More And More Hot Shows, What Are The Secrets Of A Lot Of Hot Brands?

Since the advent of fashion brands, advertising has not been advertised for a long time.

Eli Copemann, one of the chairman of Chanel, once mentioned that selling fashion is taboo for them and will reduce the brand style.

But this is the French fashion tradition.

After 1970s, when Italy fashion designer Giorgio Armani, Versace, American designer Ralph Lauren and Calvin Klein came out, the fashion industry became more and more high-profile.

By advertising models such as Christa Brooke Shields and a series of models for the heroine, the fashion industry has extended to the wider crowd, and business is growing faster and faster.

The movie circle has made a lot of efforts in the fashion circle before making its own voice, and we find that the promotion power of movie stars is amazing. In 1932, Crawford wore the cicada gauze wrinkle sleeves dress designed by Adrian in the movie "Letty Lynton". As a result, 500 thousand copies of the film were sold in Messi's department store and sold quickly.

Many eager to be famous and ambitious.

I also know the natural relationship between fashion circles and film and television circles.

In 1970s, a Fred Pressman was named in New York.

The shopkeeper was attracted by a suit designed by a Italy designer named Armani, who introduced the right of distribution, so that all the Hollywood faces were dressed in Armani.

The designer himself realized the redeeming feature of this approach: the sale of Armani clothing in the United States was more than ten million dollars soon, and Armani himself boarded the cover of the magazine magazine of the times. After a visit to an editor of Wanda McDaniel in Losangeles, Armani's assignment to the celebrity of Hollywood celebrities was to make Hollywood actors wear Armani.

In the hit show "we love each other", there are many hot brands.

Yuan Hong walked through the jacket of Ports 1961, Uniqlo's trousers; Zhang Jingchu passed.

Acne Studio pants.

In China, the fashion brands that have seized the market are also increasingly aware of such a successful path. They know the importance of showing their faces in film and television dramas, especially in hot films and TV dramas. They are also happy to sell themselves through fashionable topics to become a way to earn topics and gimmicks.

If you just had a black five campaign last week and went to see Taobao's home page, you will find Taobao's fashion channel iFashion is carrying out an activity called "we love each other and dress for the season". This is the cooperation between the hit TV series "we love each other" and Taobao.

On the face of it, the rule of this activity is to encourage people to vote for their favorite characters, and select the voters from the most voted roles to get the autograph of the stars.

And the greater significance is that for Taobao, this is a good opportunity to occupy the "fashion" highland by the hot TV series. The rival Jingdong is also trying to occupy the fashion position by running around the world to fashion show. At the same time, it can also promote many Taobao or Tmall clothing shops.

For the TV series "we love each other", this is also a good opportunity to catch up with the trend and stir up a hit show.

The ambition of "we love each other" in fashion attainments is when director Liu Jiang prepared this TV play in the morning. Otherwise, he would not invite stylist Huang Wei to be the styling director.

Who is Huang Wei? If you remember the fantastic costumes and extravagant style in the movie "little time", it was also the Fendi with full screen and blind eyes.

Let the movie win the debate at the same time, which is Huang Wei.

"The most important thing to do in this line is psychology," Huang Wei said in an interview with Fashion interview. "I want to know the audience, understand the brand and understand the designer. I do not insist on thinking from top to bottom, but to share."

Huang Wei has worked in Vogue Taiwan and Mainland China, and is familiar with the executives of fashion brands. He is also familiar with the commercial relations between the various stakeholders in the fashion industry chain. It can be said that he understands both fashion trends and business in the fashion industry.

In Huang Wei's view, the key work of film and television drama modeling is in preparation stage.

Generally, modern drama like "we love each other" is about 6-8 weeks, sometimes shorter.

"We love each other" is like a lot of modern dramas that are popular nowadays. It is a city drama with multiple protagonists.

The protagonist Lin laughs (Zhang Jingchu plays) is described as a "Pisces" with talent and love, and her good friend Pan Zhizhi (Xinyi Zhang plays) and Cai Chunni (Lan Qin play) are one of the "Leo" who is successful and courageous, and the other is the practical "cancer".

Huang Wei and Chang Chen, who are specially responsible for make-up and hairstyle design, are prepared to read the script, to understand the story, to understand the character and occupation of the character, and to change the character with the development of the plot. Unlike the fantasy drama, it can be full of sky and sky, or there is a historical basis for the historical drama.

Lan Qin's dress is from Styleticket, and Zhang Jingchu's shirt is a brand.

Chang Chen, who is responsible for makeup, said that his team would collect recent photos of the actors, and take pictures of modern dramas in the past. According to the actor's appearance, hair volume and makeup habits, he would consider the final make-up.

Chang Chen said he thought that the difficulty of "we love each other" is to design different styles of hairstyles and makeup for three different heroines. Today, the trend of fashion is simple. It is not the age when "charming people painted purple eye shadow and pure roles cast pink eye shadow". This allows Chang Chen to distinguish the differences between characters from the details of lipstick colors.

Because film and TV plays often bring up a fashion of "makeup and imitation", this is probably the origin of "lip gloss worship" at the moment.

Lan Qin's dress is Dazzle, Zhang Xilin's suit is Lussoso, and his shirt comes from Germain.

Surprisingly, according to Huang Wei, even in the stage of makeup and modeling, every play ended with a director. The reason is: "the director's familiarity with the script is the highest, and the understanding of the characters in the play is the most thorough."

If there are differences between the teams, they will finally refer to the director's advice and reduce the cost of communication.

Because of this, Huang Wei said that in all her preparations, communication with the soul of a drama director is the most important link.

After reading the script, making the scene of the separation, and then customizing the original modeling plan for each character, Huang Wei will first communicate with the director. After being confirmed by the director, during the filming process, Huang Wei also needs to make necessary adjustments with the drama group's art according to the temporary scenes and other scenes.

There is another important link: fixed makeup.

In this link with actors, Huang Wei must thoroughly understand the actors' stature, needs, preferences and so on. Huang Wei and the "Fashion interview notes" emphasize that respecting the actors' demands and letting them play in the most comfortable state is the principle she followed, because actors know their bodies best, and they know very well what advantages to be highlighted and what disadvantages to modify.

There are also some actors who have their own modeling habits. For example, Zhang Jingchu, as a movie actress, rather than a TV actor, she will ask, "I am enough, I don't need to change clothes, I don't want to change for". (the heroine of this TV drama has more than 100 sets of models), Huang Wei will respect similar requirements.

Xinyi Zhang's body, coat and skirt come from Comme Moi, the shirt comes from Nina Ricci, and the watch is Cartier.

Compared with actors and directors, cooperation with fashion brands is more dependent on Huang Wei's past work experience and connections.

She knows the image that the brand wants to export, and understands that it is not easy to maintain a high-end image if it is a luxury brand.

She also understands the reasons why luxury brands can not cooperate with film and television dramas. Generally speaking, for luxury brands, they still prefer to cooperate with the media in terms of film and television drama implantation. "The space for luxury brand cooperation is not so large that there is not much resources to mobilize." the cooperation with the media requires only 1-2 days to borrow samples, and how to shoot a movie takes several months. The shooting cycle of TV plays is longer, which limits the possibility of lending samples.

There are various kinds of cooperation rules for luxury goods, such as what kind of situations to appear, for example, the rules can only be worn by a certain star.

"Buy or buy," Huang Wei said. In this time we love each other, there are big names like GUCCI, Jimmy Choo, Versace, Prada, Louis Vuitton and Bottega Veneta. There will also be Acne Studio, Victoria Victoria, and these brands that have been on fire in recent years. Of course, there are all kinds of tide brands and fast fashion brands. The total number of cooperative brands is up to 96.

Compared with luxury goods and mature brands, Huang Wei will also enable the new design of local designers. Such cooperation is much easier. Huang Wei is often asked, "what are you doing recently?"

The local designer brands that appeared in "we love each other" include LanYu, Judy Hua, Shiatzy Chen and so on.

As we said at the beginning of this article, ambitious new brands are caught up in hot films and TV shows, or stars and actors. If they are equipped with a professional marketing team, it will not be an Arabian tale to explode overnight.

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