Stories Of Five Chinese Designers

. Xia Hua's identity has also changed from a clothing peddler to the president of Yiwen enterprise group. "the change is so fast that new highlights come out every year, which drives the development of the whole fashion industry." Xia Hua just came back from a business trip abroad. She said that she always felt this way every time she went abroad for an inspection tour. In Xia Hua's opinion, for Chinese original brands, there is not much difference between them and their foreign counterparts in terms of products themselves. The real difference lies in the original culture. Therefore, she proposed that the original spirit must be carried out to the end. she believes that "Yiwen" should be an enterprise that carries out creativity to the end. Creativity is not a slogan. More importantly, it is a kind of spirit in the enterprise's bones and cells. Every employee in the enterprise should have the spirit of creativity -- the spirit of innovation from the heart. "In Yiwen, every day, everyone, we work poetically, we sincerely give, we are busy and happy." The key to the development of Xiahua is not to pay attention to the development of talents, but not to the accumulation of talents With the huge growth of production scale, the development of new brands is gradually launched. Xia Hua said, "in the 10 years since the end of 1994, Yiwen has been able to make it to this day. First, I think it is my philosophy that may also be applicable to all of you here. Including I'm communicating with the executives of the modern mall. The managers of the enterprise must give the enterprise a philosophy. My staff and I have been adhering to a well digging philosophy. It took us 10 years to dig a deep well. So we have a steady stream of water coming out. Why does digging a well mean doing one thing? I have witnessed many enterprises dig ten pits in 10 years, and they still have no water to drink. We have been making clothes, even men's clothes, even suits. They are proficient in diligence, excellence and specialization. Garment enterprises are innovating every day. We spent 10 years, more than 3000 days studying how to change a suit every day. We study hard, never miss every detail, even every innovation opportunity. A philosophy is supporting me and my company, and a kind of focus is supporting my colleagues here. ". after winning the award of "top ten fashion brands in Beijing", Yiwen does not dare to slack off on the road of brand development, and every Yiwen person still maintains high enthusiasm. "Yesterday's cultural competitiveness is still the ultimate achievement of cultural innovation." Xia Hua said so. At present, Yiwen people are seriously summing up and constantly improving their service level, through the study of traditional Chinese culture, to enhance the brand's cultural symbol value. Xia Hua believes that the development of Chinese original brands in terms of design power and cultural power lacks promotion. At present, Beijing brands need a good business atmosphere and create a space belonging to Beijing's original brands in the main shopping malls of Beijing. Only in this way can the competitiveness of original brands be enhanced and the foundation for the follow-up development of fashion city be laid. Wu Haiyan, artistic design director of "Wu Haiyan" company, should be creative throughout the whole industry chain in 1995, when Wu Haiyan went to Europe for the first time with the delegation of China Fashion Group, she saw the Japanese team in front of the banner store of Lv to buy LV leather goods, and foreign tourists were constantly in front of boss, Gucci and other high-end brand clothing stores What is the secret of these brands' standing for a century. She realized that for an individual fashion designer, whether working in an enterprise or running a design studio independently, someone must first know you. "When we're talking about a design company, maybe we don't know if there's a chief designer here, but we know their brand - a brand built by design." For China's clothing industry, the advent of the era of design integration is sooner or later. Wu Haiyan maintains a positive attitude towards it. She has her own analysis: "I don't think it's a problem for China to make clothes, but how to make a set of products that can go to the world brand depends on the integration of design. According to the development process of foreign clothing industry, the division of labor in the industrial chain is increasingly subdivided, and some professional design companies emerge as the times require. The practice of most small and medium-sized enterprises is to rely on professional design companies to provide product design, and even large companies will ask design companies to provide services. " In the following two years, she made several investigations in the field of European and American design, which laid the foundation for her future work as a design company. At the end of 1997, China Fashion Group invited Wu Haiyan as chief designer to preside over the company. Wu Haiyan wanted to combine her thinking with what she saw in Paris. She not only made clothes, but also did patterns and home textile design. Although these could not be realized under the system at that time, she still set up a design company named after herself in Beijing in 2000. It is not easy for a design company to survive today. It depends on the design environment. "Before 2004, the design environment did not form. Although the domestic industrial chain has been formed, and China is a complete industrial chain in terms of processing, the design chain has not been formed." "With a population of 1.3 billion, China has a lot of opportunities. We have rich resources and we are rooted in the Chinese market. " Wu Haiyan said that this is her confidence to be a design company. Wu Haiyan registered all the fields related to her design brand. What she did was design at the core. "Design should also have a brand," Wu said. Now we talk about brand only about clothing brand. But Europe is different. They have processing brands, weaving brands, printing and dyeing brands. Every middle port of the industrial chain has a brand, while China only talks about the brand of the terminal, so the overall improvement can not be achieved. " Wu Haiyan felt deeply: "my job is to design brands for Chinese enterprises. I hope to take design as an important part of the industrial chain, because it will be an important industrial chain after market segmentation. And market segmentation also means: who does the best is the real winner. " In 2001, the theme of China International Fashion Week was set as "national culture and international fashion". This year, Wu Haiyan launched the second large-scale fashion show of Oriental silk country on the Bank of Xizi lake. At that year's fashion week, she won the "Golden Summit Award" of Chinese fashion design with her silk clothing design creativity combining tradition and fashion. Xiefeng, the design director of Giffen, was first promoted as "design" by the company. Then, in October last year, "Giffen" opened the door of Paris fashion with the theme of "door". On February 25, this year, Xie Feng again took "road" as the theme, bringing Chinese fashion onto the international "t" stage again. After the new funds and ideas came in, I found that some of our practices looked ridiculous among the "insiders". For example, in the 1960s and 1970s, when the designers came to the stage, they completely accepted that these things had been done in foreign countries. Now in foreign countries, even how designers come out of the curtain call is planned by the promotion company in advance. The makeup, image, expression and behavior of designers are part of the brand operation. " With the introduction of vlosy, Giffen hired the editor of British "bazaar" as style director. "In China, we always think that fashion design is entirely decided by designers. In fact, it is no longer the case in the world. The international practice is that the style director and the marketing director will assist the designer to design and make the brand more market-oriented and fashionable. " Xiefeng wants to express all the concepts of "journey, adventure, encounter and sharing" between "Giffen" and the highest stage of world fashion with "road", which not only expresses the current development state of the brand, but also continues the beautiful prospect after "door". In the 1920s, clothes with travel style and masculine color, such as Chaplin's dusty little shoulder suit, tights, Sherlock Holmes' gloves and Cape, became the inspiration source of "road". The 1920s, which is regarded as "the most masculine and elegant characteristic", was paid attention to by "Giffen" because the most top fashion of women's wear in France is falling in love with "masculinity". "The 1920s was an aristocratic era with a neutral color, and I hope that the women's wear I launched will have the British style of that era." Xie Feng said, "the reason why Paris is great and becomes the birthplace of current fashion is that its fashion has no reference at all. All the feelings come from life. Paris people have been tired of the special feminization that was still popular two years ago. The result of this boredom is that we all discover the beauty of masculinity. Of course, although each designer's style will be different, masculinity will certainly become the mainstream of women's clothing release. " Giffen, which pays attention to commercial operation, has always advocated making design according to market sales. Xie Feng believes that Chinese designers will have corresponding "Chinese style fashion performance" in the "Chinese environment". When exposed to the "international environment", the public may see an "international fashion performance" that is strange to all but astonishing. You Hongyan, the general manager of "Ayu Beidou", seeks originality from "cultural grocery stores" at all times and in all over the world you Hongyan, who is called "a you" in the circle, agrees that the personalized development of the brand originates from the designer's initial preference, and when entering the commercial operation, it is necessary to issue the brand according to the rules. Pay attention to Ayu not only because of its Chinese elements, but also because of its growing experience as a brand. in 1995, Ayu gave up his previous job and devoted himself to his own business. The next year, she finally had her first shop and pursued her dream with a group of small women who also loved calico. From 1996 to 1997, "Ayu's shop" was sold in front and made in the back, all of which had Chinese characteristics. After that, you started to open a needle shop in Beijing. In 1999 and 2000, Ayu's stores were blooming all over the country. The company's sales network covers more than 30 cities in China, with an annual output of 100000 pieces. Founded in April 1996, Beijing Ayu Garment Co., Ltd., registered brand "Ayu", focuses on designing and producing women's casual clothes. The design advocates the combination of national characteristics and popular fashion. The main elements of fabric selection are comfortable hand feeling and strong drape sense of cotton and hemp. Ayu clothing has been persistently adhering to distinct personality and innovation, but also constantly creating and creating Guide their own sales market. Ayu's clothes pursue nature, and their inspiration comes from folk and even Han Dynasty lacquerware patterns. Each garment has its own simple fashion. Ah you insists on drawing inspiration from the multi-cultural model. There are all kinds of skills and philosophies in traditional Chinese culture, as well as various schools in the west, even street graffiti and video games and animation loved by young people nowadays. Ah you's brain is like a grocery store. "I'm curious about all the interesting things. I don't want to stick to any form of expression. Only by trying to integrate the elements of tradition, innovation and modernization can we form a unique style of the brand." Ah you said. "In September last year, the designer team went to Dali, Lijiang and Lugu Lake in Yunnan Province. In the process of playing, the theme of spring and summer in 2007 was completed, that is, Dali Bai People's amorous feelings." Ayu is full of confidence in the new product. "I like designers who have independent thinking ability. Expressing in the most direct way can make things simple and clear. Designers' brains should be used in high-level places. People who know how to deal with interpersonal relationships can't make moving works." Ah you's design room creates a creative atmosphere of seeking differences and reserving similarities. Everyone should bravely express their own views. They inspire each other in this collision and make great progress. since the establishment of the company, in addition to the design and production of "Ayu" brand four seasons clothing, it has also increased the design and development of many clothing related aspects, such as pottery hand ornaments, cloth bags, hats, cloth shoes, craft sweaters, etc. Ayu told reporters that her brand promotion way is "to create brand with original and national free style"; her development goal is to promote the internationalization of Chinese brands and become the leader of domestic clothing brands. Ma Xun, the designer of Li Ning company, makes Banpo pottery creative all over the world