Cultural Fashion Of Original Culture, Brand Design And "Inner Sense"

When the original culture brand " exception "(EXCEPTION de MIXMIND) opened its new retail space to Shanghai's International Trade Plaza (iapm) and brought the 2014 autumn and winter new dress show to Heng Mountain square. The longest standing and most worshipped local brand in China has finally given consumers the most concrete perception of the theme of" fusion and harmony ", and a new thinking on Chinese elements fashion from the perspectives of design, creativity, culture and aesthetics.

In the new flagship store of the Trade Plaza, the concept of brand "MIXMIND" has been explained in substance: besides displaying fashion, books, homes, coffee, plants, art exhibitions, naturalistic brand Massimo Alba from Italy and Shanghai's first exception men's clothing store are absorbed in the unified aesthetic space. For an exception, the inherent spirit of a fashion brand is obviously higher than external performance. Most clothing brands spend 90% of their time and energy on simple and direct visual effects, while exceptions put them into product tactile sense: only slow hearts can slowly feel the physical experience. From Suzhou and Hangzhou silk, northwest cotton to yak velvet on the Qinghai Tibet Plateau... In the search for the best quality fabric producing areas at home and abroad, the brand also penetrated the humanistic care of fashion brands. For example, the special development project of yak hair in the Sanjiang source ecological protection area is bringing new economic growth points and life hopes for local herdsmen. The temperature and story started behind the fabric.

This kind of beauty and care for life extends from shop to T: short time renewable bamboo, recyclable copper, aesthetics full of environmental protection and naturalism features bring new ideas to the "exceptions" 2014 autumn and winter show. With the opening Overture, the light and fast footsteps of the model come far and near from the solid wood stage. Unlike traditional fashion show, brand makes women wear and men's clothes staggered. The first part is the brisk urban chivalrous knight who melts the profile of Oriental natural romanticism and the speed of the modern city. The second part of the rhythm falls down, showing a relaxed, romantic and comfortable life state; in the third part, the whole show is infected by the spiritual power transmitted by the costumes as high as opera and penetrating, showing a rising temperament; the last part, the most familiar life totem of the Chinese people, the door god and Fu Lu Shou Xi, appear in costumes on an unexpected and modern artistic way, and the whole T stage is filled with jubilant festivity. The most notable of these is the first men's casual dialogue with the Shanghai public. The image of contemporary man he expresses is permeated with two different themes: the people's line is based on the masculine environment of work. Coverall The uniform is designed as a prototype, focusing on functionality to shape the rationality, responsibility, order and logic of men's clothing. Another line of culture is the intellectuals and elites as the core objects, expressing men's humanistic concern and emotional expression of art.

In addition, in the brand exhibition space of Heng Mountain Fang: Designer Use semi transparent fabric to isolate the noise of the city; use traditional oil paper to wrap up the trees in the field, and leave some crowns in a specially reserved way; the wooden wood of the show road is all recycled after the end of the show, and becomes the floor of the Heng Mountain brand "exceptional" brand shop under construction. The exhibition of its sister brands and YNOT's show uses the materials of the opening exhibition of the brand Trade Plaza: using the most common carton material in daily life as the carrier of picture and text display.