JNBY unveils pop-up shop at Shenzhen MixC World

Chinese fashion brand JNBY (Just Naturally Be Yourself) launched its pop-up shop on the LG floor of Shenzhen MixC World shopping complex in Nanshan District on April 28, showcasing its latest design concepts for the spring and summer 2025 seasons.

An overall view of JNBY’s pop-up shop on the LG floor of Shenzhen MixC World. Photos courtesy of JNBY

Themed around urban nomadism, the pop-up shop draws inspiration from the mobility of nomadic culture and the constantly changing dynamics of modern urban life. The brand believes that urban residents pursue opportunities like nomads and continually explore the boundaries between city and nature. Through an innovative narrative conveyed by clothing and spatial installations, the space offers urban dwellers a chance to experience both physical freedom and a sense of spiritual belonging.

The centerpiece installation of the pop-up shop reinterprets the traditional Mongolian yurt with a modernist concept. A silver metal frame evokes the cold, hard lines of the modern city, while the log texture retains a natural element, and semi-transparent fabric mimics the city’s neon lights — filled with light and shadow blending the virtual and the real. The collision of these three materials creates a striking visual impression of “being in a concrete forest, yet with a heart in the grassland wilderness.”

A collection of clothes from JNBY is showcased inside the pop-up shop.

The space also includes an interactive area where AI algorithms generate exclusive commemorative photos for consumers, capturing their “nomadic moments” with JNBY.

On April 29, Hong Kong actress and singer Myolie Wu Hang-yee visited the JNBY Plus store located on the L3 floor of Shenzhen MixC World. She wore a LESS striped suit from JNBY, which combines design with functionality, embodying the contemporary mindset in modern life: “When the city becomes a wilderness, walking through it is freedom.”

Hong Kong actress and singer Myolie Wu Hang-yee models an outfit from JNBY.

Through the artistic design of the space, the brand conveys its diverse artistic concepts, allowing consumers to experience the profound connection between clothing and life during exploration. JNBY aims to showcase the artistic expression and unique charm of its multiple subsidiary brands and product matrix from various dimensions — including visual presentation, sensory experience, and interactive engagement at the event site.

With a keen sensitivity to art and a deep understanding of life, JNBY is dedicated to creating an artistic living atmosphere. Its various sub-brands are integrated yet coexist independently. Each brand maintains its own aesthetic language while echoing one another, collectively demonstrating an unwavering pursuit of fashion, quality, and life aesthetics.

The pop-up shop will remain open until May 11.