Rue Madame brings lifestyle brand Aviator Nation to Guangzhou

Rue Madame, the French concept store curating fashion happiness in Hong Kong, Singapore and Guangzhou has launched Aviator Nation, a 1970’s inspired California lifestyle brand. The launch was marked with a celebration in their Guangzhou store featuring a retro-inspired food truck, live music - bringing a slice of California, to Guangzhou.

Paige Mycoskie, founder and creative visionary behind Aviator Nation, launched the brand in Venice Beach in 2006. Mycoskie’s passion for 1970’s fashion and the music that defined that time period inspired her to create her own clothing stitched by hand.

While working at a surf shop in Southern California, she purchased a sewing machine and spent nights after work teaching herself to sew, determined to create garments with the same look and feel of the vintage pieces she had been collecting for years. The brand has since grown into a global lifestyle brand with 19 destination retail locations. The partnership with Rue Madame, is Aviator Nation’s first entry into Mainland China.

Done in collaboration with Chinese creative and influencer agency Red Ant, the brand has garnered a loyal following among celebrities and influencers, further enhancing its visibility and allure in the fashion world. Fans include Anne Hathaway, Lady Gaga, Reese Witherspoon, Gwyneth Paltrow, Kate Hudson, Jake Gyllenhaal, Katy Perry, Paris Hilton, amongst others.

Aviator Nation's strategy focuses on celebrating 1970s California lifestyle through high-quality, handmade garments produced in California & Rue Madame has built a very special community of like-minded fashion enthusiasts, said a spokesperson of Rue Madame in a conversation with MARKETING-INTERACTIVE.

"So, for this launch we worked together with the Rue Madame team, to carefully create a group of Mainland Chinese KOLS and media, that would really understand the brands ethos and bring their unique interpretations of how Aviator Nation can fit to the Chinese style scene. We invited 15 kols, who matched the retro California lifestyle to join the event, trying on the new collections to interpretate the style in their own way. For example, combining American leisure with sporty chic or urban core, giving more diverse styling experience to the brand."

The campaign is a 360-degree activation that centred around a unique event in the Rue Madame Guangzhou store. The content created via the event was disseminated online via the KOLs and media. This will be further amplified via Rue Madame’s owned social media.

The campaign targets predominantly fashion-conscious women who cherish individuality, self-expression, and joy in their lives, added the spokesperson. "They are vibrant and lively, drawn to unique, stylish pieces that set them apart from the mainstream, reflecting their desire for authenticity in a world of mass production. Embracing a lifestyle that prioritises quality, sustainability, and positivity, they seek brands that align with their ethical values and create an uplifting atmosphere."

"These customers appreciate playful designs and cheerful aesthetics, viewing fashion as an extension of their identity and a means to communicate their beliefs and aspirations. Their enthusiasm for life and commitment to happiness make them ideal advocates for Rue Madame's mission to 'make every client happy'. The Rue Madame consumers are more and more selective and experience-driven. They prioritise timeless investments, leaning towards brands and products with strong stories or emotional resonance."

“Our aim is to unite a tribe of passionate individuals who want to inspire the world. We are a brand that believes the quality of the product is number one. For us, creating products that reflect our values and highlight the beauty of imperfection is the dream combo. We celebrate a time when music, surfing, and a love for community shaped our culture. Our mission is to create quality garments and keep this energy alive,” says Paige Mycoskie, founder and creative director, Aviator Nation.

Aviator Nation is known for its use of premium fabrics and materials, ensuring comfort and durability in every piece. Each item emphasises quality and attention to detail, which sets it apart from massproduced clothing. The designs are heavily inspired by 1970s and 1980s Americana, featuring bold colors, retro graphics, and a nostalgic vibe. The brand’s iconic lightning bolt logo is a symbol of adventure and individuality, making it instantly recognisable. Aviator Nation is committed to sustainability, using eco-friendly materials and practices wherever possible, appealing to environmentally conscious consumers.

“We opened our Guangzhou store a year ago, and we’ve built a wonderful community of likeminded fashion enthusiasts. We work hard to bring our customers brands, that they can’t find anywhere else in China, that are great quality and fun. Aviator Nation is a brand I have personally admired for a very long time. They stand out in the fashion industry, not just for their beautiful products, but also for their commitment community, and sustainability,” says Ariane Zagury, founder & CEO, Rue Madame.

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