Visit Yi Xi Nisiss Designer Toby

Reporter: talk about

Style positioning and spirit to convey?

What we emphasize is the expression of images and the relaxation of spirit.

Design works must be valued by the creativity of the appreciator. The work should allow the viewer to have the thought of dust, leisurely and charmful, blending things with the heart.

Or it's easier to understand that a good designer, material (material), through their hands, and then give you, becomes a spiritual tool, rendering the color of your spirit, coming and going in the world of sound, how nice!

Reporter: who are the consumer groups concerned by Nisiss, or who are they designed for? What are the design concepts you are adhering to?

Toby: we are concerned about people who are clear about the pros and cons.

Such a person naturally sees the "elegance" of our brand, and emphasizes that "elegance" here is not a word of elegance, elegance, beauty, delicacy, elegance, fashion and so on. The elegance we speak here is more biased towards "elegance" and more emphasis on expressing degree, such as: elegance, elegance, elegance and elegance, which can also be interpreted as "lofty" in Chinese literati painting, and this kind of "elegance" is still expressing degree.

Nisiss respects each wearer's own feelings.

The design is for others' service. She brings the creative design with aura with humility and the doctrine of the mean.

Even the smallest details, we try to avoid strong designer's personal brand, but leave our extensive recreation space to our wearers.

The wearer thinks clothes are like what it is, and always wears clothes instead of clothes.

One thousand people wearing the same nisiss will have one thousand different tastes.

For design, nisiss has its own opinion, but it appears to be like water.

In nisiss, elegance and liveliness, modern and classical, fashion and culture combine each other and complement each other.

As a result, nisiss consumers are not restricted by age, social class and so on. She is suitable for all the pursuit of inner spiritual qualities and wants to go outside.

Interviewer: how do you get the inspiration for every season's design?

Toby: the design of each season is progressively step-by-step from the previous season, and naturally enters the next season.

Compared to inspired by the design of inspiration, there is no lack of ink in the design. In the next step, there will be an uncommon layout. That is to say, the accumulation and restraint of time will only lead to the depth of refinement. This is the source of our continuous creativity.

Reporter: as

How to balance the relationship between personal design concept and business and market?

Toby: we are designing commodities. In our company, the relationship between commodity and market is not the ends of the scales, but goods are the core.

What we often balance is popularity and beauty.

Popularity makes us live in the present era. How beautiful is it that we live in all ages. In fashion, you can't understand the infinity of the world, your world is limited, and a lot of things are outside you, including yourself. In the United States and China, you begin to have the power to face the vast world, and the axis of painting spreads within the mind. This is the energy of every individual's life. It is the foundation for the brand.

The advantage of popularity is that it is easy to get benefits. What is easy to get is of limited value, but it is helpful to us.

Reporter: tell me about the latest season's product line.

Toby: the theme of the latest season is "new snow map of empty mountain". With the image of Chinese poetry and painting, it shows the clear and clear air after the new snow.

Reporter: in recent seasons, Dongfeng westward, do you like designers or series of designers?

Toby: we know that New York's Vivienne Tam, Hongkong's Shanghai and Taiwan's Xia Ting Chen have been paying attention to their Chinese elements, but we haven't started noticing other brands and designers lately.

As a Chinese brand, the outside world has such a phenomenon, we are naturally pleased, after all, "the scenery and rain before the door is good", we will pay attention in the future stage.

Reporter: what are the factors that the new store chooses to consider and why the location of the new world is fashionable?

Toby: there are many factors to consider the location of the shops. But what we value most is the business mode of Xintiandi fashion, which provides us with a free and open space for the first time to enter the Shanghai market.