"Jifen" builds China brand with international vision

"Hello!" In Sherlock Holmes's case, every time Holmes sees a suspect, he will say hello.

After the Gifen Fall and Winter dress conference in Paris Fashion Week 2007 was over, many media also wrote conciliatory words in writing about Gifing: "Hello, Frankie." To show Xie Feng's design philosophy, the Gifen brand's Identity.

With oriental feelings

Chinese clothing brand Ji Fen made two moves when he laid the status of high-end brand in the world apparel market: for the first time, he took the “gate” as the theme and made a gorgeous appearance; the second time he took the “road” as the theme, he once again made a stunning appearance. This is only two appearances, but it has changed the impression that China's garment industry only manufactures and OEMs.

In a short period of seven years, in China, where clothing design is not as fertile, China has emerged from a world-famous brand, and at the same time, it is inevitably puzzled as to why: “Jifen” will become the first Chinese to go abroad. Chinese clothing brand?

In response to this, Xie Feng's explanation of modest humility said: “First, we have the awareness of going global. Second, I believe that choosing Gifing is not just about how good Giffen is and how outstanding it is. Because there is a Gifen or myself, but because of the rise of China, the attention of the world fashion world to China. Third, because we are a designer brand. As we all know, there are a number of domestic clothing brands larger than us, the strength is stronger than ours The fame is louder than ours, but they are not designer brands. Fourthly, the brands participating in the fashion show must have the possibility of international operation, and Gifen already has it."

“The culture of a nation must be viewed at an international level to see the whole picture. Many of us believe that purely traditional Chinese design elements are placed in the context of the international fashion scene. Others may not understand it. This requires us. Adjusting the design language.” Xie Feng, who has many years of overseas work experience, highly praised the famous director Li An for viewing the Eastern and Western cultural perspectives: “I agree with Li An’s method and use an international perspective to interpret Chinese emotions more easily accepted by others.”

Therefore, Xie Feng is willing to transform Gifing into a brand with oriental sentiments. However, after Xie Feng's design, Geffen has got rid of the rigid national symbols and replaced it with an international aesthetic standard. Xie Feng hopes to explain it in the international language. Chinese style.

Design inspiration and detail pursuit

For the Giffen brand's appearance at Paris Fashion Week, a famous European newspaper commented: “Apart from a few pieces of peach-painted dresses and skirts, you hardly feel that this is a brand from China. Instead, this series It's full of Western style with a British girl or a romantic flight attendant. Although it's a bit 'too Asian,' you can't deny that this is a beautiful series."

Xie Feng said that in fact, his series of works is full of inspiration from Chinese culture.

Regarding the design inspiration of the "door" series, there is such a saying: Xie Feng accompanies an Italian friend to visit the Forbidden City one day. He and his Italian friends are deeply attracted by the old doors. Later, Xie Feng applied the inspiration from the gate of the Forbidden City to the fashion design. Therefore, in the Jefen brand "door" series, some nail-type decorative details and square outlines can be seen. The most rich Chinese characteristics are pure silk and linen fabrics made in China.