As the hustle and bustle of the city gradually subsides, people’s love for frolicking in the ocean and the freedom of summer vacation onboard holiday cruises amidst boundless blue sea and sky grows stronger. On September 15, 2025, at 8:30 PM, Beijing International Fashion Week welcomes a grand event that turns fashion upside down- AM/Jasmine SS26 “Holiday Cruise” Couture Fashion Line launch event. This fashion gourmet feast, centers around the theme of “genteel and timeless Cape Cod and poetic Mediterranean sailing cruises”, a fashion narrative about relaxing summer sailing days onboard holiday cruises. This is not just a gifted Designer’s new interpretation of sailing aesthetics for cruise outfits, but highlights Amanda Liang’s philosophy of “effortless true elegance without trying”. Retro texture and modern aesthetics atmosphere are incorporated into her cruise couture.
The inspiration for this SS26 Fashion Line comes from AM/ Jasmine Chief Designer Amanda Liang’s observations of vacationers enjoying the relaxing and playful days onboard oceangoing cruises at Cape Cod or in the Mediterranean, sipping Dom Perignon while dressing elegantly and swaying in soiree balls – evoking timeless images of the Hyannis Kennedys or Monte Carlo royalty. Using her vivid imagination, Amanda captures lazy hot summers, lovers’ whispers of sweet nothings, children chasing one another onboard cruise decks and paints a warm, spirited ocean life onboard holiday cruises. Whether it is routine strolls on the deck, stepping on cool sand on shallow waters on the beach, dancing the night away at grand soirée balls/banquets at night or the intimacy of families relaxing by the fire, this season’s AM/Jasmine Fashion Line tries to capture that “Old Money Aesthetic and Genteel Spirit”, allowing these outfits to be worn for diverse occasions onboard holiday cruises, while always exhibiting timeless relaxed grace.
To everyone’s delight, this AM/Jasmine SS26 debut has attracted the participation of three talented junior designers – Yuxuan Li, Youtao Cao, and Claire Jialing Chen. Not only involving in the creative conceptions, they were fully integrated in every aspect of outfit creation, from the initial sketches, to fabric and color selection, design details and accessories, all contributing their unique takes, highlighting their unique personalities.
Yuxuan’s inspiration comes from her interest in teaching economics and wanting to create what she might wear comfortably on campus as a college professor.
Drawing muse from his poetry, some of which have been published since Youtao started writing poems as a second grader.
Considering a potential legal career, Claire designed her power suits to be worn in courtrooms and boardrooms fighting injustices, whereas her tennis gear stems from her passion as an avid competitive tennis player.
The junior designers were mentored by Chief Designer Amanda Liang. Creative sparks collided and electrified between these first-time designers and their talented mentor. Waves turned into dynamic curves, bright colors represented the sunset, tweeds were reminiscent of cabin decks. Innovative collaboration across age and experience imparted warmth and spun tales of hopes and aspirations, and fully demonstrates the brand’s respect, exploration and tolerance of creative diversity.
The focus for the SS26 Line lies in its three Core series – Cruise Deck Stroll series, Secret Garden series and chic Soiree Party/Banquet series, reflecting the diverse aspects of genteel life on the sea cruise and satisfying different fashion needs of different occasions. The lead models for all three series are opened and interpreted by three young but exemplary runway models. Model Jingya Qu opened the Show and Series dressed in the Cruise Deck Stroll fashion, confidently and radiantly strutting the runway in a white suit adorned with long blue lace skirt. Her white suit exhibits her genteel spirit and playfulness, while the swaying delicate blue see-through lace skirt evokes the gentle soothing waves of the ocean. For the chic Soiree Party/Banquet series, newcomer Miss Xizi Liang stunned the audience with a purple pant suit ensemble, looking graceful as a supermodel should, her suit reflects the vibrant colors of the ocean at dusk, as if she is about to attend a lavish banquet and dinner dance soirée. The Secret Garden series is headlined by Closing Model Miss Annie Zhang, wearing a green pin striped suit, reflecting the colors of the ocean and the underlying algae. She wears it handsomely, confidently and gracefully as a true young lady.
Cruise Deck Stroll series | Lazy Sea Breeze: Recreating the aristocratic sailing couture, re-interpreting modern casual elegance
The design inspiration for this series is deeply rooted in the maritime dress culture of European and American aristocrats from the last century, worn at Monte Carlo or St. Tropez or Hyannis. Every detail tells the classic tale of the ocean sailing and elegance, restoring the pomp and circumstances of the aristocrats aboard cruise ships; Alternatively, knitted shirts adorned with striped elements continue the classic symbolism of sailor attire, creating a rich retro milieu that feels like traveling back to the golden age of maritime culture. The Designer did not stop at replicating classics, making historical elegance no longer just an obsolete display at museums, but a practical modern outfit that easily adapts to various scenarios from today’s world – commuting, short weekend trips, and formal soiree balls, achieving a perfect balance between retro charm and contemporary needs.
Secret Garden Series | Genteel elegance: Balancing formality and leisure, creating a gentleman/lady fashion for multiple occasions
As the Core series that connects daily life with light formal occasions, the Secret Garden suit series is based on low-keyed luxury of the “old money genteel style”, with the concept of “exquisite but not rigid”, abandoning the “heaviness and restraints” of traditional suits, and blending the elegant atmosphere of cruise travel with the neat feeling of suits. It retains the classic style advantage of suits while injecting a relaxed feeling of vacation, perfectly adapting to daily gatherings, light business exchanges, or garden afternoon tea scenes during vacations.
Soiree Party/Banquet series|Waltz in the Ballroom: Integrating Art Deco Aesthetics, Ocean Charm and Cruise Luxury
If the Cruise Deck Stroll series is a footnote to daily sea life, and the Secret Garden series (suit series) is the appropriate choice for elegant occasions, then the chic Soiree Party/Banquet series closes a magnificent chapter in the Cruise ship grand ballroom. This series is based on the classic Art Deco lines of the 1920s, combining the sharp geometric lines with the dynamic beauty of ocean elements to create evening gowns that combines retro luxury and modern aesthetics.
Cruise Ships as Mobile Utopias, where there is no rush, only the moment when the sea-sky horizon mesh seamlessly with our outfits. We use fashion language to allow wearers find their most comfortable elegance, whether they are on the dance floor or cruise deck. “Designer Amanda Liang’s words not only express the design intention of this season’s new Line, but also re-interpret AM/Jasmine’s understanding of the relationship between fashion and life. In her eyes, AM/Jasmine hopes to convey the comfort and elegance of “cruise ship couture” to every consumer, allowing people to regain the freedom and composure that belongs to the horizon in their busy urban life through a single outfit.