Shanghai Fashion Week'S Fancy Coup Becomes A "Unexpected" Trend.

2017 Shanghai, spring and summer

The joint name has become an "accident" trend, and the reason why the quotation is quoted is still because although the joint venture broke out suddenly during the fashion week this year, it is reasonable to combine the current situation of the domestic fashion industry.

It is not hard to find that the main force of this joint trend is independent designers (especially returnees). This group has shown an upward trend in quantity or quality in the past two years.

For zero start independence

How to get attention is a key issue. If we can borrow the influence of stars, there will be instant results. Besides, these years, it is also the choice of some designers to focus on the international fashion week, and today's fashion week of Shanghai fashion week is also an independent designer.

The ability of partners to expand the performance of influence.

Looking at the co operation of Shanghai fashion week, we select the following representative combinations to see how fresh the independent designer and traditional commercial brand, food brand, women's bag brand and shopping platform are.

1436 X Uma Wang: traditional commercial brand X designer brand

This pair can be said to be the heaviest combination of fashion week in Shanghai this season. Uma Wang is a frequent visitor to the official schedule of Milan fashion week. It belongs to the designer who is famous for its fragrance after the flower wall.

Whether in the popularity of foreign buyer shops or the performance on all kinds of lists, Uma Wang is one of the most prominent independent designers in China.

And the 1436 brand is the high-end brand under Erdos. Ordos has paid special attention to the development of fashion in recent years.

Nowadays, the biggest development bottleneck of many traditional brands in China lies in the "brand image". It is not a problem to say that technology and quality are straightforward, but the design and brand image are too backward.

Ordos is a brand that started early to improve its image. It invited Liu Wen to be a spokesperson and had frequent interactions with fashion magazines like VOGUE and ELLE.

This time, 1436 Uma Wang cooperation is a very suitable combination for us. The knitted design with experimental meaning can be described as the symbolic characteristics of Uma Wang Wang, and the production and production of top cashmere products is a strong point.

The series of cooperation between the two sides is interesting, calm, warm and light.

Asymmetrical structure, delicate slit, splicing of different materials, and appropriate decoration of interest, there are many points in the design that do not go too far.

KFC X C.J.YAO, dream dragon X Leaf Xia: food brand X designer brand

Eating and selling sprouts is the most important keyword in the social media era, and the combination of food and costume design can easily produce visual highlights. In 1830s, Schiaparelli has proved that when she first put Daly's lobster on the design of her skirt, it has become a pioneering work in the annals of history.

The 2014 and the autumn winter series Jeremy Scott's debut on the Moschino's McDonald's series is still impressive.

2017 spring and summer Shanghai fashion week, C.J.YAO and Leaf Xia two designers have brought together the food brand, the former is KFC, the latter is ice cream brand dream dragon.

In fact, this is not the first time that C.J.YAO and KFC have joined hands. The red kits of KFC, which both sides brought last season, also triggered an upsurge of brush screens. The two quarter of the joint sweeteners has brought more in-depth cooperation.

The brand name of C.J.YAO brand is a joint name with KFC, and both KFC and branded regular series are released simultaneously, which are distinctly divided by color (the regular series is blue and pink, and KFC is jointly red, of course).

The whole series continues the C.J.YAO street style. The Colonel's portrait is printed in clothing and bags. Combined with the fashionable design of Slogan, asymmetry and ribbon, the "KFC" element of fashion conversion is quite high in some single products.

Another aspect of this season's cooperation lies in women's wear, men's wear and children's wear. Obviously, it's KFC's customary family card. So the question is, do you want a family to eat KFC with the clothes printed with colonel grandpa's head?

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The joint name of Leaf Xia and Meng long is still able to find the existence of dream dragon in chocolate color. The cooperation between young designer Leaf Xia and Meng long is much more implicit.

You can find traces of dream dragon in some color matching and similar melted ice cream patterns, but if you don't specifically point out, you will hardly realize that this is a joint name with the ice cream brand.

The overall design is Leaf Xia's consistent style of high saturation, bright color, interesting flat pattern, bow tie and bubble sleeve.

Although the existence of Meng long in the design is not high, but through the joint gimmick designer and ice cream brand has been a good exposure.

The joint name of Leaf Xia and Meng long has kept the designer's iconic bright colors and interesting patterns.

Jessie & Jane X Y-Vison: Women's brand, X designer brand

The complementary brand names of fashion brands and handbags are not new. In general, it is better to co run shows than to join them.

However, Jessie and Jane and Y-Vison have also made sincere joint names. Y-Vison has applied the interesting patterns in the costume to the bag.

Designer brand Y-Vison is interested in the trend of fashion, which is a favorite style of many young designers.

The 2017 spring and summer series basically followed the safety rule of "no more than three colors on the body", but only two colors of the whole body printing still produced quite eye-catching effects.

The popular styles such as lotus leaf, bow tie, shoulder, pleat, raven collar and so on are also interesting in this area. In general, printing and matching have bright spots and no drag.

Shang street X Marie Bonne: online shopping platform X fashion brand

In fact, this group is quite complicated. In addition to online shopping platform Shang street and fashion brand Marie Bonne, Jiang Yueyin and POLLYANNA are two independent designers who belong to different brands: POLLYANNA (KEONG) and Lu Yusong (Marie). Marie Bonne is actually the brand of Dongfang shopping under the TV shopping platform.

Simply speaking, online shopping and TV shopping two platforms cooperation, invited two independent designers to design.

From left to right: joint series LYMK designer brand works; GUCCI 2016 spring summer series; joint series POLLYANNA KEONG KEONG designer brand works; PRADA 2016 autumn winter series Street pat.

Although the independent designer of the shopping platform is an opportunity to achieve a win-win mature model, it is very fresh for two networks and TV shopping platforms to participate in the fashion week in such a way.

But honestly, the design of the whole series is not so clear. The two platforms emphasize the grasp of fashion trends, and this conversion into design becomes a very imitative mark.

Of course, from a commercial point of view, clothing is very practical and highly finished, but the design without surprise is obviously not what we want to see in the joint name of independent designers.

The domestic fashion market needs different modes of operation and differentiated cooperation. Fresh forms are worth exploring and exploring.