Ms. Fan Tide Brand Interview: The Most Influential “China Style”

Will you wear the dense fan tide card cheongsam up the street? The answer is mostly No. The dense fan believes that the Chinese style is the capital's tide.

At the InnoBrand 2015 gorgeous brand innovation contest held at the end of last year, the new “Compact Fan” brand that focused on the Chinese style scored a score of 8.4 points, winning the championship among many fashion and lifestyle innovative brands. .

Recently, the reporter conducted an exclusive exclusive interview with Feng Guang, the founder and CEO of DianFeng, to learn more about how the Chinese-English couple opened up a very unique "China Fashion Brand" entrepreneurial road.

The Founding Team of Secret Fans introduced:

Feng Guang (pictured right): Founder/CEO, 8 years of English education, Bachelor of Science in Finance from Leeds University, Master of Science in Finance from Durham University, 4 years of experience in the financial field, and 5 years of experience in Internet entrepreneurship.

Han Wen (left): Co-founder/Art Director, studying in the UK for 7 years, graduated from the Leeds University School of Art, majoring in textiles. Worked at Vivienne Westwood. After returning home, he worked as a costume design director in a family apparel company.

Chuxin: Let Chinese style design “have inheritance and evolution”

Feng Guanghe and Han Wen are alumni of the University of Leeds in the UK and met through Facebook. Both of them are Chinese students who have stayed in the UK. Both of them are enthusiasts of contemporary art and have been deeply influenced by British cultural traditions. They are quite consistent in the aesthetic concept. Although Feng Guang is a financial professional, he is also very interested in design. Both husband and wife live in a very strong design atmosphere.

Feng Guang admitted frankly that when he was travelling abroad, he found that local young people's clothes were very strong and local, but they were still fashionable and modern, and they were not rigidly adhered to traditions. For example, Indian sari, Austrian oysters in Vietnam, and commuters dressed in urban areas. Not unexpected. However, the daily clothes of the Chinese people are too European and American, and they gradually drift away from the Chinese style. The Chinese style has not been spread because of the development of the Internet. Even some traditional Chinese crafts are faced with no one's successors. It is a pity.

In this regard, Feng Guang rethinks: The reason is that the Chinese style has not kept pace with the times, and contemporary clothing must have a contemporary feeling.

In Feng Guang's view: “The kimono is very Japanese. But Muji is also very Japanese. Although there is no Japanese label, it is a Japanese-style feeling everywhere.” That is, the Chinese style design should be an output of intrinsic temperament. Instead of stacking traditional elements.

Feng Guang also gave an example: Wall Street's traditional suit is a strong Power Suit, and Hedi Slimane has transformed the suit into a fashionable Slim style. The trend has been driving the evolution of design – and what the Chinese style lacks in design is this: No Evolutionary change does not have the feeling of integration with contemporary life.

Therefore, Feng Guang believes that it should be a product with contemporary characteristics. He hopes that the dense fan will show the public that if there is no fault in Chinese culture, the Chinese style will evolve.

Lean business, pay attention to spread

When studying in the UK, Feng Guang was an early businessman on eBay and had early contact with e-commerce business. The family of his wife Han Wen has been engaged in the clothing business in China, and he has been afflicted with knowledge of the supply chain since he was urinated. This has greatly helped entrepreneurs after the two.

With the experience of living and studying abroad for a long time, the two are able to grasp the trend, but they have not deliberately combined Chinese and Western designs, but have integrated Chinese style and sense of the times in the mind and mind. The output of the brand concept and design are both It's a natural result.

In December 2014, the compact fan Tmall shop was officially launched. Feng Guang said that he started his low-key venture and did not invite too many friends to help promote it. He obtained early 200 accurate seed users through fine-grained operations and natural search on the platform. During the Spring Festival holidays in foreign countries, Feng Guang has been working as a customer service tool, plus every customer WeChat, asked how they found the dense fan, and carefully recorded the customer's feedback on product design and service.

Feng Guang said: Through the feedback of Tmall data, he found that customers who love Tide brand Chinese style are all young people with certain economic strength, independent aesthetics, and good image. This is also consistent with the positioning of the product at the beginning of his business. Moreover, these "Bai Fu Mei" customers each time they send buyers show, it is also a good spread to the dense fan.

In 2015, when the film "The Return of the King" and "Capturing the Demon" were released, they all planned for supporting marketing events and received a lot of forwarding and attention through event marketing. And in the second half of the year, it received the official authorization for the annual drama "Yueyue Biography," and jointly launched theme costumes.

The dense fan tidal brand products take the independent designer style, but the product development speed is comparable to fast fashion. In the six quarters of the year, there are nearly 130 pieces of clothing each season. For many supply chain problems with fashion entrepreneurs' headaches, the compact fan has reduced supply chain pressures through past experience and "pre-sales" models.

At the end of 2015, Min Fan and Artplus, a subsidiary of the Yachang Group, teamed up with contemporary artist Jianjian Jian to launch a monkey year limited edition “Monkey Kings Robbery” and as an exhibiting work of art at the 2015 New York International Art and Creative Expo.

At present, there are only 28 people in the dense fan team. The company has two special cultures: 1. Everyone is a person of temperament and likes to have a drink after a meeting. 2. Everyone likes to study art. Feng Guang and Han Wen also often Give employees training in the history of art and share the experience of traveling abroad.

Feng Guang said: After the brand is established, there are many directions that can be done. There are many opportunities for further digging and development in depth and breadth. However, he also stressed that financial background, will measure the input and output and external market environment, the style of lean entrepreneurship will not change.

“Innovation is a buzzword in the moment, and many teams that inject the product into the product have few opportunities to utter and present themselves. Thanks to Gorgeous Collection, it provides a different kind of stage for innovative brands, so that the world can no longer have the illusion. ”

——Feng Guang, Founder of InnoBrand 2015 Brand Innovation Competition Champion Fan

ARTPLUS collaborated with artist Miao Jian'an and designer fashion brand MUKZIN to launch a 2016 Spring Festival of the Monkey King with a heavy fan. In a few hours we will have to go through 2015 and you should be prepared for this at your New Year’s party. Piece of shirt!

ARTPLUS × 邬 Jian'an × Dense Fan "Monkey King Wuji" Monkey Gown Women

ARTPLUS × 邬 Jian'an × Dense Fan "Monkey King Wuji" Monkey Gown Women

ARTPLUS × 邬建安 × Dense Fan "Monkey King"

"Monkey King has no jiji" is based on the works of the artist "Ji Jianan" in the book "Journey to the West," "The Monkey King", "The Six-eared Macaque Monkey" and "Mountain Monkey". The three original artworks are materials and inspirations. They are independently fanned by MUKZIN. Designer Han Wen has designed a wrap-around jacket.

Today, A-Fu Jun brought us an interview with MUKZIN, a fan of designer Han Wen, to understand the story behind 2016 “The Monkey King”.

MUKZIN dense fan designer Han Wen

Q1

ARTPLUS: Is this your first cross-border cooperation with artists?

Han Wen: From the beginning to the present, the secret fan will cooperate with contemporary young artists every season. This is one of the characteristics of our brand.

Q2

ARTPLUS: Can you share ideas and ideas after you see the works of artist Jianjian Jian?

Han Wen: Actually, we knew the work of Teacher Zhai very early. When I first saw it, I felt very shocked. Combining traditional paper-cut art with a dazzling array of original designs is very contemporary. My partner even went to buy a book from her teacher and searched through Beijing's large and small bookstores. Finally, he bought his copy of the "Quiet Heaven" on a used book website. Therefore, I feel that I can cooperate with Teacher Zhai and feel that it is a particularly wonderful fate.

Jian Jian'an "Monkey King"

Q3

ARTPLUS: What is the consideration for the selection of the monkey robe fabric used and the choice of color?

Han Wen: In the old days, “satins” were generally made of satin material. This material looks thin in the winter, and the luster is not soft and the saturation of the color is too high. From the beginning, we and ARTPLUS decided to abandon the traditional concept of traditional gowns. After repeated studies, we finally chose a very special imported velvet production.

ARTPLUS × 邬 Jian'an × Dense Fan "King Monkey King" (2016 · Special Planning)

The velvet's brightness is restrained, there is a retro luxury texture, can hold up the gorgeousness and atmosphere of a monkey robe. The sense of drape is like heavy silk and it has a skeleton that is not bloated. The lack of clear print is a common problem in velvet materials. We used the Italian imported digital direct-injection equipment for coloring, and the final pattern is very delicate.

ARTPLUS × 邬 Jian'an × Dense Fan "King Monkey King" (2016 · Special Planning)

With respect to color, one of the characteristics of the dense fan is rich colors. This coincides with the teacher's work. In fact, China has a long history and culture of different civilizations, and cultural diversity, its color is rich, and can match the harmony and beauty, these are born with the national gene, the dense fan is obviously inherited the fine traditions of China. We brought out saturated colors from ancient official clothes, recombined them, and redesigned it with the unique color sense of a dense fan.

ARTPLUS × 邬 Jian'an × Dense Fan "King Monkey King" (2016 · Special Planning)

Q4

ARTPLUS: “Pajama Fashion” is a fashion trend in fashion circles in recent years. The pajamas are worn out even on formal occasions. Is this monkey robe also a “pajama style” design?

Han Wen: The original intention of the design is to express the element “pao” with a very fashionable and contemporary Chinese feeling. For fashionistas, the monkey robe with Fake Fur or silhouette coat is very easy to wear out effect. However, compared to those who wear robes or flower cotton jacket directly to the European stars, we can only say that our robes are "low-grade high-grade."

ARTPLUS × 邬 Jian'an × Dense Fan "King Monkey King" (2016 · Special Planning)

Q5

ARTPLUS: How does the design of the compact fan achieve the fusion of traditional culture and modern elements?

Han Wen: It's a gift. Haha, because I studied art and related majors in the UK for 7 years, I was deeply influenced by contemporary art. At the same time, I was very passionate about the culture and patterns of Chinese history. It can be said that the combination of these experiences and feelings has created the style of the current dense fan.