Jack & Jones experience show (on the left), gothic style (in the middle), Jack & Jones promotional photograph on its international site (on the right)

Danish menswear brand Jack & Jones’ gothic-themed tour came to an end in Shanghai this December. The tour was named “Gothicise Your Wardrobe 2011, Jack & Jones Brand Experience Show” and hit many cities across China including Dalian, Beijing, and Jinan.

On the site of the event, Jack & Jones lured attendees with stickers of a human skeleton, virtual fitting rooms, free installation of Jack & Jones smart phone applications, and interactive games. According to a spokesman, Jack & Jones interpretation of gothic fashion was made more modern, energetic, and powerful by trading in traditionally dark colors for less dramatic grey, white, and blue.

I don’t know much about Gothic style. My first impression will be black and red colors, heavy make-up, and manga characters. Jack & Jones is more of a casual apparel brand for 20-30 year old consumers in my opinion. I have some clothes from Jack & Jones but I think their designs have been lacking in creativity in recent years. However, I am curious to see what the gothic series look like this time. H&M’ is known for its collaborations with top designer brands. This time, Jack & Jones is introducing a style of gothic fashion to Chinese people. I don’t think the gothic style is misplaced in Jack & Jones brand image; it actually may attract a different kind of customer.

- Eric, 25, male, Shanghai