Consinee brings ‘lying flat’ movement to Pitti Uomo

What Happened The 107th edition of Pitti Uomo, held from January 14–17 at Florence’s Fortezza da Basso, showcased the debut of “I Just Don’t Want to Wake Up” — known as “lying flat” (躺平) in Chinese — a bold new knitwear capsule collection that redefines the boundaries of contemporary fashion. This collaboration between Chinese cashmere giant Consinee Group, celebrated Italian journalist Angelo Flaccavento, and fashion designer Luca D’Alena fuses the comfort of loungewear with the dynamism of urban streetwear. The collection of 30 intricately crafted knitwear pieces draws inspiration from nightwear and intimate apparel. Padded and quilted details evoke the cozy embrace of pillows and blankets, while trompe l’oeil jacquard techniques create textured folds and imperfections that recall the wrinkles in clothes after sleep. Silhouettes range from elongated lines to enveloping, cocoon-like shapes, offering a contemporary approach to balancing relaxation with elegance. The presentation reflects the current phenomenon in China known as lying flat, where young people are choosing to escape societal pressures by rejecting overwork and the pursuit of constant achievement. However, Boris Xue, CEO of Consinee Group, emphasized that it should not be seen as a negative message. “2024 has been a challenging year due to the economic downturn. This is a call to prioritize personal well-being, to slow down, reflect, and move forward,” he explains. The Jing Take Founded in 1999, Consinee has established itself as a global leader in luxury cashmere, producing 20% of the world’s pure cashmere yarn. From its certified supply chain to its state-of-the-art 80,000-square-meter facility in Ningbo, Consinee demonstrates the potential of technology-driven, eco-responsible manufacturing. Its factory, capable of producing up to 30 tons of cashmere yarn daily, operates with a staff of only 20 people and integrates artificial intelligence to achieve an unprecedented level of efficacy. Through its Post-Truth Clothing Project (PTCP), Consinee has invested $20.6 million to develop a fully automated production line, with the aim of transforming raw cashmere into finished garments through a sustainable and completely digitized process over the next five years. With 95% of its revenue coming from exports, Consinee reported a 24% increase in sales in 2024, bringing its total revenue close to $1 billion. As Xue shares, “It is the seventh year we are showcasing at Pitti Filati and the third at Pitti Uomo. The tradeshow is a great opportunity for us to meet with old and new brands, to showcase our superior quality and the infinite possibilities of our yarn.” The event was a celebration of creativity and craftsmanship, brought to life by Consinee’s innovative vision. The “I Just Don’t Want to Wake Up” collection exemplifies the potential of cross-cultural collaboration and sustainable practices in shaping the future of luxury. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Consinee brings ‘lying flat’ movement to Pitti Uomo

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Published January 16, 2025

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Consinee brings ‘lying flat’ movement to Pitti Uomo