCASNE Spring-Summer 2011 Appreciation Ceremony, themed "Attitude and Degree," was held in grand style at the Prince Hotel in Quanzhou. The event showcased a fresh, eco-conscious approach to men's fashion through an immersive multimedia performance that captured the essence of environmental awareness. This new collection introduced a marine-inspired concept, marking a significant evolution in the brand’s identity.
The 2011 spring and summer line featured bold innovations in color, pattern, and design, reflecting a shift toward sustainability. According to Ding Jun, President of MARCCASNE, the eco-friendly trend is set to surprise and delight consumers. The theme “State • Degree†symbolizes a deep-sea journey—representing ecological awareness and a broader perspective on life. The brand aims to promote a more responsible lifestyle by encouraging a positive attitude towards nature.
Inspired by disaster films like *2012* and *Jaws*, which highlight humanity's impact on the planet, the campaign seeks to raise awareness about environmental issues. The fashion show itself was a visual and sensory experience, using LED screens, live models, and ambient sound effects to create a dreamlike underwater atmosphere. This audio-visual integration not only aligned with the season’s aesthetic but also reinforced the brand’s commitment to eco-consciousness.
Two key product lines reflected the environmental theme. The first, "Elves of the Sea," drew inspiration from marine life, using abstract representations of deep-sea creatures and emphasizing three-dimensional textures. Color choices included shades of blue, symbolizing harmony and depth. The second, the avant-garde "Blue Flow" series, focused on climate change, incorporating vibrant island-inspired hues and tropical elements like coral and fish to highlight oceanic beauty and fragility.
MARCCASNE targets young, fashion-forward consumers who are environmentally conscious. By aligning its collections with marine themes, the brand effectively resonates with this demographic. As Ding Jun noted, social responsibility has become a core part of the brand’s mission. Through subtle yet powerful messaging, MARCCASNE aims to inspire consumers to embrace sustainable fashion without compromising style.
This initiative reflects a growing trend in the fashion industry: using design as a tool for education and awareness. MARCCASNE’s approach combines entertainment with environmental advocacy, making it a powerful force in shaping future trends. With environmental concerns becoming increasingly central to daily life, the brand’s eco-wind concept is poised to spark a meaningful movement in men’s fashion.
August 28, 2025