Shanghai Fashion Week Creates Business Cards For Cities

To use "like a gyroscopic link to turn and stop at all," to describe his own Lv Xiaolei, there are still many ideas and plans for fashion week. However, because of limited manpower, I never thought of the ultimate goal.

Nowadays, it is the most important thing to do a good job in Shanghai fashion week step by step.

But this is really Shanghai style.

Under the leadership of the Shanghai Municipal People's government, the Shanghai international clothing and apparel center was established as a permanent organization to undertake the organization, operation and management of the Shanghai International Fashion Culture Festival and the Shanghai fashion week every year.

In the past, once involved in official institutions, it seemed that it was difficult to get rid of all kinds of restrictions in the system.

But since the birth of Shanghai fashion week, it has successfully carried out two revolutionary pformations. Now, how to interact with the city and make it become a city phenomenon and then drive the development of the whole industry has become its new mission.

In 1995, Shanghai had the Shanghai International Clothing Culture Festival, and its fashion show was more meaningful than fashion publishing.

"It's more like a celebration event. After 5 years of continuous improvement, industry and consumer awareness has gradually increased, and its interaction and attention have been lost. We have begun to look for a sustainable and industrial development direction."

Ms. Lv Xiaolei, vice president of Shanghai Fashion Design Association and Deputy Secretary General of Shanghai Fashion Week Organizing Committee, told reporters.

In the first quarter of 2003, the fashion week of Shanghai came into being after a long time of brewing. It started as an invitation to foreign brands to make shows. At one time, Shanghai stars sparkling, Vivienne Westwood, Lanvin and Jean Paul Gaultier appeared on the agenda of Shanghai fashion week. Many brands that had just been released on the four fashion week didn't even have time to check their luggage individually.

Lv Xiaolei said: "at that time, a popular saying" just disturb Paris, spread to Shanghai ". At the beginning, we felt that the starting point was very high. Then we began to find that it was not viable.

Foreign brand shows are mainly designed to open up China's huge market without continuity.

In addition, gradually the Chinese media began to join the four fashion week.

We realize that it is not enough to make fashion week as a project and activity. We need to pform it as an industry.

Since 2004, the Shanghai Fashion Week Organizing Committee has been trying to excavate local designers.

Lv Xiaolei believes that the fashion week in Shanghai should be unique. Therefore, we should try to show the designers who are brave enough to show their individuality, and gradually these designers have become a card of Shanghai fashion week.

"Jijie, who walks out of fashion week in Shanghai, will be reminded of Shanghai fashion week when she hears her."

Lv Xiaolei said.

Helen Lee (Li Hongyan) is also a landmark designer of the fashion week in Shanghai. In an interview, she told reporters that Shanghai fashion week did expand its popularity for her brand.

In order to foster independent designers, the Shanghai Fashion Week Organizing Committee provided them with free venues and support, and gradually began charging, ranging from 6 to 130 thousand depending on the times and times.

However, the Fashion Week Organizing Committee also provides some preferential policies: members of the costume design association and super level designers will be helped by the organizing committee to find sponsors, and there will also be some waiver on the rent.

Of course, reform also has pains.

Lv Xiaolei has rejected some international brands that require sponsorship, because they require Shanghai fashion week to be dominated by international fashion brands.

Today, sponsors who work with Shanghai fashion week look at Lv Xiaolei as partners who can understand her vision and work closely together.

"Such as M.A.C and L" Oreal Professionnel, their participation is very high, giving designers professional help and support.

She said.

The concept of local independent fashion designers has been practiced for several years. Lv Xiaolei is pleased to see that the progress of designers has been rapid, the number is increasing and the area is becoming more and more extensive, which reflects the enhancement of the absorption capacity of Shanghai fashion week.

Nowadays, local designers have become the biggest attraction of Shanghai fashion week. This season, Banxiaoxue (Ban Xiaoxue), Deepmoss (Liu Xiaolu) and Fake Natoo (Zhang Na) on the stage are all worth looking forward to.

At the same time, Shanghai fashion week is also facing new challenges.

Some mature designers began to leave the official schedule and began to organize their own fashion distribution independently, and even joined the overseas fashion week.

"I want to present the concept of Helen Lee brand integrity in a more complete way, which has its own requirements in terms of venue construction and music.

At the same time, after years of accumulation, the buyer has established a very good relationship with us.

Due to the late schedule of Shanghai fashion week, there are also some processes which are not as good as some department stores and buyer shops.

Helen Lee said she released the main line before the fashion week in Shanghai this year, and the second line brand insh was in fashion week.

Designer Qiu Hao (Qiu Hao) has also gone through the process of joining Shanghai fashion week and leaving Shanghai fashion week.

"Shanghai fashion week should be a good platform for more media, especially the international media, but there are still some frictions."

Speaking of fashion week, Qiu Hao's five tastes are mixed.

Now, he has built his own independent Showroom, which is more convenient for buyers to concentrate and secure orders. Only in the last quarter, his orders increased by 73%.

On the other hand, almost everyone mentioned that Shanghai fashion week should set up an admittance system. Because the brand style is too complicated and the designer's standards are not good, it will easily lead to the loss of some high level designers.

Obviously, Lv Xiaolei realized this too.

She told reporters: "in October last year, the Organizing Committee began to set up standards, which required designers' standards, brand registration years, qualifications and working teams.

After the designer has applied, the design association will communicate with them to check their design sketches, products and work progress, and even go to the studio to conduct field visits in order to select works with more design sense.

She also began to gradually adjust to the fashion week category. In 2014, lingerie no longer appeared on the T stage of Shanghai fashion week.

In the future, she also hopes that the fashion week in Shanghai can be professionally divided.

But the problems of the Chinese lunar calendar and the Spring Festival / National Day holiday still give her a headache.

For example, the late Spring Festival this year has left many designers unable to present new series.

"This is a problem with Chinese characteristics. It also shows that the strength of our industry is not enough."

She said, "but we still try to push the time forward a little bit, even if it's one or two days earlier."

Specialization and industrialization are the second pformations in Shanghai fashion week in recent years.

Its positioning has been gradually extended from simple fashion publishing to a diversified platform of tandem and service industry chain. It plays an important role in aggregated industrial advantage resources, shaping fashion magnetic field and enhancing urban fashion absorbability.

This season, the first Mode Shanghai clothing and accessories exhibition in Shanghai launched a collection of 9 Showroom exhibitors, more than 200 domestic and foreign designer brands and commercial brands, and built a bridge between brands, designers and buyers.

At the same time, Bedi Ye, exhibiting DFO Showroom as its founder, said: "Mode is an attempt to create real trade and reduce paction costs."

The top fabric exhibition Premiere Vision has also signed a long-term cooperation agreement with the opportunity of this week's Shanghai fashion week. During the fashion week this week, it brought the top master class, 2016 spring and summer fabric trend analysis, and exquisite display. This highlights the role of fashion week in undertaking the upstream and downstream links of the industrial chain, and promotes the integration of Chinese fabric products and trends, technology and innovation.

Lv Xiaolei concluded: "Shanghai fashion week is moving from the end of the fashion industry, from publicity to retail to production."

In detail, the organizing committee has also begun to set up a series of supporting facilities: large enough to connect Showroom and show buses, provide more catering and After Party services for designers, and read electronic guide manual at any time on mobile phones.

"The abundance of services has turned fashion week into a city affair."

Undoubtedly, Lv Xiaolei hopes to turn Shanghai fashion week into a city phenomenon and a city card.

She was shocked when she heard that China now has more than 20 fashion week.

Fashion week needs city background.

It's wrong to make money out of light. "

She seldom speaks so sharp.

She was worried that it would mislead many people.

View: "

It's not a festival. It's not an entertainment that you have, but an industry.

As the head of the new world venue for fashion week, Carrie Liu, general manager of Shanghai Ruian Real Estate Co., Ltd. (Liu Mengjie) opened up a new field of fashion, providing retail space for many local designers participating in the fashion week, and providing venues for "time hall Showroom" in the enterprise field.

In recent years, Xintiandi has also set up a 50 thousand euro scholarship to support outstanding China in Saint Martin School of design, London.

Students do show and welcome them to Shanghai fashion week.

In Lv Xiaolei's view, the unofficial fashion event held during the fashion week also increased the vitality of the fashion week in Shanghai and the cohesion of the fashion week for the city.

She is also actively working with the fashion companies in the city and even abroad.

This year, the Shanghai Fashion Week - Hai Hai International Forum focuses on the theme of "city and fashion dialogue", including Diesel global president Alessandro Bogiolo, international fashion commentator Colin McDowell and so on. It also communicates with the chief executive of the British Fashion Association Caroline Rush and Milan Camera della Moda executive director Jane Jane video link on topics such as the role of fashion week in promoting urban development, the role of fashion week in promoting the development of fashion industry and the future development of fashion week.

In addition, Shanghai fashion week also invited 10 Corso Como to work together with Zhang Da, Shangguan Zhe, Li Xiao and other designers to carry out a series of salon dialogue on the theme of "the growth of Chinese designers in the western fashion industry" and "the new opportunities and challenges of Chinese designers".

The Shanghai municipal government also realized the role of the fashion industry in promoting the city. Wu Chengjiu, deputy district governor of Huangpu District, told: "last year, the district government made a plan for the development of the fashion industry, and it will be launched soon after it is mature."