The casual wear producer Semir has kicked off its latest promotion with the appointment of pop star Nicholas Tse as its front man.

Tse is an eye-catching entertainer who attracts fans with his cool, unrestrained and straight character. His love affair with superstar singer Faye Wong - who is 10 years his senior - has also helped his stage career.

Qiu Guanghe, president of Semir says he want to incorporate Tse's avant-garde celebrity profile into the company's brand-building campaign to help make Semir more attractive to young people.

Young, casual, comfortable and natural - this is the main theme of . This season, Semir is presenting six new styles ranging from "New Sailors" to "Ethnic Hippy".

New Sailors - Strong and confident which is the image portrayed by sailors. Based on the basic design of sailor's clothing, the designer also adds more bright colours in the line and puts focus on the softness and comfort. Even walking through the bustling, hustling city, people would feel every morning was a new start.

Ethnic Hippy - African totem, eastern European embroidery, flamboyant colours, unrestrained cut, combinations of different materials and decorative lining.

Edel Weiss - The romantic edelweiss of the Austrian Alps also has a rolse to play in a metropolis. Fresh colours remind you of the winters in the forest. Frozen winter is over and spring will come back!

(Shanghai Star   Aug 7, 2003)