Home >

The Founder Of Chinese Evening Dress -- He Guozheng (DORIANHO) Five

2011/4/15 10:55:00 160

Personal tips

He Guozheng is not particularly famous in the costume design field in mainland China, but the DorianHo brand, named after his English name, has long been rooted in the United States, Australia and other places that Chinese designers envy. In Hongkong, he is a household name.

You may not have been to his brand store, nor have you seen his work show, but you must have seen his design - Vivian Chow's wedding dress came from his hand. Cathy Chui (Mrs. Hongkong's young rich Li Ka Shing) asked him to design mother and child clothes. Michele Lee, Gigi Leung, Sally Wu and other Hongkong performing arts celebrities were his regular customers.

Prior to the opening ceremony of the ARTINI flagship store in Sanlitun, Beijing, He Guozheng brought the first evening dress design work he co worked with ARTINI. He won the praise of many celebrities at the scene, and laid a foreshadow for him to enter the Chinese mainland market.

What is the purpose of a high-end jewelry brand in Italy and a Chinese Hongkong designer in mainland China?

Why do you always act as a supporting role?

Are Chinese designers who are successful overseas to return to the domestic market?

He Guozheng spoke to reporters.

One mouthful of an ornament's counter - bite

The concept of packaging and selling goods is no stranger to Chinese clothing industry. From the marketing point of view, the greatest significance of model presentation is not only to convey to people the main trend of the season, but also to provide people with the best matching scheme. In such a fast-paced way of life, this way of selling bags is very effective.

The difference between ARTINI is that it is a high-end jewelry brand. People who consume this brand do not have time to choose a set of dress for jewelry. They also need to pack their services. Therefore, DorianHo, who is good at dress design, has entered their line of vision.

{page_break}

The origin of cooperation between He Guozheng and ARTINI

He Guozheng said: "at the beginning, it was very strange why ARTINI would look for me, because I had been designing evening dress for many years, and did not touch the field of jewelry, and my market has not been in the mainland of China in foreign countries and in places like Hongkong and China.

Later, it was learned that ARTINI had long been eyeing the evening dress market in the mainland, and consumers who bought ARTINI jewelry often attended some formal occasions. They needed very much to dress up their accessories and enjoy the real one-stop service.

And ARTINI's understanding came from my dress design for some stars in Hongkong performing arts circles.

This cooperation is a challenge for him, because before that, he never tried to design the ornaments directly to the clothes. At the beginning, it was really difficult. For example, he liked to use some lightweight fabrics such as chiffon and lace, and this fabric was difficult to bear the weight of jewelry. For this reason, he made a lot of improvements. The first series released is his preliminary attempt, and I believe it will be better and better in the future.

Design style and design details

ARTINI has a strong design team. Each year they will study the theme and location of ARTINI products according to the trend of the world. These are just similar to his design positioning. For example, they are designing elegant costumes for women. Their design styles are all westernized.

His brand name for ARTINI is ARTINIbyDorianHo.

There are both ARTINI and DorianHo, that is to say, their cooperation is based on mutual appreciation and mutual respect.

At the time of design, he will pay attention to the theme of this season's accessories and how to behave in clothing.

ARTINI and DorianHo were originally two different individuals. Now they need CrossOver (crossover), not apples or apples, bananas or bananas, but if the two are mixed.

In the past, he preferred the gorgeous design style to his customer group. But now, with ARTINI, he must understand the needs of ARTINI. It has daily decorations and luxurious styles, so the clothes he designs should match the occasions of wearing these ornaments instead of emphasizing the luxuriance he wants.

Clothing concept

When customers come to ARTINI, they can buy clothes and accessories together.

In fact, some accessories have been integrated into the design of clothing, such as the dress that Guo Jingjing wore on the ribbon cutting ceremony. The belt above is actually the new product of ARTINI this season, and it is a complete set of matching bracelet and earrings.

This is actually a good marketing tool.

{page_break}

He Guozheng: Oriental fashion dream of Hollywood

As Hongkong's most famous

Red carpet Designer

There is a strong smell of star in the body of he Guo. The exquisite suit and tie are like the stars in the red carpet.

"Nowadays, clothing has long overturned and pcended the original definition as the basic needs of human survival, and has gradually become a carrier for people to express themselves.

Even if the East is not in Hollywood, it can decorate itself every day.

And he is trying to create one.

Oriental Hollywood fashion dream

...

He Guozheng, founder of Chinese evening dress, DORIANHO

{page_break}

He Guozheng, founder of Chinese evening dress, DORIANHO

{page_break}

He Guozheng, founder of Chinese evening dress, DORIANHO

If you know the name of He Guozheng (Dorian Ho), then I think there are probably two reasons. One possibility is that you are very familiar with fashion in Hongkong. Another possibility is because of Vivian Chow's legendary wedding dress.

and

Chinese designer Alexander Wang

Jason Wu

Vera Wang

Similarly, under the western culture and education, Chinese elements can hardly be seen in his design.

Since then, stationing in Hongkong Lane Crawford has become an important turning point in his career. The number of users has begun to soar and become a small known custom designer in Hongkong.

In recent years, He Guozheng has found that in a long list of customers, the proportion of guests in cities such as Beijing and Shanghai is increasing.

This also stimulated his determination to open up the mainland market. His latest autumn and winter series was named "

Gorgeous Hollywood

"I want to build the Hollywood in the East."

He explained.

And he also jokes that he is "

Professional red carpet Designer