Ye Lin Was Designed To Interpret His Works With Color, Aroma And Taste.

The shop layout and clothes are exceptionally clean, natural and simple. In the glitzy business circle, this is a place that is especially simple and quiet.

Later, with the dialogue with EIN's design director Ye Lin, we learned more about EIN.

Behind every brand, there must be a deep brand of a designer, and so is EIN.

Ye Lin has given EIN the way of thinking: EIN believes that the outer dress is the inner expression and the choice of the way of life.

So what we should really seek is quality instead of material. Emphasizing the needs of the interior and dressing concept is the starting point of design.

"Advocating quality rather than material" is not absolute rationalism in German style, absolute utilitarianism in the American style, nor too complicated details in Japanese style, nor luxury formalism in Italian style. What we want to do is to return to rustic luxury and create unique and pure Nordic temperament.

Abandon the complex and flashy, with simplicity, nature, comfort, practicality as the essence of design; through life, value, art, preferences and other elements to interpret contemporary women's soft and quiet, freedom and rebellion, tenacity and fearlessness; express a comfortable, simple, pure life and things yearning.

We are very curious about the Nordic temperament.

What kind of opportunities or factors led her to place a brand style in this? Obviously, the style definition of EIN also came from the original aesthetic orientation of Ye Lin's heart.

She said so:

I yearn for a simple life, pursue inner enrichment and freedom, love the harmony between life and nature, inner world and the outside world, and feel real and beautiful from simple and practical life.

I am fascinated by this kind of life.

At first, the brand went in this direction. We didn't know that there was such a way of life in the world, until a accidental Nordic travel. We went there to find that the origin of EIN's style was there.

Nordic people are content with simple material needs, focusing on the feelings of the soul and deep thinking of things.

They are childlike innocence and imagination. They face life with deep love. The long day and night make them slow down, enjoy everything they bring to life and have a free hand.

I was so excited that our designers came there, wearing EIN clothes, and at that moment I found the style that the brand had always insisted on: clean, comfortable, natural and rebellious.

I am more determined to bring this way of life and way of thinking to Oriental women, and let them find the beauty and persistence neglected in life.

Our design style has returned to the most natural state: only by proportion, color, volume and texture to convey the aesthetic feeling.

Ye Lin further explained the four elements of cleanliness, comfort, nature and rebellion she talked about: cleanliness means that the product's color is fresh and its display is simple and exquisite, and it shows a clear smell in the essence of life without impurities.

Nature is the root of life, from the understanding of the living environment, the emphasis on environmental protection, recycling and reuse.

Comfort is not to wear clothes as a burden, clothing is to express, more suited to the needs of the inner self.

Rebellion is characterized by its distinctive personality and independent personal opinions, emphasizing self-awareness under the same aesthetic conditions.

As a woman

Ye Lin is clearly more able to see EIN consumers and appreciate her consumers.

She depicts people who like EIN: she loves nature and regards protecting nature as her natural duty.

She does not waste and is good at finding beauty in life.

She is a hardcore environmentalist. She loves traveling and sports, and loves to discover the beauty of nature on foot.

She loves food and believes that good coffee must be made by hand.

When she meets a good book, she can be quiet for an afternoon; she will enjoy the party with her friends.

She is so colorful.

She lives in the city, uses environmentally friendly household products: comfortable, simple and high quality, but does not pursue high price.

She will make use of the discarded articles to turn it into a landscape; she can manually weave a warm collar; she will draw exquisite pictures on the walls of her house.

The luxury of life does not mean how much we have, but the right one is the best.

Of course, the EIN girl has feminine beauty, but also has distinct personality and edges. It can be interpreted as an independent, self assured, unique system and view of the world. It is a rebellious spirit of EIN.

Perhaps so, Ye Lin integrated the concept of "home" into the shop of EIN from the perspective of a female designer.

In EINLIFESTYLECONCEPTSHOP, we can not only see clothes, but also find cosmetics, cleaning solutions, home accessories and other items.

In Ye Lin's description, "home" is like this: in the impression, the feeling of home is color, aroma and taste: it has elegant colors, minimalist furniture, comfortable home furnishings, and the room is filled with natural fragrance, such as the smell of grass, the smell of rain, and the smell of trees.

All this is also integrated into the space of EIN. Although there is no flower fragrance in this "home", it is filled with the most natural and essential breath and color.

It is rare to hear people describe a shop with "color, flavor, and taste". Ye Lin thinks that in EINLIFESTYLECONCEPTSHOP, the color, flavor and taste are embodied in such a way:

Clothing, emphasizes the lifestyle and dressing concept of inner needs; creates simple style with simple design and conveys meticulous humanistic care.

Fragrance, fragrance can clear the heart, maintain sex; this starts from the taste bud to relax the journey, to feel the awakening of every cell in the body, so that the surrounding areas are full of romantic taste.

Pure, pure and clear, return to simple and plain elegance, enjoy the comfortable experience brought by the cleanliness, and feel the most natural and gentle purity to beauty.

Products, closer to nature, integrate into the concept of environmental protection, pursue the real life of alcohol and beauty, rich, yet quiet, simple and more gorgeous.