NAERSILING Xu Zhidong: The Meaning of Fashion
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AW20 China International Fashion Week with the theme of "Reconstruction • Retrograde 2020" was held from May 1-7, 2020. On May 4, the high-end women's clothing brand under the Fashion Group-NAERSILING (Na Ersi Ling) live broadcasted for the first tim.
Different from the design of a single show, this cloud live broadcast was an innovative application of three different styles of shows. As the design director Mr. Xu Zhidong said, "Return to the essence of the fashion show and re-examine the meaning of fashion to life."
The NAERSILING brand is no stranger to fashion circles. From 2015 to 2016, it became famous for participating in Shenzhen Fashion Week for two consecutive years. In 2018, NAERSILING landed in New York Fashion Week, NYFW. The public library released a "Future Enlightenment" theme show, detonating the fashion circle.
The head of NAERSILING has been rarely seen. He is the chief designer of this big show-Mr. Xu Zhidong.
Xu Zhidong, graduated from the School of Art and Design, Tianjin Polytechnic University and majored in fashion design. Since graduating in 2007 and entering the winners' clothing, 13 years have passed. He has been an intern, design assistant, master designer, design manager, chief designer, and brand director. Today, he is also the chief designer and brand director of the NAERSILING brand . This means that he is not only a perceptual creator, but also a rational manager.
Xu Zhidong advocates simple and modern design, prefers black and white and solid colors, "simple things are more powerful", and is good at material collision and deconstruction design. "Inadvertently revealing modern and advanced", every piece of clothing is made with excellence, attitude and modern personality. "Women who don’t want to stand out from the crowd are not suitable for wearing clothes I designed," as the theme of this season's "City Capture" shows electro-optic blue wool suit, silver gloss PVC trench coat, extra long wide-shoulder white wool coat ... Every piece tells the story of women, and every piece of clothing is showing a fashion attitude that cannot be copied. As long as you dare to control, you instantly increase your sense of presence.
Of course, as a brand director, shouldering performance indicators and operational responsibilities, he can't just blindly play creative ideas, regardless of the market. Because of this, he has always adhered to the concept of fashion and practical wear. Since its establishment in 2009, NAERSILING has been favored by many urban women. More importantly, he attaches great importance to the value and power given to people by fashion. "The charm of fashion is to make you a better and stronger self."
After the live broadcast, the poster fashion network interviewed Xu Zhidong. The dialogue is as follows:
Q1: Please introduce the NAERSILING brand and its audience?
Xu Zhidong: NAERSILING is an independent brand of Winner Fashion Group. It was founded in 2009 in Shenzhen, China, and advocates a “free and new luxury” life proposition-true luxury, no It's just the noble luxury of the material, but also the freedom and nobility of the soul. Brand style: free, simple, modern.
Our audience is contemporary women with dual economic and spiritual freedoms. They are loyal to themselves, grow independently, never set limits for themselves, and are brave to explore more possibilities of life.
Q2: Please explain the theme of "City Shadow Catcher" in this NAERSILING release show from your perspective?
Xu Zhidong: The city is the home of contemporary women. Every woman travels in the city, insisting on self while integrating into change; switching between ideal and reality, walking between toughness and softness, and finally coexisting with the city, coexisting and sharing .
Q3: How did you present the concept of "urban shadow catcher" in your design?
Xu Zhidong: This show follows NAERSILING ’s consistent design style of “freedom, simplicity, and modernity”, and at the same time incorporates the elements of “city imprint”, using classic black and modern white as the main colors, decorated with star silver and electric blue Collision of materials, creative silhouette, modern tailoring, interpretation of the city's tough lines and the inner softness of urban women.
Q4: Has Yunxiu live broadcast changed the brand requirements?
Xu Zhidong: From the initial fashion magazine, to Weibo, to short video and live broadcast, the change of media has not changed the nature of the fashion show. The core of everyone's focus is still on design, products and trends, so we are doing good products While designing, we also need to pay attention to the integration of technology and fashion, and the application of digitization.
Q5: In this special period, what is the special meaning of doing Yunxiu live broadcast?
Xu Zhidong: Every industry has its own mission. Doctors save people and soldiers protect the country. Our duty in the fashion industry is to create beauty, show beauty, and stimulate productivity with beauty.
FASHIONADO
