The label 'M ESSENTIAL - all about love' is about discovering the tension and similarities between Eastern artistic traditions and the state of modern life in China. The name 'M ESSENTIAL' expresses the brand's reaction to current society's attitude towards consumption. To minimise excess and revert to the essence of design. To put the emphasis back on the basic needs of daily life and give up the urge to seek approval or to try too hard. Confidence should come from individual experience, which can be translated into personal style. This confidence will strengthen and support the inner sensitivities inherent in each of us. The slogan 'all about love' stems from the idea that love liberates and give freedom. M ESSENTIAL wishes to share and experience life through love and encourage a better way of life.