The Tide Is &Nbsp; The Tide Is Real.

YOUNG BLOOD (young blood) is a group of young people with common beliefs. They always remain young and dare to be real. Rhapsody 。 They always said to themselves, "I am myself. I am free and brave to be myself.

In recent years, with the development of China's fashion culture, fashion brands and designer brands have springing up and are popular among young consumers. Moreover, the establishment of some regional brand alliance also escorts these cutting-edge brands.

September 27, 2011 - 29, as the new force of CHIC, the first exhibition called "CHIC-YOUNG BLOOD" officially pushed the tide card to the stage. This reporter will take you to experience the exhibition, and feel the new strong trend of fashion, and enter those who are in the tide.

September this year is the first appearance of the CHIC-YOUNGBLOOD exhibition in China. YOUNGBLOOD, as the name suggests, is young blood. The theme of activity is "NEWBORN", which implies that CYB will become the new force of Chinese tidal culture. At the exhibition site, the reporter observed that every participating brand was not adopted. Complicated Means to display, but to highlight their own brand personality and brand culture through creative display.

What is the tide card? Before going to the exhibition interview, reporters repeatedly find the exact definition on the Internet, and finally record this blunt sentence on the notebook: tide card is a new trendy brand pursued by young people. But when we really walked into the exhibition, we found that tide cards can not be defined by rigid words, because it is a kind of spirit - the true feeling of being comfortable and enjoying oneself. Reporters selected some tidal symbols on the exhibition to share their fashion with readers. {page_break}

　　 Tidal front

Navel eye: simple and happy to install cute

"Belly button" is a fun name that you can memorize at a glance. Gao Wenzhe and Lining, the founder of the brand, explain the origin of their names. "Everyone has a navel, like everyone has their own childhood. They all have growing stories. He is like a little child. He always has a little heart. He is every one of us.

In 2007, the first store of navel was on East Fourth Avenue. "Only two hundred or three hundred T-shirts and one pattern were made, only white and male. After the 2008 Olympic Games, the belly button moved to Nanluogu Lane, attracting more young people's attention and love immediately. Gao Wenzhe said.

The theme of this year's navel eye show is "cute." At the booth, the store specially prepared a wall for the visitors to use the brand of the belly button, and visitors could take photos of all kinds of cute shapes against the wall.

When the reporter asked Gao Wenzhe to participate in the exhibition, he seemed very excited. "After all, this exhibition is the first time, it is very exciting. It's not like an exhibition, it's like a big Party. Besides, I met many good friends and I'm going to get together tonight. "

With the trend of reminiscence and loveliness, how does the belly button come out? In Gao Wenzhe's view, "killing a dead body" is a must kill skill in the navel. "Our T-shirts are all basic, but the pattern is not directly applied to a certain element, but will give the element to life, give him a character and let him live."

Now there are 7 stores in the whole country, and online and offline are expanding. Faced with such a good result, Gao Wen Jie is very indifferent. "The intention of making this brand is to enjoy the fun of design, and to make big money, of course, is better, not to make big money. It's okay. I just want to pursue my life freely."

Navel can be said to be an exclusive husband and wife shop: male and female owners. Gao Wenzhe is mainly responsible for designing drawings, while Lining is in charge of operation and outreach. Although they are tired, they feel that everything is very valuable, "because our design can be recognized by everyone, and bring simple happiness to people."

Creativity is not groundless. The success of the navel is due to careful observation of life, happy memories of childhood, and humor of real life. Rather than selling products, it is better to sell stories and sell emotions. {page_break}

　　 Tidal front

Southfinest: don't want to be held by too many people.

"I don't have a business card or a brochure. I'll write your name on your book." The reporter was surprised, and then read the book "Ten Tong", "my English name is Ten."

Yes, the 27 year old Guangdong guy, Ten, who is a little street and somewhat mysterious, is the founder of Southfinest brand. Southfinest brand, founded in Guangzhou, has only one physical store. Its brand features are in the words of Ten, "the purple splicing adjustment between fashion and street".

Ten first told reporters about the original intention of brand creation: "I used to be street culture and street basketball, but those things could not support my life." And the name of Southfinest is the English name I used to play basketball. I want to extend this name to my career. Now I choose to make clothes, maybe I will do gardening and family in the future.

Then he can't wait to share the story with reporters, because each brand of Southfinest brand has its own story. The theme of this year's Southfinest is 2116, which is the so-called lucky number that Ten occasionally read in newspapers. He made 2116 different combinations of numbers, hoping that people will be filled with countless good things for the future. Reverie 。

Ten was very proud and pleased to pick up a dress with Rome digits 2116, showing it to reporters. "I usually like to read books, and a lot of inspiration and themes come from books and newspapers. Like this kind of creativity, I just want to understand my people's appreciation." Ten smiled gratification.

Seeing this seemingly calm and fashionable card -- a little higher price and a small number of customers, the reporter could not help pinching the sweat for Ten. "Do you usually not promote it?"

"Actually, I don't want my brand to be bought by too many people. If everyone has it, it seems a bit ruined my brand, and naturally I don't want to spend my mind on promotion." In Ten's mind, making a brand just wants to enjoy the process, enjoy its own design, and earn a lot of money to earn a living. "Many people say I am an artist and designer, but I really enjoy the present state. I don't sell care, I think it's not easy to do what I like. Ten said very quietly.

Ten also has full confidence in the future development of the brand. "Sales of Southfinest have been rising for two years, and it will definitely represent some exclusive style in the future. Maybe one day I will prove that it is right to bet all the design on the design. "

At this exhibition, Ten does not want to promote the Southfinest brand, but wants to make more like-minded friends through exhibitions. "For me, enjoying life is the most important thing, and I don't want to be overwhelmed by commercial competition." {page_break}

　 Trend competition

Creative motor: a new stage of vocal collective vocalization

Entering the exhibition hall 2, several doll models in the hall attracted reporters. These models are the artistic works of the giant doll of the creative motor.

Creative motor is a popular art and design solicitation campaign launched by Mark Ed Faye, a fashion clothing brand. It has been successfully held for the two time. In addition to the selected works of the second golden motor and awards, there were also invited works of artists and judges, especially the ten pieces of art paintings with one meter high and the first joint exhibition of creative motor T-shirts with the best creative works as the highlights.

Sun Yuncong, the person in charge, told reporters that the greatest feature of creative motor is to give designers more space to play. They have considered all kinds of creative forms and art categories, including graphic, multimedia, space, fashion accessories, etc.

Moreover, the creative motor pays attention to young designers' self-expression and individuality in their lives. "The themes of our sessions are related to environmental protection. Designers find it interesting. They want to do more about life." Sun Yuncong said.

In addition, the exhibition will be displayed in two professional art schools in Beijing after the CHIC-YOUNGBLOOD exhibition, so that more young designers and teachers and students will be directly face-to-face with the creative motor and feel the original design of Chao IN. {page_break}

　　 Trend cluster

CANTONZ Alliance: tide card service

Guangdong is a holy place for tide cards. The overwhelming majority of the exhibitors came from Guangdong. In such a land, the birth of a tide alliance is natural.

CANTONZ tide brand alliance was founded in February this year. Up to now, 12 brands have joined. It is a collection and communication of a number of original brands in the real sense of Guangzhou. One of the founders, Chen Shaojun, told reporters: "the main purpose of the alliance is to serve the brand, unite the original brand strength and create greater value. The theme of the alliance is to advocate free and happy tide life.

This exhibition is also the first time that the league has made 12 appearances with the tide card. "YOUNGBLOOD was held for the first time, and all members of our alliance attached great importance to providing an exclusive platform for tide cards, which is the gospel of all tide brands."

In Chen Shaojun's view, the reason for the establishment of CANTONZ is very simple. They find that the tide cards of Beijing and Shanghai are very united. Although Guangdong's tide card base is large, it is very dispersed and has little communication. "We want to combine an alliance, first as a platform for communication, and then for resource sharing and cooperation on this platform. We will take this alliance project as a touchstone, try and promote and integrate the existing brand strength in Guangzhou, through cooperation and communication, we will wipe out new sparks and ideas, find new breakthroughs in the market, and create value together.

At the beginning of this year's League, the union T-shirt, which represents the alliance's free and happy life, has been launched into the market. Next, the shoe and hat series will be launched. "Actually, our aim is to do more cultural exchange activities, not necessarily products." Chen Shaojun said, "we want more regional cards to understand us and join us."

In the future, the CANTONZ alliance will work with shopping malls to do fashionshow and some cultural theme activities in the mall. Chen Shaojun believes that the current tide alliance needs more organizations in the business field to provide assistance. "Our core is design, and it is very weak in marketing, production, and channels. Through this exhibition, we hope that experienced brands can join the alliance."

Although the CANTONZ alliance has just been established for several months, its alliance members have held many exchanges. Among them, the person in charge of Holymoly brand told reporters that the alliance is like a big family, we support each other, every brand can speak freely.

Of course, there are many CHIC-YOUNGBLOOD tidal symbols: Holymoly, Teenteam, band aids T, Shanghai voice club and so on. Come here, you will find that all tide cards are not individuals, but a whole, representing the collection of Chinese fashion and new strength. The group of young YOUNGBLOOD flowing in these bones is almost the same as any traditional brand practitioner. They display their individuality, enjoy design, advocate freedom and live in a world of true temperament.

More importantly, they not only display brand creativity and promote brands through exhibitions, but are advocating a genuine LOHAS style for people. As Sun Yuncong, director of creative motor, said, "the debut of YOUNGBLOOD will surely lead to a fashion trend and lifestyle, and let tide brand go from symbol to mainstream stage.