Luo Zheng: Designing Beautiful Life In Shenzhen

Although I was born in Beijing after 70, I have been a Shenzhen native for 27 years.

Since I was young, I have lived a "boy" in my bones. I am very independent and opinionated. From junior high school, I began to work as a backpacker. I took a map of China and began to fill in the blanks and go one by one.

Later, I came to Shenzhen with my parents to study international trade. After graduation, after several years of exploration, I became a famous person. clothing Designer 。 I started off from Shenzhen and returned to Beijing with my work, and I traveled overseas and moved from one country to another.

Fashion design is an industry that is accompanied by the United States, plus I am in Shenzhen, a city without any rules and regulations, full of vitality and passion. Therefore, I have all the advantages of time, place, interests and people, so that my unique personality can be publicized. My creativity can be very ambitious, and my career has also embarked on the "fast lane". I am very grateful to this city. If we hadn't come to Shenzhen, there would be no Luo Zheng today.

　　 Learn trade to design

My sister and I were called "from childhood." Spin The two generation. Because my parents worked in the Central Textile Industry Department of Beijing. Later, my father went to the mainland to set up a textile enterprise, and my mother went to the Ministry of foreign trade and economic cooperation. In the early 80s of last century, my father came to Shenzhen. Before I came to Shenzhen, my father would go back to the mainland from Shenzhen on business and buy some gift from China street. He told me that the way of life of Shenzhen people is different from that of the mainland, Shenzhen people work hard, Shenzhen's sunshine is more beautiful, and Shenzhen's seasons are not very clear. At that time, I began to imagine what kind of city Shenzhen was.

In 1987, my mother and I came to Shenzhen. When I first arrived in Shenzhen, I saw that the streets, roads and trees were all new. The people were dressed and dressed differently, more fashionable and vigorous. I joined the Hongling middle school and sat in the first row. I remember it was a rainy day. When I pushed the door in, the students clapped their hands. After many years of classmates gathering, I realized that they really applauded because they had never seen such a tall girl.

At that time, the students in the class basically spoke Cantonese, while the teacher was speaking Cantonese in a while, speaking Putonghua later, and I could not understand some of the contents. At that time, I was very anxious. I began to listen to Hongkong's songs and learn Cantonese, and I could read and speak cantonese after about a year and a half. But one thing made me feel bad. Some students went to Guangzhou to play, they had ID cards, and I only had a paper border guard, which felt that we were still different.

My sister was one of the first students at Shenzhen University. I often went to school to see her at that time. I like the atmosphere very much. In 1988, China World Trade Center was very popular, and influenced by the work of its mother directly under the Ministry of foreign trade and economic cooperation. At that time, it did not have a clear plan for the future road. Although my family's economic conditions were good, I was very popular at that time. I was also involved in the social practice of studying, and I got 90 yuan a month's salary.

After graduation, I worked in two advertising design companies, and later contracted a graphic design company myself. In the twinkling of an eye, in 1996, there was a law teacher in Shenzhen, who made a clothing brand named "classic story" across the border. It enlightens me, and I wonder if I can make a product, integrate myself with a different understanding of beauty, and naturally attract others instead of lobbying others to buy it. Then I remembered that when I was young, the material was scarce, and it was hard to buy something I liked in the street. I started drawing from my 10 years old, designing my birthday dress, and let my uncle and aunt of the textile system help me make it. When I came out, people asked me, "where do you buy this skirt?" I was proud to say, "I designed it myself."

I always like to see the Pearl 930 program. The fashionable and popular information in Europe and Hongkong, such as the European and American fashion show and fashion brand story, make me an eye opener, so I want to make costume design. Because I am a happy old man. I used to like writing and I like music. I have told my parents many kinds of dreams. When I told them to make clothing brands, they were not optimistic. They said, "if you want to do it, you can do it. So unstable, it is estimated that it will not last for 3 months." I didn't expect that, at the beginning, I held on for a lifetime. {page_break}

　　 Shooting blockbusters in the window of the world

I first rented two berths in the shopping mall of "Oriental New World" in Luohu District. As a result of working experience in advertising agencies, I sought Russian dancers and foreign models, wearing my coats, and snapped the blockbuster under the window of Eiffel Tower in the world. As soon as the film comes out, it looks very atmospheric. With this energy, he took a look at the beach in Tung Chung, rented a white horse, took a foreign model and a grand piano, and took a group of beautiful people, beaches, white horses and piano pieces. The shooting was very frustrating, and the piano was super heavy. At that time, most people did not suffer from that crime.

　　 Take the industry "Oscar" in one fell swoop.

After my father retired, he began to help me manage the company. With the support of my father's operation, I was particularly relieved and creative talent was brought into full play. I began to fly in the air. In 2002, our brand sold very well in the market, so I wanted to show my talents professionally. That year, I went to the Beijing international fashion week. I didn't think that a designer who was not a professional came to fame on the professional platform and got the first place of the "ten best new people".

Since then, the honor of the first place has been coming to me. Especially when I won the first prize of the platinum award of the NAUTICA creative fund in the United States, I used the 25 thousand dollars to go to the Le Louvre museum with the outstanding young designers at that time, because all the designers dreamed of going to Paris to launch a fashion show. That time, our series was a great success. In 2006, I won Oscar, the Golden Summit Award in China's fashion design industry.

Nor is there no setback. In 2005, when my father passed away, I felt that the sky was falling, because before I only did design and creativity without management. It was almost 3 months before I saw the handwriting of my father in the signing list.

At that time, we were preparing for the Golden Summit Award, was it a competition or a waiver? Is the company carrying it or avoiding it? I struggled for a long time, and I was very guilty, because all these years and my father built the brand together, everything was done by my father, and he took care of me at the same time. Sadness, sadness and guilt intertwined. I digested myself for a long time before I lifted my burden. So whenever I hear the song "you are coming back", I will burst into tears. I want to run to the beach and shout loudly: "Dad, please come back!" Over the years, I have been choking on the word "Dad". I especially envy friends around me who have parents.

At that time, because I had won many awards and had my own brand, I was the only one among Chinese designers. At that time, I did not understand the capital market, nor did I have any idea about management. I found an international team. At that time, I was pregnant, wearing a big windbreaker, and taking a public relations team to the Wall Street to continue the roadshow. I saw 6 investors a day. Think of the scene at that time, still have a sense of picture: a Chinese girl with a group of people, coming and going, telling stories to investors constantly, and they also love this girl's entrepreneurial story. The more girls speak and feel confident, the more ambitious their goals and dreams are to be realized. Before I returned home, the money arrived. Later, I found a professional manager in Taiwan to help the company, and I retired to the second line to do creative design. Unfortunately, he refused to accept it, which led to many twists and turns. Finally, I left a mess. I lifted it again second times.

In 2008, for the need of second financing, I went to New York fashion Zhou Zuoxiu, the first among Chinese designers. The theme is "peach blossoms". I didn't expect to be particularly successful. The 15 minute show won 3 applause. After the end, the audience lined up to congratulate me. This show has had a great influence on me, and I understand that a designer should still be based on business. When he was a domestic show, he was basically a judge and expert rather than a buyer. In the past, I played art, I had a great deal of art, and no matter what the market was like, but after the first World War in New York, I began to combine art and commerce, although many brands in Shenzhen did so in the morning, and I explored for 10 years on this road. {page_break}

　　 Writing proposals to create a fashion capital

In 2000, the Shenzhen apparel industry association organized tours to Beijing Garment Fair. Other cities generally had to fight alone, while Shenzhen displayed its overall image and unified design of Logo. I remember in Beijing a few days, there are more than 30 franchisees to join the brand of the euro bran, and finally our sales director can not say one to one, the franchisees gathered together to give you "lessons." Therefore, the rapid development of the garment industry in Shenzhen is closely related to many innovative work done by the trade associations.

This side of Shenzhen is a party of water and soil. In several CPPCC proposals, I have been saying that Shenzhen is particularly suitable for building into a "fashion capital". Women's clothing, including fashion week, is a footnote. And it is already overwhelming. At present, 1 of every 6 women's garments in China are made by Shenzhen designers.

In the past, women's clothing in Shenzhen was put in the traditional manufacturing industry. When asked, they asked, "how big is your factory, how many workers, and how much fixed assets it is." As intangible assets, brands are largely ignored. In the past two years, the government began to put designer brands like us in the cultural and creative industries. I think in the final analysis, the fashion industry, and the fashion industry economy in the future may become Shenzhen's two take-off runway. Because this is not only closely related to the people, but also has high added value, three high and one low -- high added value, high growth, high-end crowd, low carbon environmental protection. Shenzhen can learn from the Milan model. Milan used to be a foundry for French and British brands, and then the rise of brands.

In recent years, we have proposed that Shenzhen should build its own international fashion week. In recent two years, the government is also very supportive, and the relevant associations are also actively preparing for it. Of course, this road is doomed to be uneven, because the fashion week in Beijing also lasted for more than ten years, and it needs universal participation. I have confidence in Shenzhen because it is being precipitated and accumulated.

　　 Only in Shenzhen can we have today.

I often wonder, if I change a city, am I still Luo Zheng today? In fact, there is inevitability in contingency. Shenzhen is a city with innovative DNA. It is full of youth and vitality, and everyone is making brand. So when I was born, I was not a professional. I also dared to make my own brand instead of doing OEM for others, but I might not dare to think about it in the mainland. Even if you dare to think, you dare not say, because someone will say, "it is impossible to succeed. Don't think too much."

There is no seniority and equality. I can do everything I can and try a lot of ideas. If I design in Beijing, there will be some ideas and dogmatic things. There will be a senior saying, "which faction do you belong to?" "This material can't be used." "These two materials are not built. There is no argument." Then I may not dare to use it. But here, I feel nothing is impossible, so I have been trying to build a 700 square meter Luozheng living hall on happy coast in October, integrating Oriental Aesthetics and wisdom into contemporary life. There are herbaceous flowers, organic flower tea and dim sum, clothing and accessories, natural vegetation and human being, and I hope to be a dream garden for everyone. All along, I can exert my feelings and romance as much as possible. This is the place where "heroes do not ask questions". Even if the idea is innocent again, as long as we make achievements, we will not only point fingers but also respect you.

Designers in Shenzhen are more passionate. This kind of atmosphere pushes me forward. I remember when I was still in Bagualing, it was common for me to stay up all night, in a state of excitement, and tired and unable to sleep. At that time, I looked back at my office from all over the world, surrounded by darkness. Only our company was lit up all night. Everyone here is catching up with "Shenzhen speed", so I have to pay 200% more effort.

This city has made me. Therefore, in my proposal, I propose to hold the "future star" design competition in Shenzhen. Our Oriental Yi Shang company also creates opportunities for new graduates like Shenzhen University and higher vocational college graduates. Although the cost is high and the output is small, I think it is worthwhile because the future needs to train local talents.

My elder sister is also the kind of person who dares to eat crabs and starts out with Shenzhen as a starting point to make his own career. My husband is an artist, Shandong Qingdao people, we know abroad, and finally he fell in love with the city of Shenzhen. Our child was born in Shenzhen and became a real Shenzhen.

In fact, when our parents came to Shenzhen in the past, they wanted to return to Beijing for a while, thinking of returning to their hometown after some time. In Shenzhen, my life is a continuous practice, because new things emerge every day in this city, and I am willing to continue learning and understanding for my beloved Shenzhen.

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