Fashion Designer: Looking For Magic To Subvert Fashion

September 18, 2010 evening, London

Xie Haiping, designer of Shenzhen and brand "Kong Lan show"

Holly Boyle, a fashion stylist in London, said that people were reminded of Lssey Miyake, but Xie had his own style.

She calls her bold colors, rich and complex decorations and details amazing.

Since Xie Feng's show in French fashion week, many designers have appeared in the most authoritative fashion week in the world.

Obviously, this is an important force in industrial pformation.

To see this, there are Ordos.

After 30 years, Ordos has grown into the world's first cashmere manufacturer, but it always faces the problem of brand limitation: Ordos cashmere sweater is regarded as the dress of middle-aged people.

Thus, a bold idea came true.

Working for Chanel (Chanel) for 15 years, only after the Karl Lagerfeld (Karl Lagerfeld) character Du Fu, began to work for it.

The foreign designer who likes to be called "Lao Du" has personally designed 2009 autumn and winter, 2010 spring summer, 2010 autumn and winter three season products for Ordos and launched the spring and summer series in 2011.

"Ordos should be as elegant and generous as Chanel," said Zhang Yiling, general manager of Erdos clothing company limited.

Obviously, in China, "consumers care more about style," many brands responsible for running international brands say, unlike foreign consumers who care more about brand history.

Especially those who are very critical of brands after 80. Brands need not only quality but also personality and fashion and fashion elements.

At the beginning of the year, Hangzhou Tower Celine special store, a board shoes that cooperate with leaps and bounds, became popular.

At the same time, the old brand of domestic goods leaps and power shoes, which have long been unable to find, have caused a surge of excitement on the Internet.

These old Chinese products, which have been withdrawing from the market for many years, have been packaged into small crowd cards by foreigners and catered to the young people's consumption psychology.

"Now young people are more particular about their personality."

Yintai Wulin shop responsible person said.

In fact, the "personality tide card" has sprung up in recent years.

These tide cards, the number of stores is not large, the volume is not large, giving people the impression of niche.

Moreover, these consumers value their emotions more. "Cool" is the most important thing.

Says Lin Zi, the top 10 fashion designer in China.

Indeed, consumers are increasingly focusing on styles.

"Now about 2000 yuan of wedding dress more hot sales, although the price of the quality of the general, but because of the variety of styles after the selection of the hot spot."

Zhou Quanbin, a Guangzhou PERREGAUX wedding market planning department, said that some people even chose black wedding dresses, and their ideas were new and fashionable.

"The era of consumers' understanding of how to spend is starting," said Zhou Chengjian, chairman of Metersbonwe. We need to meet the needs of consumers at the fastest speed, so thousands of them are launched every year.

In fact, a garment enterprise that pursues youth, fashion and fashion must have a design team in front of fashion and fashion. Only by guiding fashion and popularity can enterprises not be eliminated by fashion and popularity.

"It's impossible to innovate behind closed doors," said Guo Donglin, chairman of YISHION. If any good design talent does not always contact the outside world and learn from others, he will lose his excellence.

Only by mastering the pulse of fashion and popularity can we innovate with our own advantages and unique brand culture.

Therefore, they adopted the strategy of "going out and bringing in".

One of the most striking ways is that YISHION set up its own design studio in London, "London is the fashion capital of the world", and the design studio set up "YISHION can be the first time to connect with the fashion in Europe and the United States".

YISHION designers do not have to work in and out of the company.

The company gives them enough time to familiarize themselves with the market and understand the market.

Even in the evenings, they are not allowed to rest at home, but to integrate into the local life.

In China, the company has several design centers and employs over 200 fashion designers.

Gurus hired the international master JEAN PAUL KNOTT.

KNOTT was formerly the design assistant of YSL high fashion series and the director of R & D of "YSL left bank" senior garment series product.

After joining the song, he told him: how to shape, grasp and adhere to the style, "now the style of the song is clearer and more concentrated, although the clothing will change every season, but the style will continue."

The new chairman of the State Council, Mr.

Similarly, the "SEPTWOLVES" brand of the seven wolves and the famous French fashion designer DANIEL FARET has been officially released.

"The essence of fashion is subversion."

Some experts say.

In the view of Du Yuzhou, President of the China clothing association, "to grasp the natural beauty, social beauty and technological beauty, we must broaden our horizons and expand our knowledge."

The crossover began.

The movie invited the designers in Italy and set up SOFA brand, through the art of design to support art, through cross-border art to design innovation inspiration.

This requires the integration of self-cultivation. "If you are not able to cultivate your inner culture, how can you design and sell the clothes that consumers are touched by?" said Cao Shichao, director of the Institute of cultural studies in Shanghai de village. We should find such a cultural personality from China. It is unique to the Chinese people and is loved by the whole world, which makes our consumers deeply moved.

And more importantly, "there is no shortage of designers who can design fashion, elegance, sexy and beautiful fashion, but they are very short of fashion designers."

Mark design, the exception design director, said that in twenty-first Century, designers should no longer be just a consumer advocate who showed their individuality and created a short time popularity. Those who were full of creativity and passion should also fill in their gaps in business knowledge.

The problem is, "designers are getting older and there is no fresh blood to replenish them in time."

Wang Qing, former chairman of Chinese fashion design, said.

Obviously, the growth of designers is also very difficult.

In 2004, Wang Peiyi set up the Alex Wang custom studio. "Foreign designers first get government support, they give designers many opportunities to show themselves."

But in China, "we have to rely on our own efforts to fight alone, and the clothing market environment has been chaotic, it is fortunate to be able to persist."

Because of demanding, he refused several investment opportunities.

If the investor is ignorant of design or wants to design or operate, it will easily violate the brand idea and original intention of the design.

Similarly, the cooperation between designers and entrepreneurs is also a problem that the industry needs to seriously explore.

Last year, when customers formally announced their entry into the jeans market, they adopted the "buyer mode".

These buyers take part in fashion festivals and shopping malls in Europe and America to find the most popular fashion elements.

The designer team processed the innovation according to the information provided by the buyers, and a fashionable jeans came into being.

According to the briefing, the 8 jeans that were launched for the first time were fashionable, full of design sense and quickly welcomed by consumers.

Buyers have designed the single hand market and achieved good results.