"Maker" stunning fashion week

In early March, Shenzhen Mayor Xu Qin announced Shenzhen's "Maker Strategy", claiming to build an international maker center.

At the first Shenzhen Fashion Week from March 19 to March 24, Li Feiyue, the founder of Shenzhen's local fashion brand Pink Blue Wardrobe, put forward the concept of "fashion maker" keenly. He claimed that Shenzhen Fashion Week is not only a week of dozens of high-level shows, but also the concept of design innovation and cultural creativity in the fashion field.

The fashion industry is one of the important industries in Shenzhen. This fashion week focuses on both independent and original design and commercial implementation. As Li Feiyue said, the concept shows of most fashion brands are not purely commercial fashion releases. , but the creative sharing of cultural concepts and design concepts, which coincides with the core of the maker spirit - "creative sharing and non-utilitarian innovation".

The word "maker" comes from the English word maker, which refers to a person who strives to turn various ideas into reality because of their interests and hobbies. Li Feiyue believes that fashion designers who have cultural and artistic connotations but are not satisfied with pure commercial pursuits can be called "fashion makers". Shenzhen, the creative capital, not only needs technology makers, but also fashion makers full of creative spirit and cultural feelings.

For the powder blue wardrobe, its maker spirit is more reflected in "continuously trying the cross-border integration of culture, art and fashion". In this fashion week, the fashion show "Pick-up Light. A Dream in the Garden" of Pink and Blue Wardrobe turned the fashion show into a shadow play stage. Inspired by the art of shadow puppets, the designer glued shadow puppet patterns or embroidery, or three-dimensionally to the skirt and waist. In the live accompaniment of Guzheng, Kunqu Opera and drums, the dreamy feeling of a dream in the garden instantly emerged.

Behind the stunning moment, the powder blue wardrobe has made efforts in the "crossover" of culture and fashion over the years.

Li Feiyue has long recognized that "fashion has long surpassed practical functions for many women with literary and artistic temperament. When consumers decide | to buy a piece of fashion, in addition to paying attention to the product characteristics of the fashion itself, they also It will have value recognition and emotional resonance with the brand culture behind the fashion. The cultural and artistic connotation of a brand, in addition to the product and store image transmission, can also be transmitted through the media, especially the new media in the mobile Internet era, to achieve cultural transmission and fashion. Connection." Therefore, he regards the crossover of clothing and art as an innovative exploration of emotional connection between fashion brands and consumers in the form of mobile Internet.

Only a team with cultural and artistic accomplishment can create a brand with cultural and artistic flavor. In 2012, Pink Blue Wardrobe created the first staff art troupe in the industry, and continues to hold various art activities integrating various cultural arts and fashion. Li Feiyue believes that the first thing that has changed is the pink and blue wardrobe team, including the design team; at the same time, the Lifisee art space under the pink and blue wardrobe holds more than 100 art exhibitions, art salons and fashion parties every year. In Li Feiyue's view, this This long-term cultural and artistic precipitation can not only provide the inner inspiration of literary and artistic temperament for product design, but also provide continuous cultural impregnation for consumers' emotional connection through remote communication in the Internet age; while the design team of BBLLUUEE series brands The fashion musicals created and performed by the Hefanlan Wardrobe Staff Art Troupe every year, including the shadow puppet art cross-border show at Shenzhen Fashion Week, have produced nearly 100 sets of artistic concept dresses, and after refining | It has become BBLLUUEE high-end dress customization products and ready-to-wear. Li Feiyue believes that this has simultaneously achieved artistic cross-border, fashion fusion, brand communication and commercial transformation.

How can this kind of crossover make consumers pay? Li Feiyue's answer to this is: the self-precipitation of culture and art of fashion brands is not for the simple realization of "today's" product integration and commercial transformation. Just like the temperament of a person, it is the external manifestation of the inner meaning that has been precipitated over a long period of time. The temperament of the brand also requires continuous cultural refinement.

The launch of the pink and blue wardrobe was definitely an extremely rich and interesting show. At the beginning of the show, the T stage curtain moved forward and turned into a shadow play stage. In the accompaniment of guzheng, Kunqu and drums, the models stepped on the stage of the live music. The costumes were also quite classical, with shadow puppet patterns or embroidery, or three-dimensionally glued to the skirt. At the hem and waist, the dreamy feeling of a dream in the garden emerges instantly; the folds like rice paper are superimposed on the neckline and skirt tail are also quite interesting. In addition to focusing on the crossover between traditional shadow puppets and fashion, some of the dresses displayed in the pink-blue wardrobe this time also follow the royal style, with gradient lantern skirts and a domineering long sway that drags the ground like Wu's enthronement, showing a sense of Chinese and Western aristocrats.

This moment is amazing, forged by years of work.

Pink and Blue Wardrobe has carried out a series of cultural activities to create a cultural atmosphere. How can these activities be truly integrated with the products and avoid the phenomenon of "two skins"? How can these activities be translated into consumer behavior?