A Designer Brand Like This, Please Give Me A Dozen.

Fashion and technology seem to be two areas that don't take sides. In the eyes of the designer, it can "open the brain hole" and wipe out different sparks.

Wear fashion out of Technology

In May of this year, the world's first designer and artificial intelligence --ANNAKIKI FOR HUAWEI "Fashion Flair" was officially released in Milan, Italy, and went to the window of Italy's most famous La Rinascente Renaissance department store at one fell swoop.

The series is co created by ANNAKIKI founder, designer Yang Zi and HUAWEI P30 Pro artificial intelligence. By drawing on the color sequence of mobile phones and capturing and embodying the details, light source and sense of elegance, ANNAKIKI shows the perfect fusion of fashion sense and technology sense.

This "great crossover" makes us curious about the designer behind Yang Zi.

We also visited the latest store in ANNAKIKI, Shenzhen Zhuo Yue center, and met with Yang Zi himself. We talked with her and learned some stories behind the ANNAKIKI brand.

This is the third generation store of ANNAKIKI, which is full of distinct personality in space layout.

The "Red Thread" spool device is the core of the whole space. The application of silver and red metal materials endows the space with a sense of future and interprets the unique fantasy space of young girls in the collision with light.

The importance of experience brought by space is self-evident. In Yang Zi's view, space is the interaction and emotional connection with customers, and also carries the language of the brand. It is a silent communication between the white and comfortable, and the balance between them should be considered.

Unique fashion symbol

Of course, under such a personality space, the products displayed must have unique symbols. Yang Zi said to the winning business website: "first, any brand must be clear about its precise style, and no brand can cater for all people's preferences.

The fashion ideas conveyed by ANNAKIK are more about the spirit of abstraction, harmony and calm, even curiosity and resonance. Wearing ANNAKIKI is like giving yourself a gift of "free dress", expressing a collection from different angles, which can be pleasantly surprised, satisfying, exciting and even inspiring.

The birth was unique. In 2012, Yang Zi founded the personal designer brand ANNAKIKI, which has a studio in Milan, Italy and China.

It advocates unique and rebellious, pays attention to exquisite and interesting, creates a balance of design aesthetics in restraint and treason, and pursues the spirit of independence. The brand advocates diversity and duality, anti tradition and loyalty to self, and runs through the thinking of women's self cognition in the design, while maintaining a unique design attitude while balancing the practicality.

In Yang Zi's eyes, ANNAKIKI is an independent brand designer whose core is "independence, contemporary, interest, obedience, and anti tradition", which is the core of DNA.

After contact, you will find that she is an affinity, but insists on her own unique ideas and strong minded people. She is full of confidence when explaining her creative ideas.

It's not easy to understand fashion. You need to understand an atmosphere, grab a feeling and express your imagination. The so-called popularity is but a reincarnation. It's the most important thing to learn to observe, to be loyal to your feelings, and to form your own aesthetic style.

For example, the 2019 autumn winter series of ANNAKIKI takes the theme of "Embrace Imperfection" as its theme. In this series, Yang Zi used some less perfect prints to tell people that imperfections can also be beautiful.

"It's like the fur and pattern of each animal are different, but they can also accept the gift of nature. It is also expected that people will not deliberately change, keep pure beauty and accept their imperfections. " Yang Zi talked about using a large number of animal patterns in the series.

Milan fashion week regulars

With extraordinary creativity and unique personal style, ANNAKIKI has attracted the attention of the global fashion industry for 7 years. It has become the 7 independent Chinese designer brand on the official schedule of Milan fashion week, and has been stationed in world-famous retail channels, such as Italy LuisaViaRoma, Italy La Rinascente Renaissance department store and Hongkong I.T.

In 2017, ANNAKIKI entered the official fashion show of Milan fashion week. The ANNAKIKI2017 autumn and winter series inspired by the discovery of the alien documentary in Mexico in 1947, inspired everyone's endless illusions about these unsolved mysteries.

2018 spring and summer series take "phoneaholism (mobile phone addiction group)" as the theme, bringing the audience into the current mobile phone poisoning frenzy.

2018 the autumn and winter series reshaped the clothing in a more profound context, and broke through the strange circle of aesthetic fatigue.

In September 2019, the 2020 spring summer series with "2080" theme was released on the fashion week of Milan.

From the above point of view, every season's fashion series is full of designers' personal imagination, and Yang Zi also presents his independent fashion style with his creativity.

In addition, Yang Zi's works have been on many international mainstream fashion media such as VOGUE, Italy, i-D, Harper's Bazaar, ELLE and so on, and have won the favor of world-famous stars Lady Gaga, Beyonc Beyonce, Jessie J, Katy Perry, Avril, Li Yuchun, Wu Yifan, Wang Yuan, Jolin, Jolin, i-D, etc.

Yang Zi himself was awarded the "designer of the year award" of the 2017 bazaar fashion fashion award, and the 2018 Sohu Fashion Festival was awarded the "fashion designer of the year" award.

For every season's inspiration from different theme style series, Yang Zi answered positively: "my starting point is always abstract and slowly materialized. What I want to express is a feeling, all kinds of emotions. It never has any restrictions on historical reference and concepts. "

Meditation gives answers. ANNAKIKI will always adhere to the erratic and weird tastes, and the consciousness of rebel and sweet and cool under the carrier of professionalism.

Balanced creation and business

ANNAKIKI still maintains the identity of an independent designer brand and has not yet accepted external investment. For Yang Zi, finding the balance between creation and business is the key to keeping the brand alive.

Yang Zi does not exclude business, but he does not want to be bound by the market.

"Designer brand is a brand led by the designer's idea, and it attracts people who appreciate the precise and accurate crowd through the unique design expression, while the commercial brand is the market demand oriented, constantly analyzing the market to do the products that the public likes."

In addition to HUAWEI, ANNAKIKI has carried out cross-border cooperation with DISNEY Disney China, AMAZON Amazon China, the US classic cartoon image LOONEY TUNES, and the movie "westward volksong".

For example, in the cooperation with the westward volksong chapter, Yang Zi extracted the classic elements of western travel in the movie, blended into the fashionable and fashionable fashion, and interpreted Chinese traditional fairy tales in a more fashionable way.

In Yang Zi's view, cross border cooperation and independent designers are a form of artistic creation. Cross-border cooperation is a win-win mode, which can enhance the overall fashion industry chain.

The combination of creation and business should not only take care of the aesthetic and enhance the practicality of the public, but also be restrained and driven by the market style when creating the original inspiration and motivation of the designer.

Businessmen or designers are the two identities of Yang Zi. She believes that in the future, more commercial brands in China should think about niche, originality and innovation, which is the core value of the brand.

Looking forward to the "precise location" of designer brand.

Back to the city of Shenzhen, although it has a large fashion industry (data show that high-end women's clothing accounted for more than 70% of the domestic market share, underwear output value accounted for 15% of the country), but often known as the "clothing factory".

Compared with Beijing and Shanghai, Shenzhen's fashion still needs some precipitation. This also gives some designers opportunities. Yang Zi believes that Shenzhen is a city full of youthful temperament. When it lacks the precipitation of fashion power, it also happens to have many unpredictable possibilities.

To enhance the fashion of the whole city is bound to require many efforts. As a source of fashion, shopping mall has also become the first place for people to absorb fashion.

In Yang Zi's view, the shopping center is actually the eye of a city's fashion. With the upgrading of consumption, more and more young minds are tired of the same fast fashion and popular replica. They are more willing to pay for the unique design and creativity.

Traditional brands obviously can not meet this point. Fashion shopping centers should give more designer brand opportunities. From the current floor planning, most of China's shopping centers do not plan niche designers and buyers' stores. There is not enough shopping space for consumers to accurately find the original designer brand.

On the brand location, Yang Zi hopes to pick a place that can see a sense of space and a more diversified aesthetic environment, and has potential to become a personalized crowd.

To provide more display platforms for designers has become a major trend in the development of Commerce. From shopping malls in Shenzhen, such as Vientiane, One Avenue, Zhuo Yue center in recent years, we can get a glimpse of the importance of fashion designer's brand in store planning.

As Yang Zi said, fashion is an extra surplus, which is intangible and must be constructed through systematic construction and cultural transmission. The operation of a city's fashion system is the process of transforming clothing into a specific symbolic fashion and displaying it through clothing.