China International Fashion Week 18AW HELY Get Started with New Patterns

HELY / Getting Started 2018/03/31 20:00 Sanlitun, Taikoo Li Min District Orange Hall

brand introduction

"Get started"

As a designer brand, it has always been committed to integrating traditional culture into product innovation. Designers try to balance the use of three-dimensional thinking and deconstruction design techniques, "new and old," "Chinese and Western," and "tradition and modernity." The contradiction between "inheritance and development" and the promotion of an independent, equal and open brand value proposition, the product spans the positioning of traditional brands and creates unlimited possibilities.

design concept

The design adheres to the independent, equal and open brand value proposition and emphasizes innovation. However, the ultimate goal is not to seek diversification. The inheritance and innovative expression of Chinese traditional culture is the focus of attention in the design process. This is the design style that the brand has always insisted on. The inspiration for profile design comes from traditional costumes, but it is also in parallel with the fashion trend. The structural design focuses on the combination of Eastern traditional two-dimensional cropping and Western three-dimensional cutting methods. In terms of material selection, the use of fabric re-creation techniques was rationalized to enrich the design language and performance design theme.

Design Notes

This season was jointly released with the HELY brand. The theme is “Nanshan Hide Leopard”. The metaphor reminisces the sages who live in the mountains instead of the official. This series is designed to realize the traditional culture, but it does not pursue a heavy sense of history. “Nanshan Leopard” More Yes, expressing a mood and a vision for life. The overall tone of clothing is steady, the middle is blended with high saturation and high brightness, and the atmosphere is slightly active. The leopard's embroidery patterns originate from the Kashmir region's handicraft bronze sculpture pattern, and it is the same across regions and cultures. Conceiving dimension is the dominant method used by designers to control the degree of freedom of creation, creating an atmosphere of traditional culture that embodies the specific presentation of elements.

This season's design keywords include: Eastern, neutral, trendy culture, and sports. The whole series is deep and warm, and there are contradictions on the whole, but it seeks to seek balance in contradictions.

Designer Introduction

Chen Yu

Top Ten Fashion Designers in China, Founder and Artistic Director of Xiamen Design, Independent Designer Brand, Design Director of SHANGSHOU BY CHENYU, Associate Professor of the College of Design Art and Fashion Engineering, Fashion Design Department of Xiamen University of Technology, and Director of China Fashion Designers Association Vice President of Fujian Designers Association