Young Fashion Crossover Carnival

It's hard for you to describe the core of young fashion with one word, but in general, when young is

When it comes to the outside world, it is bound to be associated with treason, pride and unruly. Finally, it is inevitable to break the rules.

Perhaps it is because of this impulse to break rules that playing the crossover seems to be the most popular "play" of young fashion circles.

This idea was held in Shanghai on ~11 March 9th.

Almost naked examples were obtained.

At the entrance of the exhibition hall, there stands a huge archway three storeys high: the red thin bamboo sticks with branches and branches are tied on the portal frame of the steel structure with red silk thread, forming a "door" shape.

This big "gate" is precisely a young brand's high profile Declaration on "cross-border".

The "red line" gate, which is brought by China's new young artists, refers to the red line of the old man. It sets up a bridge between the brand and the art. It implies that there is always a link between art and art, between artists and artists, and even between people.

"Grasping the younger generation is the inevitable direction for the brand to maintain its vitality, and pboundary can be its most interesting theme."

In the face of this surging new market,

China's CEO Mai Han Hua gave his observations on the first financial daily interview.

Following the first appearance of Novo Mania last year, young fashion finally gathered in China and played a sounding gun.

But what is unexpected is the growth rate of this force: the Novo Mania exhibition area in 2011 was 18 thousand square meters, more than doubled last year, and according to official information, the exhibition area will expand to 25 thousand square meters next year.

All this makes young brands form the 2011 most powerful force.

The more than 100 show here.

From

They are more or less always showing the theme of "crossover" in the exhibition.

The crossover concept is demonstrated through a three-dimensional cowboy filling station device.

The mini slide pool shows extreme movement, and goes to the signing and performing.

"I try to express imagination, color and joy in painting. Sometimes I express myself through satire. In my paintings, the protagonists usually smile, because they come from my dream."

Italy artists

The "life" painting and painting exhibition, which is brought about by various brands, does not appear abruptly.

The artist who was born in Rome showed every day of his everyday life in different ways. He reappeared the idea of "X generation" to the times through canvas, and became a typical representative of young fashion for artistic orientation.

To play the crossover, many famous rock groups and various kinds of music are indispensable.

The 2011 heat wave festival also landed in Shanghai by Novo Mania. It launched a series of limited T-shirts designed and signed by musicians, which is almost a combination of rock music and young fashion.

In addition, some brands have released their young side series.

Launched BABY ANGEL for young girls, Japanese Harajuku style girl brand

Bring the flag.

Children's wear series, men's wear brand "

"1978 JEANS" series.

In recent years, Lacoste, who loves to play the art of cross border and color leaping, has finally launched the latest brand "Lacoste L! Ve" - the French style elegance represented by pure colors.

First financial daily: how to look at cross-border cooperation between young brands and artists?

Mai Hanhua: This is actually a major development direction for young brands in recent years.

Because the inspiration of artists can bring different vitality to young people. For example, Lacoste once worked with Chinese artist Li Xiaofeng to decorate the POLO shirt with blue and white porcelain.

So when fashion and art collide, there will be unexpected spark - and young people like this kind of "sparks" most.

Because this collision is very special, it can give clothing new meaning, so that young clothing brand is not only pure youth rash.

Daily: what qualities should artists of cross boundary cooperation possess?

Mai Hanhua: at the moment, we do have plans.

Finding suitable artists to create limited series is still being decided.

I want to say that it is very prudent to choose an artist for the brand because cross cultural collision does not only require different elements and ideas, but more importantly, is there any similarity between the DNA of the artist and the brand?

For example, originality, the pursuit of artists, the ability of artists to recognize brand culture, and the involvement of emotions in such culture, which is easy to be ignored, is the most need for the brand to think and grasp.

Daily: why will the young elements of the brand be independent?

How do we view this trend?

Mai Hanhua: if a brand wants to achieve sustained vitality, it must focus on young people.

As a fashion brand with more than 80 years of history, in such a young age, we need to be younger and attract more consumers.

But our management also has such concerns. If Lacoste suddenly becomes a very young brand, our original consumers will be confused and lead to dislocation of consumption.

Therefore, the development of new brand is a two pronged development strategy.

I think all brands will be younger and tend to be younger.

This is like a means of constantly evolving to prevent elimination. At least, we should capture the elements of the young trend, grasp the aesthetic taste of future customers, and constantly change to survive.

But to launch such a new brand, we must wait for the opportunity: waiting for the brand to mature and waiting for the market to mature.

For example, young people may wear brands such as Puma and Nike for many years. At that time, the market will call for new young brands. But the pformation of Lacoste has already taken shape. The brand new comes to the horizon. When the two come together, the young brand is born.

Daily: will the emergence of Lacoste L! Ve bring the main line brand back to its original maturity line?

Mai Hanhua: No.

Although Lacoste has been showing a younger trend in recent years, the Lacoste L! VE is actually still different from Lacoste.

The young atmosphere of the former is more unbridled and integrated into more bold, unconventional and unexpected elements.

Lacoste is more inclined to a simple life with vitality. The main characteristics are authenticity, boldness, elegance and optimism.

So in young Lacoste L! VE, the most obvious trait it inherits is boldness and optimism.

In its design, music and color become very important elements, but it is different from other street signs, because some street tide cards are often sold as a rebel spirit, but they are much more elegant and fashionable.