Fashion Woman's "Clean" Brand Yao Feng Interview

The sign of maturity is to have a market with a consumer group. this Consumer group It's not just fans, but consumers who can actually pay to buy your clothes, and they wear your clothes to be free to promote for you.

Yao Feng

Famous young people in China Fashion Designer

Gold medal winner of the first Chinese fashion ceremony "youth fashion" designer

Famous fashion ladies in China " clean "The founder and design director of the brand."

The Greater China area of Italy's famous women's clothing "the Hak" brand. Director of accounts

Yao Feng Visual Arts Studio Manager

Reporter: first, tell us about "clean" brand?

Yao Feng: Jie brand has a history of more than 20 years. The English name is Clear water, which means the meaning of clean water, because we all say that women are made of water, pure and clear. When we started to make this brand, we hoped that it would make the woman wearing it look very beautiful. We call it dress metamorphosis. So, its style is very attractive, very self-cultivation, suitable for the gentle and graceful Jiangnan woman. The market position is 25~35 year old woman. Of course, this age is just a saying. Actually, women are getting younger and younger, and women's psychological age and actual age are different, so the age limit of clothing will not be so obvious.

Interviewer: what kind of show do you think clothing is?

Yao Feng: in fact, clothing is the second layer skin of human beings. It is another face of human beings. A broad point of view is that clothing is your taste and your understanding of the world. So we say that clothing reflects the characteristics of a person, but also reflects his outlook on the world and his cognition of society.

Reporter: you once said a word that impressed me very much. You said, "love women rather than love fashion design". Why do you say so? Do you also have feelings of love for female friends in design?

Yao Feng: actually, this sentence is derived from my understanding of the carrier of the essence of clothing. For example, I am a designer of women's clothing. If I say I don't love women's clothes, then the clothes they make will be very empty. They will not have vitality. Another example is the popular high-end customization now. Advanced customization is specific to a guest. You must know him very well. You have to love him so that you can make him perfect through customized clothes. So I make a brand, I want to deeply love and understand this group of women, and design them according to their characteristics.

Reporter: what do you think is the difference between Chinese women and Western women in terms of fashion and fashion?

Yao Feng: we usually say that culture is different, but personally I think it's not the same culture. Because now the Internet is spreading so fast that young people should say that they are Datong. I think the biggest difference is the figure. Because each person's body is different, the effect of wearing the same clothes on different people is quite different.

Reporter: the style of your work is charming, luxurious, passionate, and avant-garde sexy and weird. It is full of imagination. Can you talk about your concept show?

Yao Feng: I do a concept show every year, every time I give it a name. Because I think for designers, the most difficult thing is proposition creation. The proposition limits the frame to the creation, and the effect without the proposition is boundless. And with a proposition, the difficulty of design will also increase, because everyone will have different understanding of a proposition. You have to use design to make everyone feel the same theme, which is a test of designer's talent. So when we do this concept show, we have a story every year.

Reporter: in addition to the imagination and creativity of Tianma starry sky, you are also using all kinds of heterogeneous materials. Whether it is glass, metal, non-woven fabrics, paper, lace, silk or leather, you can use different techniques to create an alternative vitality. Why do you like using all kinds of heterogeneous materials?

Yao Feng: I think it's difficult to express what I want to express in the general form, so I often use some exaggerated and unimaginable materials to make clothes. I use soft and hard, bright and dark, smooth and rough materials to express contradictory feelings.

Reporter: how about the application of this heterogeneous splicing in real clothes?

Yao Feng: we look at some trends of international popularity. If there are more than sixteen consecutive things, it will soon become a hot element of practical clothing. So I will also find some things in my own concept show that can be used in practical clothing, and integrate it into the design. This is a transformation from concept to practice.

Reporter: will you pay attention to the trend of fashion at ordinary times?

Yao Feng: Yes, of course. The Chinese market is developing very fast now. There used to be four seasons clothing, but now it has developed into seven seasons of clothing. In other words, a Chinese woman's dress has changed in less than a season. So in such a quick change, you don't pay much attention to the trend of fashion.

Reporter: for a fashion designer, what do you think is the mark of maturity?

Yao Feng: the symbol of maturity is owning the market and having consumers. Of course, if a designer has no artistic value and talent, how can he be said to be mature? So talent is the foundation of maturity, but talent is not enough. He also needs a market and a consumer group. This consumer group is not simply a fan, but a real consumer who can pay to buy your clothes, and they wear your clothes to be free to promote for you. I think designers who can do that are mature designers.