Niche Design, Dressed Differently

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Minority brand "Nuggets" big Shanghai

In Shanghai fashion week, which is called "fashion vane", Germany Oska, Sweden Noir&Blanc, American AmareSinh, Holland designer collective show...

A succession of overseas two or three line brands came on the stage, with different styles, but they were all full of personality, so that people could see a new force that could not be ignored.

To say that there are many small brands, even Taobao, known as "everything there is", can't find a shop.

Reporters were invited to watch the autumn and winter series released by Oska in Germany on the theme of "green imagination". There was a "OSKA tree" decorated with natural materials such as cotton, linen and so on.

Just 20 minutes of walking show, pure natural, comfortable environmentally friendly organic fabrics, exquisite workmanship, manual cutting and interesting little details show people what the Contemporary German style is.

Oska brand owner Hellmuth told reporters: "today, European brands are not hard to find in China's first tier cities, but more two or three line brands are yet to come.

Designers who do not care about Shanghai do not care about the future.

So Oska opened its first store in Shanghai.

Although the best markets we sell now are local, Western European and Scandinavian, the market in China is still very small, but I think those who focus on Louis Vuitton and Gucci will need special brands and designers to highlight their personalities.

Ms. Stefa, the principal designer, told reporters with several ready-made clothes: "internationally, Germany's design and creativity are very strong.

Simple, comfortable, practical and modern, it has always been the label of German design. We want to make Chinese consumers wear different styles. "

Yin Zhen told reporters that in the last year, Shanghai has set off a brand of small designer brand integration stores.

Le lutin of Jinxian Road, The villa of Taojiang Road, Aegis of Fumin Road, Alter concept store of Xintiandi, Gote Gota of Xiangyang road.

Most of them are brand new designers who are in the limelight.

"Consumers are fatigued by fast fashion, so the non mainstream shops that serve distinctive tastes are born."

She said.

Non traditional consumption experience

The The villa of Taojiang road originated the Chinese dream of American girl Sara, who opened the American designer brand integration store in the center of the French concession.

The store also has a lounge and bar space to allow customers to sit down and drink.

"I want to create an adult playground.

We have DJ here at the weekend, so we can listen to music.

You don't have to buy anything.

Sara said, "Shanghai lacks high quality personalized boutiques. I believe that besides those dazzling shopping centers, people still need a different experience. So I decided to open a multi brand fashion boutique, in line with the" less refined "taste.

The fashion of The villa comes from the designer of New York. It is not mass produced in itself. Sara chooses one large, medium and small size to wear.

"We can't find everyone we like. Sticking to our individuality is the way to survive.

Because hate and people "crash shirt" is definitely a "minority" characteristics.

Gote Gota, located on the two floor of an old villa in South Xiangyang Road, is the first Nordic designer's shop in Shanghai. Mottled mosaic tiles, concrete pillars, old radiators and other old objects remain intact, conveying a strong artistic atmosphere and original atmosphere.

Although it has only been opened for 3 months, it has become a trend shop in Shanghai's Nordic design advocates.

Maria, co-founder, told reporters: "the concern of the domestic market for Scandinavian design brings us opportunities, so we have this designer's concept store.

In the early stage, it will sell 11 Nordic designer clothing brands, mainly from Sweden and Norway, all of which are for sale for the first time in Shanghai.

People will learn that Nordic fashion has more than H&M and IKEA.

You can come here for a cup of coffee, chat with designers, or participate in a high heel carnival, all of which are new consumer experiences.

We need to adapt to Chinese consumers.

The smaller the design wind is, the stronger it will be, but it will only win well if it suits the preferences of local consumers.

"Our target customers are mature women in cities. They have a strong sense of self, and have high requirements for quality and design. They must be fashionable enough and personalized enough.

In order to adapt to them, our one-piece clothes can be mixed with other series to find their own independent image.

Besides, the price will not be set too high. "

Oska chief designer Stefa told reporters.

The reporter also interviewed NOIR&BLANC's two designers, Pei Cha and Lina.

"Nordic people advocate the simple style of" less is more ", which is not used to too many colors. Usually, only white, black and Brown are seen on the streets.

For the first time in Shanghai, we found that the fashion principles in China are very different from those in Scandinavia. Young people like very bright and many colors. They like to be dressed in layers, and are more influenced by Japanese style.

They said.

According to the reporter's observation, there are many foreigners in Gote Gota shopping. There are also some local fashion people who often come to join in. But the price of a single product starts at thousand yuan and tens of thousands of yuan.

Although there are people in the industry who predict that the next popular style in China is to understand the Nordic style of subtraction and minimalism, local fashion people also give a cautious attitude.

"Most Chinese consumers do not like things that are too simple.

Nordic designer's brand wants to sell well in Shanghai, and it needs more efforts in promotion. "

Popular trend website Ye Qizheng, founder of the website.