Yin Yi Qing Has Resigned As LEONARD Brand Creative Director.

Chinese designer announced recently that he would not renew his contract with the French brand fashion house LEONARD, and was also stepping down as LEONARD's brand creative director.

It's less than two years since she and LEONARD worked together.

What does this Chinese girl want to do?

She is good at wrinkle design. Although born in Beijing, she has no traditional Chinese design thinking.

She moved to Paris at the age of 4, and came to Australia at the age of 14. She was educated in Paris National Institute of fine arts and London Fashion Institute.

The multicultural life background provided her with abundant creative materials, and formed exquisite and tension.

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10 released earlier

2016 spring and summer works became her curtain call at LEONARD.

The reason why she doesn't renew her contract is that she intends to focus on the development of personal brand Yiqing Yin.

When the news came out, there was a great uproar.

Why?

After leaving LEONARD, the Chinese designer, who was listed as one of the eight most important stars in France Vogue in 2011, told everyone that apart from designing works for the two quarter of the LEONARD new product every year, she also needed to divide herself into designing the release series of her personal brand.

"The industry as a whole is very fanatical and never stops.

So sometimes you know your limits and take a sensible step back.

Designers should remember why they chose this job instead of letting the whole industry control themselves.

She said.

In March 2011, Yin Yi Qing was listed as one of the eight most popular stars in French VOGUE. In the same year, her personal dress brand Yiqing Yin Yin first appeared on the stage of the Paris fashion week, and was awarded the design and harvest of the "carving style approach to fashion, combining the fabric with the body".

Fashion Awards.

Speaking of the plan to expand the Asian market, she feels that this is her hometown. At the same time, in Europe, every designer wants to enter the vigorous Chinese market. As a Chinese, she has a much smaller resistance to enter the Asian market. At the same time, she also believes that the Asian woman is more aware of the physiological structure of Asian women.

In any case, all efforts made by the LEONARD brand can not make the two rounds achieve the same requirement of cooperation, and can only reluctantly give up the possibility of cooperation between the two sides.

For LEONARD, the most important thing is how to design a successful product in the design team to face up to the loss of Yin Yi Qing, so as to please the Chinese market consumers who account for 66% of the market. At the same time, we need to find a suitable chief creative supervisor.