Shenzhen Fashion Fair: Local Fashion Designers

In the recent twelfth sessions

Many independent designers and brands from France, Italy, the United Kingdom and China shine brilliantly. Among them, the young generation of independent fashion designers in Shenzhen emerged.

Among the many famous brands, the brand "East West" designed by Qiu Zihao, a local independent designer of Shenzhen, has become the only independent designer brand invited.

Many other local designers, including juwit and Deng Huanhuan, also made gains at the fair.

Shenzhen has always been known as the "master of design" in the field of graphic design, interior design, architectural design and industrial design.

However, in the field of costume design, there are not many famous designer names in Shenzhen. Although garment manufacturing is a traditional advantageous industry in Shenzhen, there are more than 3000 garment enterprises, 1200 self created brands and more than 100 well-known brand products all over the country, and even in large cities, the market share of one kind of shopping malls is as high as 60%.

Shenzhen City

Shen Yongfang, Secretary General of the association, said that as early as ten years ago, the Shenzhen garment industry put forward the "five project". With famous teachers, famous brands, famous enterprises, famous shops and famous models, it encouraged non branded enterprises to create brands and brand enterprises to create famous brands, which fundamentally changed the relatively weak original design of Shenzhen's clothing industry, and the current situation of its own brand and internationally famous brands.

In order to improve the creativity of Shenzhen fashion design, in 2004, the Shenzhen garment industry association held a "costume original design competition" and set up a designer Specialized Committee.

Provide a platform for communication.

Over the years, creative young designers in Shenzhen have gradually emerged. Whether in the exhibition hall and T stage of the Shenzhen Fashion Fair, or in the "fetishism" shop in the OCT OCT creative garden, the design of the young generation of independent fashion designers can always be seen.

Compared with the older generation, the younger generation of fashion designers has a large family background, and has the background of studying abroad.

The works of these young designers are exaggerated and bold. Some focus on material and deliberate tailoring. Others carry forward tradition and craft. Some also pursue nature and dress as a way of life.

These young designers who have accepted Western fashion design concepts and methods are not purely individualism. Most of them integrate Chinese and Western cultures, while constantly absorbing foreign skills while integrating national and local aesthetic tastes.

They are not completely idealistic. They put their eggs in the market and ignore the fact. They are deeply aware that even the most independent design needs audience appreciation, trying to make clothing design enter into people's life and become something that people touch.

Wang Zishan, designer of the "fake collar" design, which swept through the Shenzhen tidal circle, initially insisted on the professional costume design. But in the consignment shop, she found that the "fake collar" sold as a clothing accessory was more popular. So she changed her mind to take the "fake collar" as the product line and dress as the collocation, which was widely recognized by the market.

Looking at the history of many international luxury brands and clothing brands, we can see that the initial sprouting of Shenzhen's clothing design industry is similar to that.

In the turbulent development of the clothing industry and cultural creative design, Shenzhen has been active in the industry's leading style designers and young designers who insist on independent design. When people pay attention to them, it seems that we can see that the future Shenzhen will have more miraculous masters in the field of costume design.

Characters

Design for young people in Shenzhen

Designer brief introduction

Native Shenzhen people.

Women's children's hospital was born, and longan road grew up. At the age of 13, they studied photography. At the age of 17, they went to Britain to study, studying fashion design and business administration.

In 2003, the sophomore device design work went to the top ten of the RSA competition. It served as assistant at the clothing store and designer brand store in London. After returning to China, he served as a cashmere designer in Ordos for three years in Shenzhen.

The designer's brand "East West" is highly sought after by young artists and fashion lovers in Shenzhen. Recently, in the Shenzhen Clothing Fair, the theme of "personal display" is displayed on the theme of "firefly".

At the age of 5, Qiu Zihao cut off the curtains of the house and dressed as "miss Hongkong".

Although he was a boy, Qiu Zihao said he was fond of clothing design since he was a child. "It may be natural."

At the age of 17, when he was studying in Britain, it was a revolutionary change in photography, and the digital camera era came. Qiu Zihao thought that there was no film camera beauty, abandoned photography, began to learn clothing design and business management.

At that time, he discovered that his natural sense of dress design and the beauty of his clothing from the perspective of photography, made him very handy in fashion design.

The experience of studying abroad has given Qiu Zihao a better understanding of the aesthetic meaning and business process of fashion design, which originated in the West.

Returning to Shenzhen for three years as a fashion designer in Ordos, Qiu Zihao increasingly felt that Shenzhen's clothing design companies were large and had many famous brands. There were many "Shenzhen made" and "Shenzhen designs" in the shopping malls all over the country, but once the labels were removed, there was little difference in the clothing of each household.

"This is very different from foreign clothing brands."

Qiu Zihao said: "some foreign brand clothing, even if cut off logo, will also identify the brand because of the design style, and a bag, a pair of shoes or even an accessory has its own style."

Qiu Zihao believes that Shenzhen has a very good business environment, but lacks personalized clothing design. Many young designers have a point of view, attitude and position, but there is no voice. "I am a bit unable to restrain myself. I want to break out my voice and make Shenzhen young people's own design".

So Qiu Zihao created his own designer brand "East West".

The studio is located in the South China Sea Library of Shekou. 9 staff members include 3 student assistants, which are constructed according to the "iron triangle" of financial administration, sales promotion and production design.

This highly designed studio is open, showing products, and letting customers or partners come to the studio to talk.

Qiu Zihao believes that "fashion" is an attitude towards the times, "not a designer, but a collective sense of resonance."

In terms of design style, "East West" emphasizes stereoscopic cutting, leisure and unique printing. This is also the reason why Qiu Zihao's design is influenced by literature, art and children.

During the 2012 trade fair, Qiu Zihao, as a new independent designer, released his own series of new products at the exhibition center. He named the theme of the conference as "firefly".

"Though learning the ideas and methods of western fashion design, we hope to find out the background and the conjunction point of Guangdong's mother tongue culture."

Qiu Zihao said, "firefly" is "type" in Cantonese. It is hoped that "firefly" can show his design style and make the audience of Guangdong have a sense of intimacy, so that people who come to see shows feel that they are coming to a party instead of a fashion show.

{page_break}

Presenting brand culture with high-end products

Designer brief introduction

Since childhood, with her parents coming deep, in 1997, Zhu Wei, who was studying in high school, went to the London University of Art of London School of fashion design (London College of Fashion) in the Department of fashion design of University.

Participated in the London Youth Talent Award for young designers, and has worked experience in Vivien Westwood and other international front-line designer brands.

After returning home, he collaborated with his peers to create Vmajor brand.

Family environment has profound influence on Jupiter.

My mother is a well-known designer and designer of packaging in the field of textiles. Under the influence of a strong cultural and artistic atmosphere, Zhu Wei te has a deep love for design.

London's learning experience and experience in Vivien Westwood and other international front-line designer brands have impressed Zhu Wei deeply.

After returning to Shenzhen, Zhu Wei te created a high-end brand designer in 2008. He hoped to present a brand culture with a connotations rather than a superficial appearance with the attitude of making high-end products.

Jwitt's studio is hidden in an ordinary factory building on the Eight Diagrams three road. The team of 6 people, all the design, car version, version and brand public relations, is fully responsible by Zhu Wei te, and the target customers are luxury goods consumers.

"There are many such people in Shenzhen, senior white-collar workers, foreign companies, who are very picky. When choosing clothes, they value the uniqueness of design and have high requirements for quality and technology."

Zhu Wei te believes that good material and technology are very important parts of the design. "We spend 1/3 of our time abroad every year to collect materials and inspiration. In Italy, we see that hand-made embroidery is very good and will be bought for design".

"What is done after repeated thinking may not bring the greatest impact. Instead, it is an unconscious creative creation which creates an aesthetic feeling unbelievably.

Clothing seems to be inadvertent, but it always has its own requirements and ideas in texture, technology and details, and tries to avoid cumbersome design, placing practicality in an important position.

Zhu Wei te believes that a good brand needs detailed labeling, unique personality and style.

At the 2012 show, Zhu Wei took the product to the exhibition. A French customer ordered three garments on the spot, each cost over 10000 yuan.

Different from the competitors of garment companies that flourished many years ago when undertaking the pformation of Hongkong's garment industry, a new generation of young Shenzhen fashion designers can see more things and hope more distant.

It is the planning blueprint of Zhu Wei to let the brand start from Shenzhen and extend to the whole world.

He believes that the vast raw material market and processing plant in Shenzhen and the Pearl River Delta is a solid backing for the development of designer brands. "Independent designers will encounter many difficulties. In Italy, cloth manufacturers will probably ignore you because of the small amount of purchase, but in Shenzhen, if you bother to find them, you will find the raw materials you need."

Zhu Wei te has no doubt that there are few fashion media channels and high-end customers in Shenzhen. Most of the independent designers are in an awkward state of existence. Many designers are not aware of the design works. Some independent designers and workshops are in a state of loss. "In the mature fashion industry chain of Europe and America, designers can participate in the fashion week. They receive orders in the next month after the launch of new products, and the next three to four months of production. The next" Fashion Week "delivery, the first order reproduction process of" buying hands "has the maximum protection of designers, but there is no such" buyer system "in China.

Let fabric reveal life attitude

Designer brief introduction

Fukien, when he was a teenager, immigrated to Shenzhen with his parents. He went to middle school in England in 1999 to study costume design.

After returning to China in 2010, he set up his own independent designer brand GraceDeng.

Deng Huanhuan said her father was a contradictory "philosophical businessman", and she herself was a "learning calligraphy and learning western fashion dress design".

Deng Huanhuan's family is engaged in the textile and fabric industry. When Deng Huanhuan was young, he went to study in England. Although he violated his father's wish to learn management, it was logical to learn fashion design.

"I always have my own opinion on fashion. I am not the most fashionable one, but I am always the most colorful one. I like to mix and match. Friends think I am the most unique."

Deng Huanhuan said, when studying abroad, in a drawing class, the tutor told her that she could see many different materials in the middle of her painting, and thought Deng Huanhuan could learn to design.

From the deep learning of England, Deng Huanhuan adhered to the dream of his own independent designer, set up a clothing design studio and had his own independent brand.

Deng Huanhuan mainly does two jobs: one is the series design of natural garments, and the other is the advanced customization of Tencel cotton.

"Focusing on fabric quality and foreign design concepts, facing small audiences, we hope to advocate a natural and original life attitude."

Deng Huanhuan said that she had tried to make clothing exports, worked with foreign small brands, helped them to make a version, bought products from them, and then met with financial crisis.

After hitting the south wall, Deng Huanhuan turned to the domestic market.

Deng Huanhuan did not deny the help of family businesses. When other independent designers were worried about finding a suitable fabric for their design, Deng Huanhuan had a 30 person fabric department behind his 7 studio.

The family fabric department has advantages and disadvantages for Deng Huanhuan's support.

"Design elements can not be too single. Independent designers do not like the limitations of fabrics. Because of the fabric department, at the beginning of this year, I felt that I had encountered a bottleneck."

Deng Huanhuan said.

In the end, Deng Huanhuan drives his family's innovation and development of fabric through his own design to achieve the desired high-end effect.

In Deng Huanhuan's design, fabric is the soul of the brand. "Fabric can bring a kind of attitude towards life, like cotton pure fiber products, it can make people feel a healthy attitude in the industrialized economic atmosphere".

Deng Huanhuan's dream is to create a brand with Chinese characteristics and then enter the West.

"A foreign friend sighed that my little girl had a big dream. I said that we should bring the advantages of western fashion design back to China and develop according to local conditions."

Deng Huanhuan said.