Rising Of New Brands: Designing A New Soil For Independence

Thanks to many years of OEM history, Shenzhen has more convenient production conditions than Beijing and Shanghai. Its fast-paced and grassroots culture also attracts countless young people with dreams. When more and more overseas designers choose to start their own businesses, Shenzhen provides them with new soil. (photo: ANGELCHEN2015 Spring summer series "Spring Festival" advertising film)

ANGEL CHEN: the city is developing fast but not noisy.

From the graduation show "LesNoces (wedding)" of the central Saint Martin Institute in London to the "Spring Festival" in the 2015 spring and summer fashion week in Shanghai, the cutting-edge designer Chen Anqi has attracted the attention of fashion circles at home and abroad. Her design is unsophisticated, seemingly unrealistic, such as long ankle robes, "dancing claws" skirts, colorful coloured graffiti shirts, and diving cotton coats with Nipple Nipples, but the brightly colored single covers make the wearer emanate from children. When studying at the central Saint Martin Institute, Chen Anqi did not want to create his own brand. Until the success of the graduation show attracted the attention of the international media, the founder of Tasha, the founder of China integrated shop, invited her to come to Shanghai to perform the show. She was determined to set up the brand AngelChen of the same name in August 2014.

Chen Anqi is a native of Shenzhen. Like many people in Shenzhen, her parents emigrated from their hometown Shantou to work here. From birth to senior two, she spent all her time in the city. After graduating from London and returning home to start her own business, everything here makes her feel very friendly. "This is a new city that develops very fast. There are many interesting things happening every day, but it's not noisy. It's kind of like Singapore." At first, Chen Anqi chose to set up his studio in Shenzhen because the garment manufacturing industry is very developed. As we all know, Shenzhen's clothing industry is rich in resources, and the booming wholesale and retail industry has allowed clothing to circulate in the market, and has also contributed to the prosperity of the fabric market. "The fabric accessories market in Shenzhen is very close to the large fabric market in Guangzhou. It is very convenient for designers to find the right fabric quickly." Today, there are as many as more than 4000 stalls in the market of the central and large regions. The main components are cloth, wool and garment garments at home and abroad. They are famous for their full color, fashionable style and high performance price ratio.

Many overseas designers have chosen to develop overseas after graduation. Chen Anqi thinks this is a great choice. "I didn't want to do my own brand at that time, so I didn't apply for it. Now I'm very good at returning home." In her view, Shenzhen is a very suitable place for creative industries to start businesses. "First of all, the support of the government will give some preferential policies.

Some design projects also provide us with a good platform and opportunity. It is said that Shenzhen is a cultural desert. Indeed, it can not compare with Xi'an, an ancient cultural capital, and it is not as early as Beijing and Shanghai in terms of political economy. But now it also gradually accumulates a culture with local characteristics. " Chen Anqi pointed out that this change is like starting an undertaking, and it will not be completed overnight. "The earliest Shenzhen was a small fishing village. Some big fishing boats stopped here after they landed and the city slowly developed. Now, immigrants from other parts of the country are bringing their hometown culture to Shenzhen to take root and gradually develop new Shenzhen culture. Just like the Shenzhen people in her mouth, who are "unsatisfied with the status quo and struggling hard", while playing with her favorite design, Chen Anqi has not forgotten to balance business development. Now her works have been stationed in several Chinese buyers' shops, and she is making great efforts to develop this strange and independent design brand with her own strength.

Vmajor: quick procedure and complete industry -- this is Shenzhen culture.

Designer Zhu Wei and Lin Xiao Xin originally worked in England. After returning home, two people found that there were few styles of clothes that fit the young people's personality and beautiful eyes, so that they set up a studio in Shenzhen in 2012, and began to create their fashion brand Vmajor with intuition and experience. "More than 60% of China's domestic High end women's wear They are all made in Shenzhen. Although there is no such strong fashion and designer atmosphere as Beijing and Shanghai, it has the most concentrated material market, next to Hongkong, and the advantage of international fashion pulse. This is why I chose to return to Shenzhen from UK to start an undertaking. Zhu Wei te said in an interview.

At the beginning of Vmajor, Zhu Wei moved the studio to the OCT creative garden of Shenzhen overseas Chinese town, where more creative studios and small shops were gathered to give the city new vitality. Zhu Wei te said frankly, the choice here is because it has a sense of paradise, can slow down, and the atmosphere is also suitable for creation.

At first, Wang Zishan simply wanted to do what he liked. After more than 4 months of careful design and repeated exploration, she took the first batch of samples to the Shanghai designer integration shop to explore the market. "When we heard about whether we considered the independent design work, the founder Tasha took the initiative to come and show me, so we found the first bole." Wang Zishan recalls. Soon, these handmade garments and fake collar made her a big shot and brought more buyer shop cooperation, including LittleThingShop in Shenzhen. "Up to now, LittleThingShop is still one of the best sellers of our products. I touch and feel that Shenzhen's customers are very capable of accepting new things. Because they are relatively picky and close to Hongkong. Designer Product quality and price, they will be in the same designer brand and light luxury brand in a more rational comparison. For us, this is also a test. "

With the development of the brand, the limitations of the product made Wang Zishan encounter many practical difficulties. After a lot of detours, she chose to sew the work of hand painting into the soul of the brand, such as hand sewing the 3D accessories on the dress to make the skirt more three-dimensional. "We always insist on 'handmadewithlove'. After the production problems, hand sewing has become one of the solutions. The texture of needlework also gives clothing more artistic flavor.