Creativity, The Way To Shape Design

　　 Originality The most intuitive expression is design, creativity can be addition or subtraction.

Creativity can be intangible and can be thought. But in a specific industry, for example, Fashion industry Creativity must be expressed in a certain form.

Creativity can be very simple.

The best way to do subtraction is to print Muji. brand They all have been lost.

Kimi Masaama is the head of Muji, and he is regarded as the spokesman of the "good quality spirit" because he is permeated with the simple management philosophy of the Japanese brand. He spoke slowly, but with a clear attitude; his expression was a little old-fashioned, but his laughter was explosive.

Kimi Masaki believes that "the present society pays too much attention to appearance. We need to return to simplicity and simplicity." It sounds a little decisive, but it can make people calm down from the gorgeous and loud noise outside the window, and think about the things beyond this prosperous time. Isn't that how you feel when you've been bombing luxury brands and breaking into MUJI shops?

In recent years, more and more "MUJI" have been identified in Chinese cities such as Beijing, Shanghai, Nanjing, Hangzhou and Suzhou. According to Kimi Masaki's plan to become a good plan manager in early 2008, the total sales of MUJI products abroad will double to nearly 200 stores in the next three years, while the number in China will expand to 30 by the end of 2010. MUJI is accelerating, and Kimi's plan can be seen as a storm. Is this brand famous for its low profile, no Logo (MUJI, Japanese mean no pattern) and never caters to the trend?

However, Kimi Masaki's words make him believe that he is still a loyal catcher of Muji concept. "I never regard Muji as a tool to make money," he said. "What I value more is the sense of beauty and conscience."

"There are two directions for the development of general brands. One is to sell the same things and pursue cheap prices. The other is to increase product publicity and add value to advertising. But these two roads do not want to leave Muji. Talking about the development of the company, Kimi Masaki's enthusiasm for working in Xi you in 1976 was no less than that. At that time, Tsutsumi Kiyoji, chairman of the Xi you group and Tanaka, a famous designer, hoped to take the user's point of view into consideration and get rid of the unnecessary packaging, leaving only the most essential things, which later formed the core values of Muji. Because satisfying the needs of consumers for the living environment and the desire for creative products, and at a reasonable price, Muji soon became independent and set up a "good plan" company. Its products are not labeled or brand names, and are famous for promoting simple lifestyles.

"My only requirement for designers is to restore things to the simplest and at the same time easy to use." Talking about his secret of management, Kimi Masaki seems to be understatement, but what he says is the essence of Muji.

Creativity can be very complicated.

Creativity can be subtractive, of course, can add, to the complexity and gorgeous to the extreme, is also a kind of beauty, as long as the target group.

Today, with the trend of simple naturalistic leadership, ANNA SUI brand clothing is permeated with a strong retro scent and gorgeous luxury. ANNA SUI, a designer, is a Chinese immigrant. Her design is bold and rebellious. Embroidery, lace, hot drills, embroidered beads, fur and so on all gorgeous adornment are included in her design. At the first sight of ANNA SUI, you will be shocked by the eye-catching, almost charming color, and will be fascinated by her unique witch like magic style.

ANNA SUI clothing is gorgeous and practical. It enables fashionable women to play their uninspired creative ideas and freely assemble their own unique charm.

The design of ANNA SUI is bold and a little HECK CAREATTITUDE, which does not care about the worldly vision, coincides with her rebellious character.

Creativity can not be divorced from life.

"Mark went to the countryside." Mao Jihong, chairman of Guangzhou state dress, said, "she often goes to the countryside to collect wind. She wants to find the most fundamental relationship between clothes and people."

More than ten years ago, Mao Jihong met Marco, the designer of Guangzhou, and two people as partners, creating the "exception" brand. In retrospect, he felt that when he studied design at Beijing Institute Of Fashion Technology, his clothes were purely artistic and unacceptable. And Marco's works can be enjoyed by both refined and popular tastes. So they agreed on the "exception", and mark was responsible for the design. He gave up the identity of the designer, specializing in the market and operation.

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"I support the protection of Mark's perception. If she represents a certain degree of" disorder "and" scattered ", then I will rationalize and set up rules. I am also good at finding out the productivity that this perceptual brings, but I can't destroy it. " Mao Jihong summed up his cooperation with mark.

That winter, they sold their first designs to a friend's shop and sold 6 pieces that night. This made him feel confident. In fact, from the beginning to the present, "exceptions" have been profitable, and there has never been any financial difficulty.

Mao Jihong said, "a lot of friends are watching us step by step, and we can't help showing the sigh of" your luck is good. "But I do not agree with this. He always felt that he had no personality traits of businessmen, but "since he could not act, he had to rely on sincerity". His desire to "do a thing well" exceeded his desire to make money. He and mark are the youngest children in the family. Maybe there is no advantage of "caring for people" in their character. They are "sharing type". They are eager to get the idea out, share with others and interact with others. This is a way of doing business.

And he believed, "all things, if you have enough materials and enough hearts, people will be able to feel it." On one occasion, a famous female singer in the art world passed the "exception" and told the president of a department store: "the work of the dress and so on is excellent. It is no worse than Italy's top brand Max Mara." This was a great encouragement to Mao Jihong.

Creativity is a cultural expression.

Xia Guoxin is also a designer. He believes that the most important thing in design is psychological communication. Any successful design should be successful in expressing psychology, finding inner beauty and presenting it in various good forms. Learning textile origin, he thinks, "true excellent design must be built on the needs of customers. This is not a question that designers like, but whether you can meet the needs of customers. For example, if your design can cover up the physical defects of your customers, it is a good design and an inclusive design. "

If we want to find a watershed in the development of "exception", that is 2001. Mao Jihong said: "in that year, he excluded all kinds of miscellaneous and free, and found his own style, so as to set it down. After that, whether it is ordering or doing Collection, there is a pattern to go into orbit. This is very important. "

According to his inspection, the "exception" is suitable for women who have a little artistic temperament, pursue quality of life and want to be different, understand the international fashion but want to express the oriental flavor. They have rich psychological level, sexy, independent and artistic sense. "They may not be the masses, but it is enough to seize the hearts of these people." Mao Jihong said.

Mao Jihong has a sense of mission, that is, to make people in other countries of the world agree with the fashions created by Chinese people. Chinese fashion can occupy a place on the world stage, and even a small number of followers. Therefore, after the "exception" confirmed his style, he began to try to do something about culture, which is an extension of clothing value. That year, the "exception" was designed for Zhu Zheqin's Beijing concert.

By 2007, "exceptions" were becoming more and more popular, both in brand development and in the dissemination of ideas. In March, Paris fashion week, autumn and Winter Conference, the world witnessed the "useless" clothing series designed by mark, with a shocking static space display, which embodies the designer's creativity and painstaking efforts. On the other hand, Mao Jihong worked with director Jia Zhangke to launch the film documentary "useless". The theme of the film revolves around the story of clothes and people displayed by Chinese designer Marco in creating costumes. The documentary eventually won the best documentary award of the horizon unit of the sixty-fourth Venice Film Festival. In April 2007, Mao Jihong set up the "exception" in Kunming, the first fashion concept store in China, which combines "bookstore" with "clothing store". It is a book about art, poetry, literature and aesthetics of contemporary life.

When many clothing brands are busy looking for spokesmen and planning naming activities for sale, Mao Jihong chooses to go deep into the hearts of the audience, stimulate their associations from the cultural level, and cause some kind of thought recognition or emotional resonance. "Fashion is not like home appliances, there are rigid standards of quality identification, it can touch people's hearts, is attached to the above humanistic care and spiritual pleasure." He said.

Ask him what cultural brand he favours in international brands. Mao Jihong ponder over the two names of "Benetton" and "agnes.b". The former has its own magazine, doing a lot of research and education related to color, while the latter never cares about what other people are stirring up. For thirty years, they concentrate on making clothes to express their thoughts and stubbornly use lowercase letters as their LOGO.

　　 Obviously, Mao Jihong agrees with this.