品牌淵源
50年代的迷你英式時代，Mary Quant1962年設(shè)計的迷你裙無處不在，它打破了時裝傳統(tǒng)的比例，平衡，以及審美方式，它讓一切看起來都有點顛三倒四。
In 50's Mini-British era, Mini-skirt designed by Mary Quant 1962 was everywhere, which has broken the traditional fashion proportion, balance, and aesthetic way, which make everything look a little topsy-turvy.
70年代，各國年輕人狂熱投入到嬉皮運動時，當時的時裝以面料先聲奪人，包括自由圖案，枝形花朵圖案，拉斐爾前派式的長裙，格林維納薄紗，土耳其刺繡，印度式外套，有氣派的吉普寨風格，以及20年代的波西米亞風格。。。令人眼花繚亂的風潮，成就了過去50年來花哨，浪漫的服裝風格。與此同時，在東倫敦興起了一股朋克風潮，并且產(chǎn)生了大量奇特的服裝形式。在朋克令人不安與恐懼的粗暴外表下，埋藏著浪漫的因子。80年代，一種新的浪漫主義風潮讓一半拜倫，一半雷蒙波德的中性誘惑成為不可抗拒的樂趣。90年代開始至今，英倫風潮主要定義為前衛(wèi)，保守，叛逆，混搭，年輕，復(fù)古。一點點頹廢，一點點搖滾。
70's, when young men devoted themselves to the hippy movement, the fashion had sounded loaded with fabrics. Bohemian style set off a dazzling wave of success over the past 50 years, the most fancy, and the most romantic clothing styles. At the same time, an upsurge of punk trend had been raised in East London, the brutal appearance of disturbing and fear buried romance factor. 80's, a new wave of romanticism made half of the Byron half Leimengbode become an irresistible fun of neutral temptation. Sine 90's till now, British fashion has mainly defined as avant-garde, conservative, rebellious, mashups, young, retro with a little decadent, a little rock.
而什么是 Mix & Match呢 ？混合與搭配。這是90年代「個人主義式」的穿著觀念盛行時時尚圈提出的口號「混搭」，也就是把不見得同一種風格的服裝混在一起，重新搭配，反而能穿出與眾不同的個人造型。
While what is Mix & Match? This is the slogan "Mashups" raised by the fashion circle when the wearing concept of "individualism" was popular in 90's, which not necessarily mix the same style of clothing but re-mix different style, the distinctive individual modeling can be shown.
我們將 "IamSo"定義為一種生活態(tài)度，主張自我個性的展現(xiàn)。字面上可以理解為 " 我就是這樣！"那么對于"這樣"每個人都有自己的理解和詮釋。因此我們希望通過不同風格的服飾，以混搭作為一種方式，重新搭配，使每個人可以穿出自我風格。IamSo 品牌將既保守又前衛(wèi)的英倫風格，與神秘的東方文化相結(jié)合，使服裝保持一種簡約、個性、唯美、創(chuàng)新的品牌形象。
We defined "IamSo" as an attitude of life, to advocate the emerging of personality. Literally it can be explained as "I am so!"，for this phases "so" everyone has their own understanding and interpretation. Therefore, we hope to re-mix variant styles of clothing through mix and match, enables people to show their personal styles. Brand IamSo makes the best use of both conservative and avant-garde of England style, combining with the mysterious oriental culture to create a brand image of simple, personal, aesthetic and innovative.
IamSo,一個誕生于英國倫敦的，推崇High Fashion的華麗和高雅，卻又不失街頭時尚的年輕，活力，自由，創(chuàng)意和個性化。靈活變通的舒適功能配上刁鉆考究的用色剪裁，保留華麗的同時，淡化隆重與刻意，希望可以得到每個追求浪漫自由的新時代女性的青睞。
IamSo, a legend that was born in London, praises High Fashion's gorgeous and elegant, without losing street fashion of young, dynamic, free, creativity and personalization. Flexible and comfortable features coupling with the exquisite and tricky use of color retains gorgeous, meanwhile diluted solemnity and deliberation. We hope that our style can be favored by each new era women who pursues romantic freedom.

目標消費群特征：獨立、自信、時尚、良好品位和文化素養(yǎng)、有主見及較強的消費力，追求自由、精致的生活方式。
Characteristics of objective consumer group: independence, self-confidence, fashion, good taste and attainment, determined with strong spending power, chasing freedom and sophisticated lifestyle.
面料采用：主要以當今主流精紡棉、天然麻、羊毛、羊絨、真絲、雪紡、萊卡、各種高科技滌綸等為主導(dǎo)面料，輔以市場新面料。
Use of Fabric: mainly in current mainstream spinning cotton, natural hemp, wool, cashmere, silk, chiffon, Lycra, polyester as the leading fabrics, combined with the latest market fabrics.
產(chǎn)品結(jié)構(gòu)：以系列產(chǎn)品出現(xiàn)，以T恤、襯衫、毛衣、風衣、外套、大衣、時裝褲、休閑褲、牛仔褲、半裙、連衣裙、晚裝等為主輔以相應(yīng)配飾，使整個產(chǎn)品線更具搭配性、兼容性。
Product structure: The product appears as series, mainly supported by T-shirts, shirts, sweaters, coats, jackets, coats, fashion trousers, casual pants, jeans, semi-skirts, dresses, evening wear corresponding with appropriate accessories, so that make the whole product line more match and compatibility.
產(chǎn)品設(shè)計：設(shè)計以簡潔、精致為主，注重原創(chuàng)及細節(jié)，強調(diào)目標消費群特有的身材結(jié)構(gòu)與服裝裁剪的結(jié)合，將歐美時尚與東方傳統(tǒng)巧妙結(jié)合，使產(chǎn)品單品和系列搭配均能將東方女性美詮釋得恰到好處。
Design of product: the design which mainly focuses on simple and elegant, emphasize on original and details and underline the perfect combination of the unique body structure of objective consumption group and clothing cutting, combines the euramerican fashion and eastern tradition dexterously in order to make the single product and series collocation interpret the beauty of oriental female just right.

品牌： I am so 愛慕說
IAMSO LONDON LTD,
英國倫敦愛慕說有限公司
Address：ROOM 4，37 Abercorn Place,london,NW8 9DR,UK