Private Ordering In London Fashion Week

Dressed in a white dress, Shi Rui is very thin. She always designs models for her own clothes. If customers like it, she will refer to the details on the pleats, and tell you about her creative design.

This fashionable Chongqing girl is a post-90s. She is already an independent fashion designer, and has a team of 6 people. She has just opened the first "SHUR RUITZ" designer brand store in North Bin Road.

Independent fashion design is a young industry in China.

In Beijing, Shanghai, Guangzhou and other cities, many people are already taking the custom route of designers.

A senior fashion designer said that the designer clothing with a very personal color is becoming a trend and fashion.

Shi Rui also has such a dream.

After graduating from the prestigious Maran Oni Fashion Design Institute in European fashion, she refused the invitation of a big fashion brand in Britain and chose to start her business in Chongqing.

Her dress goes to London Fashion week.

Maran Oni, founded in 1935, is the world's leading fashion Institute. Versace and Prada are 8 of the top fashion employees.

Maran Oni Fashion Institute has three campuses in Europe, Milan, London and Paris. After 3 years of studying in London campus, Shi Rui went to Milan campus in the last year.

Shi Rui is proud of his graduation show.

In 2012, as usual, Maran Oni chose 20% of the best design works from the graduation works to participate in the fashion week, while Shi Rui's 6 graduation design works were on the list. One of the clothes was actually selected for a 5 day London Graduation Fashion Week (one of London Fashion Week's activities). Shi Rui is the only Chinese student in Maran Oni Fashion College who has selected the London Fashion week.

However, independent fashion designers are not a smooth road.

Shi Rui's deepest impression is that at the end of each semester, the teacher's exam is: designing a series of themes of clothing, if not, you have to hang up.

"In those weeks, I didn't sleep every night. In addition to the design of the drawing, I had to run the market to buy fabric, please make a plate making system, and look for models."

Said Shi Rui Zi.

Shi Rui said that when she entered school, there were 4 classes in London campus. In the end, there were only 1 classes left, and the graduation rate was only 25%.

"The school only allows" hang up "one year, otherwise it will have to leave. In the end, many students are unable to bear the enormous psychological pressure and leave school quietly.

Returning to Chongqing to start business to sell "private custom"

After graduation, with the success of London Fashion Week's debut, the British Louise Gray fashion company invited her to join, but Shi Rui refused.

"It's my dream to make my own designer's original brand, and it's hard to achieve it abroad."

She said.

When Shi Ruizi returned home, she used her old house in Shapingba last August to set up a studio and design a customized T-shirt in WeChat's circle of friends.

"The fabric is imported from Italy. You design your own printing pattern and send it to WeChat friends circle. Someone orders the order and delivers it in a week."

Shi Ruzi said that such a "private custom" made her feel.

But the "private custom" in Chongqing is still a bit too small. Her custom made T-shirt sells for more than 1200 yuan, and less than 40 pactions have been completed in a few months.

Shi Ruzi said that she did not make any money except the wages and raw material costs to the workers.

Now, in order to make more people wear her SHUR RUITZ brand, Shi Rui opened the first designer brand store in North Bin Road.

The clothing is mainly made of black and blue Coles. The style looks very simple, but the price is not bad. A printed silk T-shirt is priced at 1280 yuan, and a suit for men's suit is priced at 3420 yuan.

If you want to customize it, you usually start at 10 thousand yuan.

Only 8 orders have been received due to the lack of popularity.

The clothing store is Shi Rui's painstaking efforts. From site selection to decoration, she has done everything herself and invested 500 thousand yuan.

And before the opening of the studio, plus the purchase of fabrics and equipment, also spent 300 thousand yuan.

"Money comes from parents."

Shi Rui said that her wish was "every garment made is different".

Independent designers don't want to make quick money.

From friends circle to open shop, we have to face one hundred times more busy than London.

Shi Rui revealed that in the morning, drawing design in the studio, he would go to contact the factory to confirm the draft of accessories in the afternoon, and at night he would be busy in the shop, and rest became a very luxurious thing.

Shi Rui said that as long as the daily sale of 1 pieces, about 3 months will be able to achieve breakeven, 1 years to recover investment.

In Chongqing, more than one of the original brands of independent designers, similar shops have begun to appear sporadically in Monument for Liberation Times Square, WFC and other places, and the group is beginning to be recognized by some trendy people.

"If I hadn't been beaten by the market in a few years, I would like to be an international fashion man in Chongqing."

She said.

However, she is well aware that this is an optimistic estimate. Independent designers, after all, are not known to most people, and their brands also have a long process of nurturing.

"This is not an industry that can make fast money. If we want to do this business well, we need to have faith, we need to persist and we need to love it. It is different from other industries, and there will be no high return."

Said Shi Rui Zi.

"To be a designer, I don't want to drift with the tide".

Reporter: when did you start your own business?

Shi Rui: as soon as I go abroad, I am ready to start my own business.

I grew up too young and tried to taste my own business, so that I could take fewer detours in the future.

Reporter: do your parents approve your business?

Shi Rui: my father is a IT. He supports my choice.

Chongqing Morning Post: have you ever thought that if you can't get market approval, you may end up closing?

Shi Rui: before I started my business, I studied the domestic market carefully. The Chinese market lacks the successful designer's original brand. Many designers choose to drift with the tide.

Chongqing Morning Post: how do you plan to promote your brand?

Shi Rui: I have signed a contract with a British public relations company. The brand will appear in the domestic and foreign markets at the same time. If it goes smoothly, it will also appear next week in London Fashion week.