The Asian IT Girl Entered Dior As Jewelry Designer.

In the younger trend, there will be more influx of new talent into the luxury sector, as illustrated by designer Yoon Ahn.

LVMH's determination to embrace the street trend seems to be becoming more and more resolute.

According to the fashion business bulletin, it became Dior last month.

Kim Jones, the creative director, recently invited Yoon Ahn, a designer's friend, in charge of jewelry for Dior men's wear.

Design.

A representative from Yoon Ahn revealed that the first series of Yoon Ahn in Dior men's clothing will be released in June with the first show of Kim Jones in Paris men's wear week.

Up to now, Dior men's wear spokesman has not made any comment on the news, but the background of Yoon Ahn Asian non professional background has aroused strong concern in the industry.

Unlike most of the luxury decorations designers who have been professionally trained in well-known fashion colleges, the famous road of Yoon Ahn began in 2008 with its husband Verbal, the accessories AMBUSH.

It is reported that the original intention of the brand's creation stems from the fact that Verbal, a Japanese Hip-Hop music singer, is dissatisfied with the style that the existing brand has created for him, so the two husband and wife decide to design their own shapes.

The birth of AMBUSH is deeply influenced by the trend culture. Yoon Ahn combines western youth subculture with Tokyo Harbin.

Later, it created a rebellious street style.

In an interview, she made it clear that she did not have the intention to develop into a big brand. AMBUSH is a brand for young people.

Represented by the "POW!" series, AMBUSH's accessories are highly recognizable by bright metallic colors and exaggerated shapes. After the launch of the products, young consumers are warmly sought after.

Yoon Ahn is not only IT Girl with 220 thousand fans on Instgram, but also a good friend of Kanye West, Quan Zhilong, Mizuhara Kiko and other star artists and Takahashi shield, Murakami Takashi and other designers.

The picture shows Yoon Ahn and her friend, Japanese star Mizuhara Kiko.

The picture is AMBUSH X Shu Mu Su show accessories series.

With the improvement of popularity, AMBUSH's products have been covered by richer categories, such as earphones and garments. Yoon Ahn has added more refined and high-end design details in the style of bragging and visual tension in recent years.

Since then, AMBUSH has been launching numerous joint brands including AMBUSH X BAPE, Colette x AMBUSH, AMBUSH x Coach and so on.

What makes sense is that AMBUSH's joint name in 2016 is the OFF-WHITE brand, the personal brand of Virgil Abloh, the current creative director of LV menswear.

The picture is AMBUSH X OFF-WHITE joint series.

Whether the designer's celebrity effect or his many years' grasp of the trend culture, Yoon Ahn will add more street elements to Dior men's wear.

Some people in the industry pointed out that LVMH agreed to let no senior.

Yoon Ahn, the house work experience, may be influenced by the success of Balenciaga pformation.

The role played by accessory designers is crucial to the overall image of the brand. The creative director, Demna Gvasalia, brings in styling for Balenciaga, as well as stylist Lotta stylist, who has started designing for Vetements.

The latter created an exaggerated and avant-garde image for Balenciaga, which was influenced by many years of underground London cultural circle and rock music.

The anxiety of younger age reflects that luxury brands are looking for new growth points.

At present, Kim Jones, the creative director of Dior Menswear, has launched the Supreme x LV series mixed with street fashion and high fashion for LV. The sales volume of the series has been over 100 million euros so far, and this young pformation will also continue to be made into the men's wear made by Dior.

According to analysis, Kim Jones has always had a clear understanding of the balance of fashion and business. He once admitted to the outside world that creative directors and designers are completely different things, and that the problems to be solved are different. What he wants to do is to point out the right direction for the team and make clothes and accessories that some people are willing to pay.

According to fashion headline data, group sales increased by 10% to 10 billion 850 million euros compared with the first quarter of March 31, 2018 as announced by LVMH yesterday, with an organic growth of 13%, exceeding analysts' expectations of 8.5%.

During the period, the sales volume of the leather goods department of the group's core rose by 25% to 4 billion 270 million euros, and organic revenue grew by 16%. Obviously, the group's Dior fashion department, which acquired 6 billion 500 million euros last June, made a great contribution to the growth of sales.

With the accession of Dior's first female creative director, Maria Grazia Chiuri, Dior began to be thoroughly younger.

Maria Grazia Chiuri took over the position of creative director in June 2016. In the announcement of the announcement, Dior CEO Sidney Toledano emphasized that the brand will inject more Maria Grazia Chiuri to understand the young lifestyle.

Although Maria Grazia Chiuri is very controversial about the reform of Dior, its success has given the brand a new image.

Maria Grazia Chiuri built a series of explosions, including the Dior cat and shoes, and the letter T - shirts, with its feminist design concept last year. It not only promoted the rapid increase in sales volume, but also brought about a double rise in media exposure and topic heat for the brand.

After finishing the pformation of Dior dress, LVMH is turning to the men's department with the same growth potential.

In fact, the first young innovation of former men's wear creative director Hedi Slimane has proved that Dior men's clothing is extremely plastic.

He is also the first time to take the cowboy series to the fashion designer of the senior men's wear show. During his seven years in office, he has introduced dozens of different styles of jeans for Dior men's wear, some of which have been super high up to 10000 yuan, compared with the jeans jeans with only tens of euros on the market at that time. Hedi Slimane has created extremely high added value for Dior men's clothing with its unique aesthetics of rock and youth.

As Tammy Smulders, director of global business at Havas Media Group, said, even male consumers are getting more and more attention to their fashion image in social media from the influence of successful people to pop idol.

According to the data released by EDITED, men's clothing will increase faster than women's clothing in the next three years, with net income of 2.3% and 2.2% respectively.

By 2020, men's clothing market value or exceeded 33 billion US dollars.

Regardless of whether the industry is optimistic about the high-end fashion that is gradually embracing the street culture, the consumption of the new millennial generation has become the object of luxury group competition in the market of luxury goods that China is representing.

On the other hand, in this contention of continuous personnel and business interests, it may also convey another positive sign for the fashion industry, that is, diversification is evolving from concept to reality.

Recently, the designer of the CFDA / Vogue Fashion Fund finals, Victor Glemaud, pointed out that the fashion industry must embrace and support diversified talents without prejudice. Otherwise, many independent designers and entrepreneurs in the future will be virtually hindered by the industry.

From Black Designer Virgil Abloh to asian designer Yoon Ahn, we can see that qualifications and backgrounds will no longer become the hard conditions for entering high fashion houses in the young design camp that has been completed by LVMH.

Some analysts say that, like Yoon Ahn's entry into Dior, there will be more rookies coming into the luxury fashion industry under the trend of younger generation. After all, designers who are influenced by youth culture may really understand young people's preferences.