Designing "inner feeling" of cultural fashion

When the original cultural brand "exception" opened its brand new retail space into Shanghai Ipome and brought the 2014 Autumn Winter show to Hengshan Square, the Chinese local brand, which is the longest and most buzzing brand in China, has finally allowed consumption. The most representative of the subject perceives a brand-new thinking on Chinese element fashion from the dimensions of design, creativity, culture, and aesthetics.

In the new flagship store of the IIM Mall, the concept of the brand “MIXMIND” was given a physical interpretation: In addition to displaying fashion, books, homes, coffee, plants, art exhibitions, naturalistic brands from Italy, Massimo Alba, and Shanghai’s first exception to men’s clothing Stores are housed in a unified aesthetic space. For exceptions, the inner spirit of a fashion brand is obviously higher than the external performance. Most clothing brands spend 90% of their time and energy on simple and direct visual effects, with the exception of putting them into the product's sense of touch: only physical experiences that can be felt slowly and slowly. From the silk of Suzhou and Hangzhou, the cotton from the northwest to the yak of Qinghai-Tibet Plateau, the brand has penetrated the humanistic care of fashion brands while searching for the best quality fabric production areas at home and abroad and absorbing front-end fabric development technology. For example, a project specifically developed for yak cashmere in the Sanjiangyuan Ecological Reserve is bringing new economic growth points and hope for life for local herders. The temperature and the story began to appear behind the fabric.

This kind of beauty and care for life extends from the store to the T station: short-time renewable bamboo, reusable copper materials, aesthetics full of environmental protection and naturalistic characteristics have brought a different kind of “exceptional” 2014 autumn and winter show. New idea: With the opening of the overture, the model's brisk footsteps come from the far and near. Unlike the traditional catwalk model, the brand interlaces women's and men's wear. The first part is a swift and daring urban chivalrous person, integrating the natural romantic romantic silhouette of the East and the neat speed of the modern city; the second part of the rhythm has dropped, presenting a relaxed, romantic and comfortable life; to the third part The entire show was infected with an opera-like high-spirited and penetrating spiritual power transmitted by the costumes, showing upward temperament; in the last part, the Chinese people are most familiar with the life totem-Goddess and Fulu Shouxi. Appearing in clothing in an unexpected and modern art manner, the entire T stage is filled with jubilation and joy. One of the most striking is the exceptional men's wear that is the first conversation with the Shanghai public. The contemporary men’s image expressed by him runs through two different series of themes: the people line, which is based on the working men’s environment, uses overalls and uniforms as prototypes, and emphasizes functionality to shape the rationality, responsibility, and order of men’s clothing. Logic; another line of the humanities centered on intellectuals and elites, expressing men’s humanistic concern and emotional expression of art.

In addition, in the brand exhibition space of Hengshanfang, designers use translucent fabrics to isolate the city's coffins; use traditional oil-paper to wrap the trees in the venue and deliberately leave blank to reveal some canopies; It will be recycled and become the floor of the "exceptional" brand store in Hengshan Square under construction. The exhibitions of its sister brands Fangshang and YNOT followed the material of the opening exhibition of the brand's IIM Plaza: the most commonly used carton materials in life were used as the carrier for the display of pictures and texts.