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Dialogue With Xia Hua, Chairman Of The Yiwen Group

2012/2/29 15:29:00 28

Reporter: what kind of opportunity has contributed to this?

Fashion Show

In the process, what preparatory preparations did Yiwen do?

Xia: with the special invitation of the Chinese Embassy, EVE CINA is the only Chinese menswear brand to be exhibited in London Fashion week.

Through the modern clothing language, EVE CINA expresses the fashion attitude of contemporary Chinese and even Chinese culture with the inspiration of "China Gas".

EVe

group

Chairman

Ms. Xia Hua

Reporter: what is the idea of the fashion show? Where does the inspiration come from? How does it reflect the design of the costume?

Xia Zong: the brand soul of EVE CINA is "Chinese spirit". In Chinese philosophy, Qi is the source of all things.

I can't see it, but it has a powerful force.

According to the body's Qi treatment, Chinese landscape painting draws on the rhythm of Qi.

Fashion also pays attention to "Qi". The same clothes will have different feelings on different people, because everyone has different temperament.

EVE CINA is to grasp the common characteristics of people and clothes, and to strengthen personal atmosphere with clothing.

In Chinese philosophy, "Qi" is the source of everything, and everything exists in the universe.

According to the body's "Qi" treatment, Xia general: Chinese landscape painting uses "Qi" to grasp the rhythmic rhythm of creation, and Chinese Kung Fu running from the wall to the wall comes through the practice of "Qi". People also have different styles and temperament because of "Qi".

"China Gas" is a force that can not be seen and hard to touch. EVE CINA combines this special Chinese energy with the world fashion culture to create a common language of clothing and tailoring.

Reporter: How did you react to this scene in London? How do you view China's clothing brand? What are the impressive reviews?

Xia Zong: the event of Eve Cina show in London Fashion Week! Martin Davidson, executive director of the British Council, and Harold Tillman, chairman of the British clothing association, have sighed deeply about the fashion style of Chinese men's wear. Liu Xiaoming, Ambassador of the Chinese Embassy in Britain, addressed the event.

During the brand presentation, visitors came to admire the technology of the clothing and study the fabric composition.

In this exhibition, Yi Wen mainly wins the process.

In embroidery, the more than 70 year old embroidery master rushed to complete the work. The button was not a very important accessory, but also carefully selected jade material hand-made carving.

In the stadium, we brought 20 kilograms of Chinese scented tea. When we walked into the exhibition hall, there was a natural tea aroma.

The big screen has also been mixed with Johnny To's production team dedicated to the campaign.

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London Fashion Week EVE CINA shows

Reporter: what are your impressions of London Fashion week? As the first men's clothing brand to show the original Chinese design in London Fashion Week, it is not only for the summer total: Yiwen itself, including China's men's wear brand.

What do you think of this?

The London Fashion Week is a good opportunity for Yi Wen brand to move towards the international market. We have invited famous designers to the buyers.

To pform the design into the market, and initially set up some stores in London, will also open our brand image shop.

Reporter: the profit of design and market is always the two topic of game.

How do you view these two relationships? How can you get market recognition on the basis of maintaining their own design characteristics?

The design and market are not separated, so the design is based on human services. If the essence of the design is divorced from the people, the value of the design will be lost.

Therefore, I want my practice to be "understanding people". We need to know how to care for others and how to be nice.

The value of the designer will ultimately be embodied in the market.

Reporter: what do you think of coming to London for their cultural and creative industries? What do you think we need to do in this area?

Xia Zong: this time I feel deeply in London. I don't mention it in fashion week. I feel that people are creative in this creative city in London.

It seems that the cultural and creative fashion is far from being lofty and unreachable, but really integrated into people's lives.