How Hard Is Chinese Brand In New York Fashion Week This Season?

Although China's fashion industry is booming, but before the fashion week in China has failed to become an important force affecting the development of the world's fashion industry, the fashion Corps is holding the four fashion week every year (huge) quantity, (top) traffic and (rising) quality. If in the past few years, many brands went to fashion week to a great extent to dream, then in recent years, many brands went to fashion week to sell goods.

However, this year's sudden outbreak, most practitioners do not consciously upset the country, leading to almost no attention to the fashion week. Fashion industry promotion also displayed its nude swimming image at this time. Shi Shangbo's main OOTD turned into a cooking show, a time wear editor wearing pajamas to complete the "front line show review", and New York fashion week no special "China". District "... When many Chinese designer brands cancelled this season's fashion week, MUKZIN, kadakada x menyelek, LUOOIF STUDIO and other designer brands arrived in New York for various reasons on schedule. How did this unusual fashion week trip get done under all kinds of difficulties?

　 Dense fan MUKZIN

Opening New York fashion week with "GET IT CHINA"

Generally speaking, the brand participating in New York fashion week should start at least four months in advance. Through the professional Runway Show production team, we will establish a contact with the New York Fashion Week Organizing Committee. The production team will assist the brand to communicate with the Organizing Committee in the exhibition. This year's 2020 autumn winter New York fashion week's opening show is Chinese designer brand MUKZIN, fan fan MUKZIN co-founder Feng Guang and his two partners arrived in New York in February 1st. Considering that China is in a special period, the meaning of this trip should not be simply a simple clothing distribution. Through active communication with the New York Fashion Week Organizing Committee, a announce link is specially arranged before the show. Therefore, before the 2020 autumn and winter fashion show in New York, the fashion workers from different countries shouted the "GET IT CHINA" to cheer the Chinese on the MUKZIN.

In the 2020 autumn and winter series, the designer Han Wen extracted beautiful elements from the Chinese history and mythology, such as MUKZIN, gourd, and broken diabolo. With the help of advanced science and technology fabrics, the fashion sense of the traditional "non heritage" technology was displayed on the details of the season's garments.

It is no easy task for designer brands to complete an overseas clothing issue during the epidemic. Feng Guang, co-founder of Secret Fan MUKZIN, said: "this is the least number of people in our show history." Because the staff were restricted to leave the country, 8~9 people were less than the original plan, and the manpower was not enough; the park closed by the epidemic affected company and the employees were prohibited from entering and leaving, resulting in the fact that the clothing arrived in New York in February 1st and remained semi finished. Fortunately, before they set off, they contacted the friends of Parsons Design Institute and sought help from them. They hurried up to dress up before February 6th.

The experience of this fashion week in New York is unprecedented for MUKZIN. Many of the problems that should have been brought about by the domestic team are solved by finding friends and partners in New York. In the past few days in New York, all of the things are done by force, and all the staff at the scene are holding several positions to give full play to their greatest energy. Fortunately, this show has exceeded the expected results.

Designers usually do their thinking from the perspective of fashion communication, increasing brand exposure, attracting buyers' attention, and emphasizing brand market positioning. These are the essence of running shows. But Feng Guang said that in this special period of fashion week in New York, "singing for China" is far more important than showing clothes. In the past, secret fans MUKZIN showed the Chinese culture to the world through costumes, and this time they demonstrated the attitude of China through the announce link specially arranged before the show, and the perseverance and perseverance of the Chinese people in the face of difficulties.

MUKZIN, a good online fan, has a good foundation for fans, and has not been greatly affected by the epidemic. Although many offline shops are temporarily unable to operate, the previous cooperative buyer shop not only ordered through offline channels, but many of them had already adapted to the way of ordering products according to pictures or images, and later placed orders by mail and other remote methods, which is one of the reasons why secret fans insisted on completing this trip to New York.

The secret fan MUKZIN, which has completed the tour of the four fashion week, will continue to voice internationally in the next stage. The feedback from the previous product and the overall presentation of this show is very positive. Feng Guang said: "this era is the best era for Chinese designers. No matter what happens, we all have to believe in ourselves. There may be some impact in the short term, but the big trend is good, giving young designers the chance to play. We all have to stick to opportunities. In the future, we will continue to voice overseas and do related things. We can not live up to this era.

Kadakada x menyelek

This is a party and a show.

This is the second time that kadakada has come to New York to run a show. Like last season, 66Aaron and Menyelek Rose once again started a party in New York on the grounds of fashion. 66, probably the most independent designer I have ever seen. From London to New York, I have been single to myself every time, and all the staff members are locally caught (mostly friends).

Kadakada x menyelek 2020 takes techno music as its main theme (there is no distinction between spring and summer and autumn and winter, because every year there is a major series), looking for inspiration from the side, only by defining your own life can you define your brand. This time, a lot of splicing was used to make a new design for the previous series of garments. Unlike many brand launch conferences, they had a series of strong practices, and their series seemed very casual. The asexual design runs through the whole theme, using knitted and spliced elements. This time, a large number of knitting elements, such as cuffs and shoulders, warp the dresser with a wide suit coat. This is an absolutely powerful design.

Most of the models come from the fashionable and cool children that designers met on Instagram: UNIF official website model is also a cool girl as an illustrator, Leeanna, modern dance artist Tommy Tsnmi, singer devami and so on. They gathered in a declining underground warehouse, breaking the boundaries of identity, sex and race, immersed in music atmosphere, free, real and pure.

Although some clothes failed to arrive in New York on time due to the epidemic, but because the brand's partners were stationed in New York, it was half a home game, and it was time to make some other show money before the show and catch up with the final release. Due to the reasons of the epidemic, some Chinese workers and media failed to show up. Preliminary preparation and recording of relevant information were different from expected ones, but they also tried their best to do something. Rather than worrying about the result of this show, it is the health of the whole country that they are most worried about.

Kadakada is different from other designer brands in New York. It looks like a very ideal brand. No sponsorship from sponsor, nor participation in overseas ordering activities, was released smoothly during this period. In view of this situation, I have asked whether 66 has ever thought of cancelling. He said that he had never thought that when the outbreak occurred, he should face it positively. Fortunately, in New York, they can see interesting things through their design and positive attitude, and are more hopeful for their future life and fashion. It was also unexpected to find that there were so many people who were concerned about them in New York. Many of them had not been able to get into the queue for a long time. He said he was very guilty and changed to another big venue next time. The brand that you want to cooperate with can be considered. )

LUOOIF STUDIO

Boarded the New York Times but the designer was absent.

Because of the epidemic situation, even the successful designers of the show were all alone. But in the February 11th LUOOIF STUDIO show, no designer was seen when the curtain was down. Only the stylist Alex was holding the computer. The two designers, Lolo and Ekcee, thanked the guests in the form of video.

The theme of LUOOIF STUDIO 2020 autumn winter series is Wild Daddy "back to wild", which is inspired by daddy's wardrobe. The craziest and most wild clothes in the old wardrobe probably have been forgotten on our way to grow up, so they hope to go back to the wildest times through this series.

For this release, designer Lolo said he never thought of holding a press conference to be described as "bullets and bullets". The process was hard, but the result not only exceeded expectations, but also gained more sincerity and waiting.

20 days in advance, all the show money has been packaged and sent to New York, but it is still almost impossible to be released due to the impact of the epidemic. When the designer is away from the scene and the amount of show money is not enough, the whole line of communication with the Runway Show producers in New York is ready to make Plan B. The two days before the show, the package arrives smoothly, fitting and so on. This show is not only a team of designers, but also a production team. It is necessary for the two sides to fully communicate and understand the brand's DNA so as to successfully complete the release when the designer is not present.

Many people will also be puzzled. In this special period, designers are having difficulties in performing overseas shows, and the expected effect is likely to be greatly reduced. Why not choose to cancel? For designers, "cancellation" will make the brand lose the most important exposure and publishing opportunities in the short run, and the losses and negative effects can not be estimated. There is no way to show the strength. In the long run, if the brand is not canceled, the brand new year plan can be carried out step by step, and the release can be reduced to a minimum as scheduled.

　 Prjct428

New York Runway Show producer

Because LUOOIF STUDIO is commissioned by its New York Runway Show producer prjct428, prjct428 is a New York fashion production and consulting company dedicated to exhibition and marketing events planning and brand overseas promotion. Because of this unique show experience, we also interviewed prjct428 co-founder Yuchen:

Q: what are the designer brands of the New York fashion week?

A:BLANCORE and LUOOIF STUDIO.

Q: is the LUOOIF STUDIO show up to the expected standard because of the epidemic?

A: Despite all the difficulties, we decided to help designers complete this show, which will be a show of reaching the standard.

Q: during this special period, did the work difficulty before the show increase? What is the most worrying thing?

A: This is really a strange and strange experience. First, because of the epidemic, the United States restricted entry in February 2nd. Because the designer has a little cold, so in this critical moment, in order to respond to the call of the state, we can not recruit the black to the state, and decide to give us full authority to take charge of the show.

Q: what is the biggest difficulty and how to solve it?

A: the biggest difficulty for our team is "Schrodinger express". In January 21st, the designer packed all the costumes of the show, and did not know whether it was the cause of the epidemic. The package was first submitted to the customs and customs department for failing to submit customs clearance information. Then the courier company refused to mention it and insisted on sending it to New York until February 4th. As early as February 1st, in order to prevent clothes from arriving in New York on time, we consulted with the designer team to prepare Plan B. Before I leave, pack all the rest samples of the studio to me and bring them to New York by myself. However, the remaining samples can only produce 15 sets of Look, which is too few for a show. Our production team took the time to make a basic purchase in New York, and made use of some Jersey, shirts, accessories and other "out of thin air" to produce at least 25 look. The two designers cooperate with the US time, complete the video model casting, Plan B styling and so on. The accident was that the delivery of the package arrived in New York in February 8th. We couldn't wait to pick up the goods, and then did the work of styling again. Fitting! Another accident was due to the epidemic situation. The sponsor public relations company said that only gift bags arrived in New York, and the gifts did not arrive. As one of the sponsors' rights and interests is "a picture of the sponsor's gift bag with 10 models", we will immediately coordinate with the sponsor public relations company, whether we can prepare 10 boxes of candy in the gift bag and send it to the model with the photo taken. (we must declare here that the sponsors themselves are very good, and they express great understanding and support to us in communication. But public relations companies are not very good at doing things. In the background of the big show, backstage sponsor's public relations company in New York, the assistant took the empty gift bag to look for a model group photo and was rejected by the model group. Our company appease the mood of the model and promise to make up the gift later to solve the episode.

Q: what is the key to successfully completing the release under heavy pressure?

A: I think the designer team has faith in us. Always maintain positive communication and both sides understand and cooperate with each other.

Q: are there any unexpected gains?

A: what is unexpected is that our unique curtain call links have been launched on New York Times, CNN and many other media. New York Times has also been printed. In particular, thank the designer team for their cue interview with our company, which gave us a wave of advertising in the New York Times. After the show, I tore x with the sponsor public relations company in the fashion industry 500 people, the strength has brushed a wave of advertisement to the designer, ha ha ha.

Q: as a producer of Runway Show in New York, what are the suggestions for designers?

A: first, when a designer or a brand member wants to do the show, first of all, what is the most important purpose of the show, such as expanding the overseas market, the two domestic marketing, or improving the brand background. Then actively communicate with the production team to work together to achieve the best results. Two, since you decide to run a show, don't hesitate. The sooner you decide, the more time you will have to communicate with the production team about the inspiration of this show, the design of stage show and the key points of publicity. The sooner the production team will be able to connect the brand with the appropriate cross-border cooperation and sponsors. The designer is not sure that our sponsors will be very ill at the same time, for fear that the sponsors will not come to the designer, which will also damage the credibility of our team. Three, for the small designer brand, the show is quite expensive (although our company is very cheap, ha ha ha). Never overimagine the value and popularity of fashion week for brand. There are thousands of brands on the official agenda of the four + Shanghai fashion week every year. There are more than 5000 brands in New York every quarter. Therefore, if there are not enough channels to cash in, such as promoting buyers' orders, stimulating consumers to increase sales volume and raising the background of investors, I do not recommend designer brands to do fashion week. Fashion week is more suitable for business brand. These are always told to the designer brand before making the show. It's not easy for us to make money, especially the designer brand. Many of them really use love to generate electricity. I don't want fashion week to bring them unrealistic expectations. Four is the company that wants designers to shine their eyes, crazy to preach you on fashion week and give various commitments, or designer brand can not afford, or Swindlers Company.

When chatting with the designers of this unusual New York fashion week, the most important word they mentioned was "persistence" and "Hope". Especially in the present, compared with those who rush to the forefront of anti epidemic work, we can make little contribution. But we still insist on using small strength to let the world see our strong and hard work, and life is continuing. No matter what kind of difficulties we face, we should not give up hope. Fashion is never negative, nor should you be.