Alexander Wang: My Design Concept Has Always Been Deeply Rooted In The Street.

McDonald's joined hands with Alexander Wang to build a "King's black gold" theme feast, which not only introduced the Limited package, but also personally designed two fashion items. You must have seen this handbag in social media, or have already got it. Alexander Wang refers to the operation of the catering industry, does it make you feel confused? But if you understand the status of Alexander Wang in the second half of the year, you will understand that Alexander Wang, already involved in various industries such as YouTube, jewelry, mobile phones, has become a cross border expert.

Earlier, I had an exclusive mail interview with Alexander Wang. This time, through the joint efforts of McDonald's and Alexander Wang, Xiao Li finally had the opportunity to interview the "King" face to face. I am very sorry to tell you that I rarely asked an important question: "why do top fashion people like to wear a black body"? Alexander Wang acts as a benchmarking figure for the black man.

4 days before the "King's black gold" series of delicious food sets, McDonald's and Alexander Wang held a black gold tide in Shanghai. This is my first face to face interview with Alexander Wang. According to his active public image, I believe the interview process should not be boring. But what is unexpected is that Alexander Wang can talk more about it than I can say. I only asked 8 questions. There are 3000 words in the post interview material. The following interviews are not respectful to the "King".

After all, it was co signed with fashion designers, and McDonald's and Alexander Wang photographed a group of modeling pieces for their joint products. Among them, the female models wore beautiful jewellery and appeared in alexanderwang's representative black dresses, and I made a group of modeling the day before the interview.

Before the interview, I shared with my Alexander to see Wang and began to introduce myself.

K:Hi, Wang, I am editor in chief of little science, and also a stylist and photographer. I just made a group of modeling films for you and McDonald's's handbag, and I want to share them with you first.

W: (live browsing) wow, is this what you just took today?

K: this morning, it was late last night (laughter). My train of thought is to combine the sense of hierarchy with black and white. It looks like the appearance of Losangeles stars. In order to echo the color matching of black gold M handbag, I wore a pair of Timberland boots.

W: ha ha, I can see it is exactly the same as you wear today.

　　 K:KIMO W:Alexander Wang

　　 K: let's get started! I've seen a documentary about you before, and I always see you finishing your modeling in the back stage of the show. I want to hear you talk about your work in modeling, or how do you feel about your modeling skills?

W: I think I did a good job. In fact, it is natural for me to do modeling. It is part of my work in the show. There are always many attempts and mistakes in this process. Most of the time, I will let my team try to do something outside the work, even if you think it is useless to do it, but still have to continue to try and contact. These attempts are sometimes crazy, weird and even daring, but I think that will be an interesting part of the work process and can also solve practical problems. We have embarked on this season to separate many of the original items from different styles, wear different styles of shoes, and find the right proportion. I think this is the same thing as business. Personally, I like modeling very much. This is also my favorite part of the show. Finally, when I show new products at the show, I want to ensure that every detail is perfect and that every garment is well worn. In this respect, I may be a perfectionist.

　 K: the topic of fashion street, now we have seen several epic joint names. What do you think of this phenomenon? Will you choose to join the traditional street brands in the future?

W: In fact, fashion street is not new to us. At the beginning of alexanderwang, we didn't label ourselves. Designers, luxury labels or fashion labels are fashionable, but it's important for me to never restrict yourself to a box. Moreover, I think my design concept has been deeply rooted in the street, and some things sound high or low, or ordinary or extravagant, and the streets can accomplish balance well. So that's why today's street is one of the most widely recognized and praising styles. But for us, the street is more in the core spirit of "who I am and where I come from," and it never leaves us. You know that this is absolutely related. We can participate in it, and we are very excited to talk with it.

　　 After K:UNIQLO, I saw that you have made a lot of joint projects, like Adidas. H&M BVLGARI, and this McDonald's. They come from different fields and face different consumer groups. So what are your criteria for selecting partners? How can they be judged to match your brand alexanderwang?

W: For me, whether I am actively contacting someone or someone else actively contacts me, this is a real opportunity to collide with different sparks and inspire special ideas. As you said before, there are many different kinds of cooperation every day, no matter the price is high or low, or from the East and the west, wherever you go, there are new tricks every day. I am also in it, and I can feel that my co works not only write the name of alexanderwang, but contribute to creativity. The joint name must have a deeper purpose. I have always focused on those brands that are in the leading position in the industry. Whether McDonald's, UNIQLO, H&M or Adidas, I think these brands are pioneers of the age and pioneers in promoting brand boundaries. They display extraordinary leadership in their industry. I am also lucky to be able to cooperate with these brands, they have taught me a lot. The joint name enables our brand to communicate with different customers from different parts of the world through different channels and media. I enjoy this process very much and like to bring people together because I want to be a fashion designer not only, but I want to communicate with a large audience.

　　 K: how do you think of the term Premium Mediocre (quality and mediocrity), which will give fashion or high-end attributes to ordinary things? This is a popular consumption mode or lifestyle. It is also a cooperative strategy adopted by many cross-border partners. Do you think Premium Mediocre is created by fashion designers or is it inevitable for the development of information society?

W: Creating extraordinary or shaping our own wave has always been our brand strategy. We have many different cooperation, but our core product line is inspired by ordinary things that are likely to be neglected in our daily life, such as its value, its design potential, or simple but exciting things. So in my view, Premium Mediocre is able to break through the boundaries and create something that looks simple and direct but brings a new experience. And I think this kind of thing is combined in some way and full of tension, which makes me very excited. I think my design has been trying from the beginning in the atmosphere of Premium Mediocre, such as refrigerating boxes made with Magnum ice cream, making picnic baskets with McDonald's, or making lunch bags in the products of alexanderwang, Premium Mediocre has been running through our entire brand. But I do not think this concept will apply to every brand design company, because their design concepts are nurtured and developed in their own unique ways. Whether the two fit together is a problem to consider.

　 K: let's talk about working with McDonald's this time. This is not your first collaboration with food related brands. What links can food establish with alexanderwang? How did you accomplish this design idea?

W: In fact, this is not my first collaboration with McDonald's. McDonald's is a marked global brand. It has been growing with me. So McDonald's represents many personal values and memories, such as happy meals and small toys, and McDonald's at the adult party. It brings me a lot of joy. As I grow up, McDonald's is changing. Today, I can work with McDonald's in China. I hope that through our design of fried chicken packaging, we can help you gather friends and family together, and the contact between people is very important to me. And alexanderwang is a fashion brand. I once again applied my design to products outside McDonald's food to show our core competitiveness in fashion accessories. At the same time, this design process also excited me.

　 K: from the two aspects of modeling and practicality, what kind of single item do you usually use in black gold basket and black gold M handbag?

W: For me, I think black gold M handbag is better. In fact, there is an interesting story. My friend Zoe Kravitz always carries a real paper bag. She walks in the street and puts everything in a paper bag. But paper bags are flawed. It is difficult to pack things, and Zoe Kravitz is careless and often loses her paper bag. So, when I was married, I specially designed a lunch bag for her. Because it is specially made for her, the lunch bag is very easy to install and not easy to lose. This cooperative black gold M handbag paper bag is made of more environmentally friendly and durable materials, making it look very exquisite and convenient to carry.

　　 K: what do you like best in Chinese cuisine?

W: Well, it's hard to say that my favorite Chinese food may be dim sum and Sichuan cuisine. I like spicy food, ha ha.

　　 K: if you are doing something that will have a decisive impact on this industry or field, what kind of impact do you want to have?

W: I want to leave a legacy to make me feel that I have done something worth remembering and respectful to make my parents proud. I have an obligation to respect and care for them, because they gave me life from birth and gave me a lot of very special things to help me create and try to expand the alexanderwang brand, and I hope I would like to share this with more people.

Conclusion: my design concept has been deeply rooted in the street. "Alexander Wang