Attention all fashionistas! The exclusive Chinese brand JNBY (established in 1994) is expanding across America and into the Bay Area. As a company that lives by its motto (and namesake), "Just Naturally Be Yourself," it encourages shoppers to find beauty in everyday life through its modern and unique style. The company is "dedicated to finding that elegance behind the not-so-perfect world". Xiao Li, the manager and marketing director of JNBY USA and former UC Berkeley student, describes JNBY as contemporary, unique and joyful. The collections of the brand screams “East meets West” and transforms inspiration from daily life into exceptionally unique designs. The brand opened its first store in Seattle and just celebrated the grand opening of its pop up store only one floor above its second location in the San Francisco Westfield Centre. From the looks of it, JNBY is just getting started. With the ubiquitous and infamous “Made in China” tagline, many Americans assume Chinese brands to be cheap and mass-produced, however, JNBY delivers the exact opposite vibe with their luxurious materials and one-of-a-kind designs.

While attending Cal, Xiao began her journey at JNBY as a summer intern analyzing marketing strategy for each store location. She later joined the company full-time after graduating and put her design and graphic interface skills from her Art Practice degree to work. Every day, her job presents something fresh, because she is constantly learning new things about fashion and helping the brand produce innovative clothing lines. Her current goal is to help expand JNBY’s consumer base by expanding into the international market. The first step is entering the American market, and we have high hopes for its success. JNBY is appealing because of its creative menswear and womenswear. Too often, stores focus design and manufacturing on one gender, but JNBY gives equal focus to each gender (and everything in between). Every look is different, yet retains the common thread of modernity and fashion-forward style.

Check out Garb’s favorite JNBY nighttime, daytime, and work looks for women.

Going out

Feelin' Cool in blue

This is not your average bodycon dress. Embellished with cutouts and ties, this dress is perfect to slay an evening out. Not only will its midi-length cut elongate your frame, but it it will also keep you comfortable all night with its incredibly soft material. Kim K might even be jealous of that bootilicious, hip-hugging attire on your physique.

Green Turtle

Everyone looks great in a long-sleeved black turtleneck. The cheeky green lace overlay adds a flare to this layered look. The layering of the black under the lengthy, olive sheer lace adds a delicate touch to a classic look. Watch out, you may catch yourself spinning in this flirty dress!

Rustic Velour

This look is simply effortless - an outfit complete with one piece! It may look sleek and edgy, but it is secretly soft and comfortable. You may find yourself asking, “Should I wear this out in the city, or should I stay in for the night?” Pair with this beautiful sleek leather bag and floppy black hat to complete the look.

work

Gregarious Grey

This outfit proves that wearing monochrome colors is not always boring! This outfit works because of its diversity in fabrics with the thicccc coat and dainty lace. The high waisted pants will show off your waist, while the lace gingerly kisses your skin.

Everyday

Toasty Spring

Spring may be approaching, but that doesn’t mean that it’s warm outside (especially in the Bay). Cozy up in this floor-length puffer paired with these cropped, frayed, high-waisted jeans. The jeans keep spring in your style, while the puffer makes sure you don’t freeze.

Forest Artist

You can also dress velvet down in this outfit by throwing on an artsy painted denim jacket. We love the creative touch of the image on the back of the coat. A denim piece like this is essential to your college wardrobe. This look will make you feel relaxed, yet urbane for class!

Nothing but Camouflage

This epic coat is the statement piece to this outfit. Layer with muted, neutral pieces like black jeans or a dark grey sweater to highlight the coat. It’s perfect for the many stormy clouds recently looming over Berkeley. If your hair is long, try fashioning a top knot, so as not to detract from the lettering on the back.

As you can see, JNBY has a myriad of options for work wear, along with everyday and night out looks. The high quality of the clothing is evident with the touch and feel of the fabric, and the look of its structured form. Garb is raving about this revolutionary Chinese brand making the trek here to the west coast. Shout out to JNBY for letting us dress up in your magical clothes! Catch you peeking into JNBY the next time you are in San Francisco!

JNBY Woman