Xu Yanhui: Convey The Eastern Spirit Of Rigidity And Flexibility

Xu Yanhui is seen in their company. The design company has two excellent samples of knitting and weaving in the Shanghai designer's brand.

Next to the drawing room is a neat basket of baskets, filled with colorful rolls of yarn, just like a color wall.

Our dialogue begins with this:

Reporter: when was the brand founded?

Xu Yanhui: the brand was founded in 07 years. When we started to do it, it existed in the form of a studio.

At the beginning, I just wanted to do something I like, and I didn't have any long-term plan.

Over the past few years, the goal has gradually become clear, because the market has given us valuable information.

This is particularly important for designer brands.

When most designer brands are just beginning to do so, their demands are purely personal expressions, without considering too many other factors.

In the process of expressing myself, the market and customers gave me very good feedback.

Therefore, the development of the brand is not a personal matter now. We need to consider many things.

This is especially valuable for people who do creative design.

Reporter: what are the consumer groups of brands? How do you describe them?

Xu Yanhui: because this brand is the designer brand with me as the core, so inevitably has my personal preferences and characteristics.

When a woman designer is making a brand, she can restore to the real self.

So my clients are those who are mentally connected with me.

I will often go to our store and communicate with customers.

I find that my clients are really close to me, because your inner desire is to impress the same type of people.

First of all, they are independent women and have their own careers, big or small.

They are not publicity, but they are very concerned about the quality of life.

They have a certain economic ability and can consume a large number of cards.

But they are more rational and willing to accept cost-effective things. They may not be the freest financier, but they are very strong and confident, and do not need to prove themselves by Logo.

Their actual age span is relatively wide, maybe from more than 20 to more than 40 years old, but their mental age may be around 30 years old.

I always feel that as a designer brand, the appeal must be single-minded or pure.

In such a big market, you only have to do your best to get what you want.

If you want too much, the result is just the opposite.

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Reporter: tell me about your brand design style and the spirit you want to express.

Xu Yanhui: my personal dress is more like a simple style, so the brand's overall style is also relatively simple.

But as a female designer, I often project some of my inner feelings or literary feelings. Of course, I feel that the literature and art I speak are not the same as those that are intended to be made at the moment. (laughter)

Maybe you will find that I also like the charming things in the product, but this feeling is gentle and subtle.

I prefer women to be independent but not aggressive.

Women are gentle and good, not like men.

I didn't deliberately emphasize my style, but that's the way it is.

This is a calm force: I hope to convey some understanding of contemporary culture by female designers and the Eastern spirit of rigid and flexible.

Of course, every season will combine some fashion trends to make adjustments, but the quality is better. This is what I insist on and pay close attention to.

Speaking a little digression, we participated in the Milan design week in April this year. MATCHBOX PINWU brand cooperation project "FROM YUHANG" was lucky to win the fifteenth Salone Satellite awards.

This work is made from traditional material, clear water silk and cotton floss in Yuhang, Zhejiang.

This project is particularly accidental. At the very beginning, we only wanted to discover the traditional technology and vitality of China's vitality and charm.

And in that pure state, you can move a lot of people.

Therefore, many times, the process of doing things must be serious, but the attitude must be pure and utilitarian.

We have never thought too much, but these are the occasional factors that have inspired us.

For example, Matchbox, Box is a matchbox, which is a disappearing or disappearing life article, representing the characteristics of the Chinese society after the 80s of last century. It also hopes to express the pformation and growth of the new generation of Chinese people in the times.

And Match is a combination.

So in this box, there are multiple combinations of lines, as well as various possibilities: product lines from basic, high-end, including our newly launched leather line.

An inspiration is sometimes caused by countless accidents, and some incidental or inevitable are the seeds buried in serious work.

Reporter: your design style is simple in the whole. As a designer brand, how to balance the relationship between design and business?

Xu Yanhui: this has much to do with my personal appeal and background.

First of all, my personal position is that I am an ordinary person and willing to do some ordinary things.

My dress is also very simple, of course, do not exclude some mixed style.

Now that the pace of society is so fast, I would like to choose simplicity.

Clothes can express personal temperament.

Besides, I started to make designer brand ten years ago. When I was not graduated from Donghua University, I came to Yifei to work.

In the era and stage we are in, Yifei is a very detached brand.

At that time, there was a good team. Everyone worked hard.

In addition, Wang Yi Yang is a teacher who brings me graduation design. He is low-key and extremely talented, and also gives me a lot of influence.

I had communicated with Mr. Wang Yiyang two years ago. He also talked about the great changes in modern life style, especially the Internet. We need more consideration for consumers.

For Chinese designer brand, this is a process.

A designer needs artistic accomplishment and creativity, but he doesn't need to force himself to prove his talent. (laughter)

So now I want to make a very high quality brand from the perspective of consumers, making clothes that are ordinary clothes and can wear.

My experience, the people I met, had an important influence on my career direction and life choices.

Including the fact that I can persist until now, I am also influenced by them, teaching me the height of doing things and the width of being a man.

I think it is a matter of ten years to build a brand.

We should constantly practice internal strength.

The reward is that the market will give you sooner or later, but it is not a problem that should be considered at the very beginning.

All the brand legends we see are behind you with effort and effort you can't see.

So now we will not be very impetuous to seek some external things. We will do internal work and do well in our own affairs.

Of course, we also have plans, but not urgent, and everything would rather wait for the chance to come.

Now my work is working well and my living condition is very good. This is what makes me feel comfortable.

So everything is just a matter of time.

Reporter: how do you see the designer brand and their status?

Xu Yanhui: there are two kinds of local designer brands, one is the earth's gas, the other is the brand that has been successfully operated in commerce, such as the exception.

In addition, there are many good designers in the younger generation. Many of them come back from studying abroad and are more creative.

Generally speaking, this is a good era, and also gives us more opportunities.

Insist on, pure, do what you should do.