Taiwan Fashion Legend: SHIATZY CHEN Brand Director Wang Chen CAI

Without a systematic education, it is because the mother's "poor family needs useful skills to make a living", so that Chen Caixia can choose the fashion design she likes. Today, the SHIATZY CHEN brand she has created has become the legendary representative of Taiwan's fashion industry.

Chen Caixia used the four words of "Huaxia Xin Zi" to describe the style of SHIATZY CHEN, which is also the principle adhered to at the beginning of brand building. In the course of 30 years of development, she has consistently adhered to the idea and elements of Chinese culture in every season's product, and regarded it as an eternal classic of the brand. In her design, we can find inspiration from the fabric and patterns of the Tang Dynasty culture, drawn from the high waist tube shaped lines of Tang Dynasty costumes, and embroidered designs with large clouds and sea flowers. Each design detail gives the work a strong Chinese flavor. Silk material is frequently used in design, with exquisite embroidery, gorgeous and noble.

She believes that "cultural spirit is the representation and foundation of a nation. In fact, costumes only use the medium of clothing to convey the profound and meticulous beauty of Chinese culture to the world."

Realizing the dream of internationalization

When she was an ordinary woman worker, Chen Caixia's dream was to have a house of 30 square meters, and now she already owns a huge fashion kingdom. Since the establishment of the Paris store in October 2001, it has become the first Taiwan fashion brand to enter Europe. After that, the Shanghai Jinjiang store was established in March 2003 and became the first foothold for SHIATZY CHEN to enter the mainland market. Then, in 2004, The Peninsula Hong Kong and Beijing Pacific department store were also opened one by one. In 2005, the flagship store of Shanghai the Bund nine was established, and Hangzhou, Hongkong and Taipei were opened in 2009. So far, SHIATZY CHEN has opened more than 50 outlets in three places across China and France.

With the expansion of SHIATZY CHEN market, the influence of member clubs is increasing. So far, SHIATZY CHEN has accumulated nearly twenty thousand high-end members. The costumes of SHIATZY CHEN have been appreciated by Taiwan, China and the international media. Taiwan business week and the world magazine have covered the story of SHIATZY CHEN. Asia's Wall Street Journal SHIATZY CHEN is a noteworthy brand. The London Financial Times awards SHIATZY CHEN dress is one of the top fashion brands and keeps pace with international luxury brands from all over the world.

Some people even call the product style of SHIATZY CHEN the Oriental Hermes. For this analogy, Wang Chen Caixia appears indifferent and rational. She said, "first of all, thanks to such unexpected praise, Hermes itself is a very respectable brand, which is unmatched in pursuit of quality. This is also the direction that SHIATZY CHEN has been striving for. But actually, SHIATZY CHEN is still not a luxury brand at the moment, so in the future, we have great pursuit of space to push the brand to the top luxury brand.

In order to achieve this goal, at the time of brand 30th anniversary, Chen Caixia brought the fashion show to the stage of the fashion week in Paris, and let the world witness the deep foundation of Chinese culture. The reason why we choose to enter Paris fashion week at this time is that internationalization has always been the goal pursued by SHIATZY CHEN for a long time. She said: "after 30 years of efforts, the experience and energy accumulated in Taiwan has brought us some courage to explore the international arena. Entering the Paris fashion week for many years has been a timetable without time. Fortunately, at the time of 30th anniversary of the brand establishment, with the cooperation of subjective and objective conditions, the dream of SHIATZY CHEN's international stage has finally been realized, which proves that it is the right decision to insist on taking culture as the starting point. "

In order to better show its own style, at the important moment of entering Paris fashion week, SHIATZY CHEN has made some adjustments in its design, especially in the overall collocation. It has made a lot of efforts to try and change. Compared with the previous design, it has become more fashionable, more inclusive and more internationalized, presenting a new image with cultural characteristics and across the border.

Oriental fashion is just starting.

For the first time, the theme of "hard porcelain" in Paris fashion week is about the beauty of the change of China's porcelain and bottle type. Next, the theme of "Poetry Road" is about the journey through the Silk Road between China and the West. The latest theme of "heart painting" is about Chinese calligraphy and painting. Chen Caixia's attitude towards Chinese culture is based on his attitude towards doing a season and learning. He hopes to learn and accumulate his deep understanding of Chinese culture through the theme of one season and one season.

In the view of Wang Chen Caixia, if Oriental design takes a place in the western fashion stage, it must have the ability to highlight its own brand characteristics. Therefore, in every dress design, she takes inspiration from the long and profound Chinese culture, inherits Chinese aesthetic elements and almost lost handwork and techniques, and combines western stereotactic technology, so that SHIATZY CHEN's dress has exquisite embroidery, antique luxury, three-dimensional style of classical style. "There are so many beautiful elements in Chinese 5000 years of culture that can be applied to dress design," she said. For example, the brocade technology in Suzhou can only sell US $two in China, and it can sell US $20 in Europe. For us, the so-called competitor is a hypothesis, the real opponent is himself. Every time he meets a bottleneck, it is a kind of growth that forces himself to see more and accumulate more. I hope that when you mention Chinese fashion, you will think of SHIATZY CHEN. "

In recent years, several mainland fashion brands have entered the fashion week of foreign countries. They have expressed their Chinese cultural characteristics uniformly in their clothing works. For this reason, Chen Caixia is delighted: "the appearance of clothes should have been a way of pluralistic presentation. No matter in the world or in China, we are very happy to see so many costumes who value and affirm their own culture and choose their own culture as the direction of their efforts. This in itself is very rewarding, and it shows that I am not fighting alone on this front.

Now, from the Americas to Europe, the power of Chinese designers in the international fashion industry is getting more attention. This reflects the efforts of Chinese designers and the more tolerant mind on the international stage. However, Wang Chen Caixia believes that this is just the beginning, and whether the brand can continue to shine and heat, so that it can compete with the top international luxury brands in the future is the real challenge.