Ye Xiaowei: Art And Fashion Blurred Vision.

Weekend pictorial life version director Ye Xiaowei

In the life version, what we deal with is fashion culture. Before we heard about micro-blog and TV, now we return to traditional media. Most of the contacts we deal with are mostly luxury brands. But what exactly is the spirit of luxury brands? It is the scarcity and uniqueness of luxury brands.

In recent years, some of the world's major brands, communication techniques and ideas have been the art of their favorite use. Therefore, I speak of culture and art as the soul of the brand. Now we say that fashion culture is mostly in the West. China is just in the initial stage, so we like to combine international and local things together.

Then look at what we can do in China with an international example.

There is no clear boundary between contemporary art and fashion.

From fashion designers and jewelry designers

In 2007, Chanel planned a Mobile art in the world and designed such a mobile building. We saw a lot like a flying saucer, and invited 20 world-renowned contemporary artists. Each artist designed a display.

Of course, it is directly or not directly related to Chanel, because it is not a brand selling, but a brand culture. The exhibition started in Hongkong in 07 years, then went to Tokyo, to New York, to France, and to tour around the world.

Usually, there are two ways to make the luxury brand art exhibition. The first is to spend a lot of money to invite many artists. This is to enhance the brand image, and there are many reasons behind it. They are the most famous collectors in the world, they are made by contemporary artists, and they also collect many collections for themselves.

The second example is the practice of putting gold on his face. In November, Chanel made an exhibition of cultural Chanel in Beijing. In the early twentieth Century, many artists, Impressionist painters and dancers were good friends, so they displayed their things, created the atmosphere of the times and upgraded themselves to the status of first-class artists.

In the 09 years, Dior worked with a Chinese artist for an exhibition. They also paid for 20 Chinese artists. Each Chinese artist made a work for the exhibition, some received foundation, and some did not.

In addition, they have a classic brand called Lady Dior, according to the shape of the bag to do some photographic works, or to make a large lighting decoration, so that everyone's image of the bag is more stable.

At the beginning of this year, they launched packages directly designed by artists and sold them from artworks to commodities.

LV also made a curatorial exhibition in Hongkong in 09 years. There are two or thirty top artists in the world, making some nurse bags and graffiti bags. They are also looking for contemporary artists to collaborate, and how to make customers buy and buy classic things. At the same time, interpreting young vigor is relying on cooperation with contemporary art, and then helping each other.

We all know that Louis Weedon's art journey in the near future in National Museum has made things like collaborating with different artists, or turning his works into art like museums.

Another way for luxury brands is to have foundations. They sponsor various awards, such as jewelry brand Cartier, which is separate from brand operation and fully subsidized contemporary art.

Like Prada, designed by the designer of CCTV building, it will be completed in 2013, a series of collaboration with anime artists, putting patterns on clothes.

The Montblanc Art Award has been in China for ten years, one of the longest sponsorship awards in China. At the same time, they have recently held a party in New York to sponsor stage artists.

We have seen these examples abroad. In China, we all know that the so-called fashion industry in China has just started, especially in the field of brand communication. There are many things that we can do. Chinese clothing culture is not only modern, but we can make efforts and attempts from the ancient handicraft, to modern times, and to the discovery of new cutting-edge artists. Here are some examples.

In terms of ancient handicrafts, we spent a year exploring handicrafts in China, including Guizhou, Qinghai and Yunnan, including embroidery, silverware, six different things, and divided into many different levels.

For example, we see this group of our specially designed blockbusters, combining traditional silver crafts with contemporary western fashion costumes, and local handicraftsmen present these works.

These works were exhibited at the Central Academy of Fine Arts Museum at the end of last year.

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Another brand "up and down" is funded by Hermes. The purpose of the brand is to restore traditional Chinese handicrafts, use the world's finery fashion and brand communication concept, hoping to build the first so-called luxury brand in China.

Founded in 2010, apart from the production of products, they paid special attention to the spread of cultural concepts. From this year, we began to create a so-called cultural object every year.

The first is the box, collecting some Chinese memories, and upgrading the image of a brand from a broad cultural scope. There are many old photos in this box. There are train tickets, marbles and so on.

It also carried out an activity of inheritance and emotion, collecting some old photos of people from all over the country, and finding the people in the photos again. A famous photographer created a family portrait of modern photos for them.

Ms. Song Huaigui was the first to bring Pierre Cardan to China. Pierre Cardan made the first contact with contemporary Chinese Western fashion art. She also opened the first model school in China. There is a convergence point between modern China and modern western fashion, starting with MS. Song Huaigui.

She left many of the tailored suits designed by Pierre Cardin for her. We arranged about more than 200 sets of clothing to make these things present in front of the audience through blockbuster photography, art design and exhibition.

Last year, we made an exhibition for her at the Museum of the Central Academy of fine arts.

Of course, Pierre Cardan is not a Chinese costume, but it is entirely the first local fashion exhibition in China with Chinese history and Chinese sentiment.

Back to the cutting-edge designers, now China's cutting-edge designers are beginning to take the lead in the world. As a media, our responsibility is to help them get more attention and help them get some opportunities for cooperation.

This concern includes domestic and foreign, so in September of this year, we brought 9 Chinese cutting-edge designers to New York fashion week to cooperate with Micola Formichetti to create the image of 9 Chinese designers with his vision and skills.

During the fashion week, we present the works of Chinese designers. There are short films, using micro-blog and other communication methods to introduce 9 top Chinese young generation designers to the international media. Apart from providing them with a commercial and industrial environment, they also need to cooperate with Chinese contemporary young artists to develop a new cultural context.

The above is about some examples of the combination of art and fashion brands from home to abroad and from the traditional to the present.