锦州雨墨

MOF Girls' Mall Info

MOF is short for MUSEUM OF FRIENDSHIP. The brand was originally established in London in 2014. Founder Tianmo Wang graduated from Central Saint Martins’ Fashion Design program in 2011 and was that year’s course award winner. Only two Chinese students have received this honor since the school's establishment. From 2014 to 2017, MUSEUM OF FRIENDSHIP, as a fashion brand, participated in numerous fashion weeks in Paris, London, and Shanghai multiple times and was featured in major magazines such as Vogue, ELLE, Bazaar, and T Magazine. It also entered prestigious multi-brand stores like 10 CORSO COMO, H.loranzo, and OPENING CEREMONY.

Starting in 2018, the brand shifted its focus to online platforms, subsequently incubating several sub-brands with different styles at more accessible price points. The founder hoped more girls could afford her designs. These brands include: cute style MOFgiftshop, retro swimwear brand MOFstretch, futuristic "辣妹" brand NEXT PASSPORT, new Chinese style brand tilt knees, gender-neutral quirky brand OINKOINK, and art-derived brand MOFiscreamcolour created in collaboration with American artist Cruz.

In 2020, after returning to London and inspired by the Mary Quant exhibition at the V&A, the founder decided to gather all her brands under one roof to open her own MOF Girl's Department Store. In October 2021, the first MOF Girl's Department Store opened on Yuyuan Road in Shanghai. Currently, the department store has over a dozen locations across China. In the future, the brand hopes to expand globally to cities like London, New York, Tokyo, and Seoul, allowing more girls to experience the vitality of Chinese designer brands. As long as you're growing, you're a girl (GROW UP & DRESS UP).