CRUSH Collection is a clothing brand established in Shanghai in 2009. Its designer Vivian Chang was born in Taipei and graduated from FIDM Fashion Design Institute in Los Angeles. Since the establishment of the brand in the early stage, the company has been focusing on 100% pure cashmere apparel and has consistently tried its new possibilities with the finest cashmere. She was invited to participate in the International Wool Awards in 2011 and has been a designer for Shanghai Fashion Week for many times. Her design is comfortable and warm, and the style is classic and simple. Now it is the most popular cashmere clothing brand in Shanghai. Her works are found in many buyers in Sweden, New York, Beijing and Taiwan.
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Vivian has two children and two more dogs. He lives leisurely and compactly. After taking the children to school, take a walk to the studio. After the day, accompany them for dinner or go to the park. This kind of living condition is also reflected in her clothing design. The CRUSH Collection is simple, comfortable, and non-cool, providing consumers with a perfect combination of work status and private life.
CRUSH Collection 2015 Fall Winter Collection
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iLOOK: CRUSH got rid of people's established concepts of cashmere, elegant and subtle and light, what kind of coincidence gave you such a brand idea and inspiration?
Vivian Chang: It was in the summer of 2006 that I watched pedestrians in Frankfurt corner cafes. Almost everyone had a piece of cotton clothing, a perfect white T-shirt, a slouchy hem strap top, or An ultra-thin cardigan, so I thought, people love to wear cotton clothes so much in the summer. Why didn't there be a material for everyone to wear in the winter? It must be light and thin to wear, and it should be able to absorb moisture and perspiration, and it can only be made of worsted cashmere, which is light, thin, warm, and wicking. So the brand was founded in the early stage with a T-shirt or fine shoulder strap made of worsted cashmere. Vests are mainly based. Coupled with the Woolmark Prize in the 2011 Wool Grand Prix, through pre-match training and exchanges with the Wool Bureau for many years after the match, I learned more about the amazing performance of wool.
iLOOK: CRUSH Collection was founded in 2009, but it quickly became one of the most popular brands in a short period of time. What do you think is its greatest advantage?
Vivian Chang: I think the most important thing is that we provide real comfort. Our customers will buy one and they will come back and buy it. CRUSH Collection launched the concept of no-season wear in the first two years of the initial period. Each piece of cashmere clothing does not exceed 100 grams in weight. For example, it wears three layers in winter, two layers in spring and autumn, and one layer in summer. When you accumulate quarterly and have four or five CRUSH Collection outfits, you can start mixing. For example, in the winter, you can enter the interior of a house that is heated 28-degree heat, and you can peel off the onions like layers. Even if you take off the inside, it is a fashion look rather than a warm sweater.
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iLOOK: Can you talk about your feelings and changes since graduating from FIDM Fashion Design Institute in Los Angeles in 1996?
Vivian Chang: I didn't do anything related to clothing ten years before graduation. It wasn't deliberate. It was only chance at the time. I have been in the food and telecommunications industry for 10 years. I have high-level management. It's strange that I haven't stopped collecting clothes magazines for 10 years. In the era of no pinterest, there were more than a dozen copies of my scrapbook.
Cashmere fabric detail drawing
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The preparation for the entire brand of CRUSH Collection started in 2007. From finding the best yarns, we constantly buy yarns and garments. We try repeatedly to try and wash for several months and repeat this process until we find satisfactory yarns. Line varieties, at the same time, are constantly seeking factories, running through many cities in Jiangsu and Zhejiang. One family and one family asked them to give me this brand without quantity, but they must play high-grade worsted cashmere like clothes and small quantities. I had been to Inner Mongolia several times for the farthest distance from the yarn. In the first few years I often ran to Harbin, because I only found more than a decade of experience. Now that there is a stable factory around Shanghai, cooperation and cooperation are really hard to come by. Fortunately, no matter how easy it was, I did not give up on my best cashmere. I did not disappoint my clients.
CRUSH Collection 2015 Fall Winter Collection
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iLOOK: The overall style of the brand is very simple, so do you want to make the design of clothing more closely follow fashion and trends? Or do you personally value durability?
Vivian Chang: I hope my clothes can be "resistant to see". A classic beauty is even beautiful when she is old. A good-looking dress should look good even after decades. Of course beauty does not only consist of facial features, but also connotation and temperament; I think that there should be an element in the connotation that keeps pace with the times; so each of my designs seek balance in appearance and connotation. I am not an innate designer. I am still learning about design, fashion and trends. In the short term, I may not be able to create fashion clothes like fashion designers and create durable and durable clothes, but I can expect to give you comfortable clothes for ladies and men in the contemporary independent city every season.
CRUSH Collection 2015 Fall Winter Collection
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iLOOK: What are the design concepts for this fall/winter 2015 season?
Vivian Chang: When I talked, I blushed. Actually, I designed my clothes for my clients in recent years. There wasn't any inspiration story in each season. My philosophy has always been how to provide convenience to my clients, such as wearing a cardigan in the morning and drinking coffee for breakfast. This cardigan is comfortable enough but it doesn’t mean you can wear the same cardigan to go out and walk your dog. When you come back, you can take a dress from CRUSH Collection. It is suitable for work and for friends. Before going out to plug the scarf or a small cardigan into the bag, the knitted cashmere will not wrinkle. There is no problem in the bag.
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iLOOK: What kind of clothing experience do you expect from customers wearing CRUSH Collection?
Vivian Chang: I hope it will bring comfort and convenience to customers. Many things have been mentioned in regards to comfort. Convenience is implied in the design, considerations of silhouette, or the convenience of collocation. Some types of adjustments or weaves can be used to maximize strength and avoid disadvantages, making it easier for wearers. People who already have requirements for details of their lives are usually looking for cashmere fabrics, or people who have re-entered cashmere through CRUSH Collection clothes. In the future, CRUSH Collection will design children's clothing, home wear and home accessories. Potential customers will include people from 0 to 100 years of age! Cashmere is not only a fabric, it is a way of life!
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