Chen Yehuai: Mainland Fashion Designers Love "Private Custom"

Chen Yehuai's private fashion show and customer salon activities are usually held in Beijing. Occasionally, they will be held in Shanghai to attract strong women who have money, status and attendance at various banquets.

Styles include elegant evening gowns, cocktail dresses, fancy casual clothes or work clothes such as tailored black cloth looms, white shirts and tight jeans.

Chen Yehuai has never done a large sales promotion or publicity, which may be a big drawback. She also admits: "I am not very communicative. I know that the public expects designers to become celebrities, but I am busy taking care of my clients."

Her website, gracechenstyle.com, is not a regular update.

She said, "but now who will browse the design website? We all use WeChat."

Reported that many government officials, business owners and entertainment celebrities are also her customers, including award-winning actress Liu Xiaoqing and Hailu Qin, Lenovo Group senior vice president Qiao Jian, network security company vice president of Qihoo 360, qu bing, and environmental charity SEE Foundation Chairman Tong Shu Meng and so on.

In terms of political elite, there are Chinese Consul General Zhang Qiyue in New York and foreign ministry spokesman Hua Chunying.

Chen Yehuai said, "most of our clients earn their own jobs. They are not wives or girlfriends.

They have their own careers. Most of them have been well educated and have their own opinions. "

Chen Yehuai is mainly targeted at the market for wealthy people in China, whose customers are usually between 40 and 60 years old - the market is coveted, but few people can fully understand it.

Chen Yehuai said that in the past five years, the tastes of these people have changed, mainly because people are going abroad more frequently and widen their horizons.

Ten years ago, mainland customers were not familiar with Western brands, but in just five years, they were very fond of the famous brands such as Gucci (Gucci) and Chanel (Chanel), hoping to catch up with the world trend.

Chen Yehuai said: "customers choose the ready fashion series at the beginning, and now they are starting to pursue fashion design.

Many of our customers will also patronize the advanced custom brand Armani Prive.

Sometimes they spend 1 million yuan on a skirt.

Armani Prive most skirts cost between 20 thousand and 200 thousand euros, which is quite expensive.

But these customers will still buy them because they have money.

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Lately, however, she has seen some changes: "the cutting-edge fashions are not very popular.

。

They feel like they want something special for themselves.

It also indicates that we are catering to the needs of the market.

The price of clothing ranged from 10 thousand to 100 thousand yuan, and the average price of skirts and coats was 25 thousand yuan, apparently targeting wealthy Chinese women.

Most of her costumes are classic design, not too trendy, mainly targeted at more conservative middle-aged customers, because the fashion trend in Europe may not be favored by them.

These women entrepreneurs and professionals constitute a huge scale.

But few brands take care of the market, so Chen Yehuai sees business opportunities.

"Most Chinese women still have good looks even at the age of 50, but they do not know that they are sexy and attractive," she said.

When you are confident, it can be very simple to wear simply.

Many customers say wearing our clothes will help them regain their ego.

They said, "I didn't know I was like this before. I really didn't think about it.

"... I hope you can find out what we are worth."

The problem faced by Chinese designers is that they should reflect their own culture and meet the needs of the global market, and balance them skillfully, the report said.

Chen Yehuai's designs sometimes use Chinese ideas, such as Chinese tunic necklines, cheongsam style, and even Chinese knot techniques on complex patterns.

Chen Yehuai said, "there are two points of view to explore Chinese culture: Chinese people's views and foreigners' views, and I will look at them from third perspectives.

If you look at the clothes of designers such as George, Armani or Saint Laurent, they will add Chinese elements into their clothes, but you will think it is just a decoration or exotic ornamentation.

As a native Chinese designer, we emphasize the inheritance of tradition.

This is a great responsibility. "