The High-End Life Brand Co Founded By Chinese Designers And Hermes Is "Up And Down".

< p > luxury goods in China become a global topic of fashion this year.

In Europe's high-end mainstream stores, we often see some Chinese brands in succession; the four fashion week has the figure of China a target= "_blank" href= "http://www.91se91.com/" > designer < /a >, and some Chinese studios are also in Paris.

Chinese designers are creating a new way of preserving and developing traditional Chinese culture and integrating modern western technology and ideas.

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< p > Chinese designer Jiang Qionger and Hermes created the high-end life brand "up and down" < /p >.

< p > < strong > take advantage of strength, < /strong > /p >

< p > in September this year, the staff of "up and down" entered the most busy state.

The high-end life brand, co founded by Chinese designer Jiang Qionger and the French Hermes group, is about to open its first overseas retail store in Paris.

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< p > "this shop in Paris is a cloud shaped space created by the slit and delicate design of over 6000 pieces of white porcelain. It comes from the master of architectural design.

Porcelain is an indispensable element in Chinese culture. Combined with the romance of France, it forms a feeling of flowing and flowing.

"If it is on the top, if it is on the down side", it seems to put a tolerant and inclusive Oriental elegant life in the eyes of the world.

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< p >, while Chiang Qiong's ears are in the layout of Paris, some colleagues who are interested in building Chinese luxury goods are also taking action.

According to foreign media reports, Chinese designer Zhang Shan Shan participated in the London Fashion Week in February this year after winning the British Fashion Association's "new generation" project. Its fashion series has been successfully sold in London department store Brown and Joyce department store in Hongkong, and recently successfully entered the department store of Naiman Marcus (NeimanMarcus).

Chinese designer Lawrence Hu set the studio in Paris.

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P, however, it is too early to say that Chinese luxury goods have begun to exert themselves overseas.

Dr. Zhou Ting, director of luxury goods and wealth Quality Research Institute, said that the influential Chinese luxury goods abroad are limited to individual designer brands.

Over the past few years, a few brands such as Guo Pei and NE tiger TIGER have attracted some attention from foreign high-end markets. With the appearance of China's first lady this year, "Chinese fashion" has become a worldwide theme. However, domestic luxury goods have not yet formed a climate of collective effort, but also lack of such ability.

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The meaning of "P" is that the rise of "up and down" has a similar development path with Chinese luxury brands, such as Shanghai SHANGHAITANG, Kirin jewelry and so on.

Zhou Ting said, that is, with the help of international luxury group's channel advantages and platform advantages to integrate into the international stage.

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At the end of last year, Kirin jewelry was purchased by Gucci (Gucci) and BottegaVeneta, such as Paris spring group or PPR.

The brand, co founded by Chen Ruilin, a Chinese jewelry designer and a French entrepreneur, founded in 2004. The first store opened in the famous Place de la Concorde in Paris, located in the high-end market.

After the completion of the acquisition, Kai Yun will provide support for Kirin jewelry in real estate resources, shop location and distribution channels. Kirin jewelry can also enjoy resources such as media purchasing, information sharing and e-commerce.

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P, nearly 20 years old, was born in Shanghai, Hongkong. In 2001, it was sold to the world's second largest luxury group, SHANGHAITANG.

As a result, Shanghai SHANGHAITANG has gradually completed the global layout of China's top luxury brands, and now has dozens of stores and branches around the world.

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< p > in Zhou Ting's view, Chinese luxury goods always exist "self development difficulty" situation, therefore, it is inevitable to choose to be bought or jointly invested by foreign groups.

"Apart from congenital deficiency, China's luxury goods still face three big disadvantages after the day after tomorrow.

Foreign brands have taken the lead in the minds of Chinese consumers, and Chinese people are more serious about luxury goods. Therefore, luxury goods in China are virtually squeezed.

In addition, in the communication channels, the domestic fashion media resources are basically occupied by foreign brands, and the best locations in the sales channels, business circles and large high-end stores are also big foreign brands.

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< p > however, it is no easy task to be matched by large foreign groups.

Zhou Ting believes that in the few cases currently available, the core factor is that Chinese designers have their own unique and outstanding abilities.

"For example, Chen Ruilin's gourd ornaments, Maggie Cheung always takes it to the big matches; the cheongsam, the button and the dragon pattern of Shanghai SHANGHAITANG are all very classic; Jiang Qionger's aura is unmatched, and has a very high personal reputation."

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< p > < strong > the sense of "combination of Chinese and Western" is less than /strong > /p >

< p > to meet the opening of Paris store, a scarf was specially designed.

In the design, the modern folk painting "Jinshan peasant painting" in the suburban county of Shanghai has become the keynote of creation. Under simple, concise strokes and bright colors, people of traditional Chinese dress are visiting Paris landmarks such as Triumphal Arch, Eiffel Tower, Le Louvre Museum and so on.

The picture in silk scarves is just like the way of dialogue between Chinese fashion world and the world today.

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P has always been hoping to tap the global fashion industry with pure Chinese culture and craft.

However, there seems to be a premise that "the nation is the world". Only when we first approach the world and be brought into the world will we have the opportunity to show the nation.

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< p > Zhou Ting said that at present, there are three mainstream attitudes towards Chinese culture in the international market.

Some do not like it, because there is a huge difference between Chinese and Western cultures, which leads to psychological barriers. Some are fanatical chasing. These people often have a deep understanding of Chinese culture, or have experience of working and living in China. Others are curious to explore this ancient country through Chinese luxury goods.

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< p > therefore, it is assumed that the whole world will chase the Chinese style and take some of the ingredients for granted.

In today's already recognized Chinese luxury brands, the combination of Chinese and western is the mainstream. Careful integration can be seen everywhere.

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Printed by P, Zhang Huishan appeared in London Fashion week.

Zhang Huishan said frankly that he referred to some Chinese cultural relics in museums, such as tablecloths and boxes, and decided to use "implicit" techniques to express the characteristics of these elements.

In the end, printing was ingeniously blended into the western style custom tailoring and style.

The high school student who graduated from the central Saint Martin School of art and design has had a working experience in the Dior advanced hand-made workshop. Western aesthetics and clothing technology have been very particular in the design of Zhang Shan Shan.

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< p > ornaments in Shanghai SHANGHAITANG will often be decorated with Chinese knots, fringes and braids, but they will always be matched with matte, beating metal or three-dimensional a target= "_blank" href= "http://www.91se91.com/" > Leather > /a > embossing, making it full of exotic and exaggerated sentiment.

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< p > Jiang Qionger was also under the double influence of eastern and Western cultures for a long time before he finally came up with a way to get through the world stage.

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< p > "in fact, Western luxury brands are very cautious about the use of Chinese elements. They often just extract elements and blend with their own styles. In essence, they reflect their own brand characteristics." Chinese style "is more of a concept.

Zhou Ting said.

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< p > of course, although there are some meanings of "curve saving the nation", after all, Chinese luxury goods have taken the first step towards the world.

More importantly, driven by these designers and brands, some traditional processes that have been forgotten or are lost are being rediscovered and moved to the forefront of fashion.

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< p > for example, the "up and down" products are sold by handicraft. Therefore, looking for artisans has become the main work that the brand has been doing.

Jiang Qionger believes that in the past fifty or sixty years, handicrafts and history have broken down in China. Now is the time to recover our cultural roots.

Sometimes, Jiang Qiong will see an old woman making up an obscure thing in remote mountainous areas, but there will be surprises when she comes up, and those great handicrafts will be hidden in these unnoticed people and places.

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The same is true of < p > NE. TIGER.

Over the years, chief designer Zhang Zhifeng spent a lot of effort to excavate traditional culture, including the brocade of "Jin Jin Jin", the four famous embroidery of exquisite and outstanding, the silk of "the saint of weaving", the unique skill of making rope and so on.

NE TIGER also concentrates on a group of "thousand year old embroidered nun". The age of these embroidery workers is more than 1500 years old, of whom 21 are over 70 years old.

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< p > however, if we want to graft these traditional techniques into fashion and even apply them to modern life, we need to use the unique design concept. To be exquisite, it is a time-consuming and energy consuming process.

Jiang Qionger said that she had to think over the past few years for the re creation and utilization of a traditional process.

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< p > Zhang Huishan said, "luxury comes from the source, and the place where it comes from is the best place."

To let that source flow out of the new beauty that belongs to this era and the whole world, everything is just beginning.

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