Shanghai Fashion Week Dialogue CHEN PENG Men's Brand Designer Chen Peng

Chen Peng, an independent designer of men's clothing brand Chen Peng, graduated from the London Fashion Institute with a degree in men's fashion design. During London Menswear Week, his graduation work "Normal-In-Normal" was finalized at the 16MA MEN conference. His works have appeared on several magazines, including VogueUK, Vogue Japan, GQ UK, GQ China, iD and WWD.

His clothing is called "average fashionism" and he declares for a few special body groups. In his aesthetics of design, there is no dividing line between the United States and Ugliness, but it highlights personal characteristics. Anders Sølvsten Thomsen, a renowned stylist from ANTIDOTE magazine, described his work as anti-traditional and deviant.

Q: Shanghai Fashion Week

A: CHEN PENG brand designer Chen Peng

Q: Please tell us about CHEN PENG's brand concept.

A: The personal brand CHEN PENG CP FASHION, founded in London in June 2015, is aimed at male and female customers aged 25-40. The first quarter based on the designer's graduation design series of garments has been released. It is expected that two series will be created each year in the future, Autumn/Winter (A/W) and Spring/Summer (S/S), and will hold a fashion publication in the same period. CHENPENG's clothing is called "average fashionism" and declares for a few special body groups. In his design aesthetics, there is no dividing line between beauty and ugliness, but it highlights personal characteristics.

Q: How do you define your average fashionism?

Average fashionism aims to make traditional fat people have the right to pursue beauty. By comparing the physique characteristics of a crowded body and a lean body mass, a garment that is suitable for both fat and fit is created. This size standard, similar to the size of the clothing structure, is also applied to the applicable group of the series. I call it One-sized Fashion. If Social Equality is an idealized state that is still out of reach in the process, One sized Fashion may achieve the concept of equalization groups in advance.

Q: You graduated from London Fashion Institute just graduated soon after, the new series is amazing to the industry, do not know what plans you later?

A: The brand's recent production of CHEN PENG 16AW products will be launched in September this year in the United States OPENING CEREMONY, Canada SSENSE, UK STUDIO COLLECTION LONDON and other international buyers shop, domestic in Beijing, Shanghai, Chongqing, Shenzhen at the same time. At the same time, preparations for the development of 17SS new products.

Q: At the Shanghai Fashion Week just past, you won the 2016 Autumn Winter Shanghai Fashion Week Business Potential Award. What do you think? What do you think about the brand's commercial nature?

I would like to thank Shanghai Fashion Week for its support to the industry and of course thank you very much for your recognition. Personally think that fashion design is an art, clothing brand is a business. When an art piece becomes a large consumer product, its product value is maximized. Clothing design He mixed the dual characteristics of business and art, the purpose of design and creation is to realize the value of the goods for the actual sales. Rather than the commercial nature of the brand, it is better to say that the product is commercialized. The commercialization of a brand is determined by the commercial nature of its products.

Q: You worked as a makeup artist for 7 years before becoming a fashion designer. Can you share the story with us?

A: Dreamed of becoming a costume designer during high school. However, since most of the family members work in the ceramic industry, after the college entrance examination, they learned pure art under the pressure of their parents. Since childhood, living in the traditional and old city of Jingdezhen, parents hope that their children can take a path that they think is easier, and children do not have the right to choose and plan their own lives. However, I was rebellious and unyielding. I spent seven years on the road to becoming a fashion designer to accumulate and learn industry knowledge. Previous styling customers include: Zaha-hadi, Kelly Hoppen, David Attenborough, Ma Yun, Wang Shi, Yao Ming, and Sa Bening.

Some people have questioned: Why not learn clothing design directly, but makeup modeling? My answer is: "All roads are the same as Rome." Everyone has different experiences and opportunities, as long as he persists in his dreams. The makeup stylist has helped me become a fashion designer. The experience in the makeup field has saved me a lot of industry background. It made me understand that to become a good designer, it needs to be relevant and relevant. Industry cooperation and mutual learning.

Q: What do you think about the domestic industry environment?

A: In recent years, China's garment and textile industry is facing a new turning point. Large quantities of clothing brands began to transform, from the 1980s and 1990s to foreign OEMs, and to domestic brands that were transformed into self-produced and self-owned products in the 2,000-year period. At this stage, these domestic super brands want to be transformed into international brands. Characteristics, brand management, and lack of consumer markets have led to instability in the industry. In addition, China has become the largest consumer market in the world. The increase in population and purchasing power has attracted the attention of foreign brands and groups. They began to seize market share with domestic clothing brands (eg, ZARA, H&M, COS, UNIQUE and other fast-selling brands), and domestic brands showed little more than sufficient strength. The reason is attributed to product features, supply chain, and the immutable marketing model, resulting in domestic brands losing their advantages.

In addition, the frequent birth of independent designer brands in the past two years has given the industry a glimmer of hope. Most designer brands have internationalized design teams and products, prompting people in the industry to believe that the Chinese fashion industry has entered the international track. However, the reality is not the case; as designer brands are limited by insufficient funds, missing industrial chains, and small consumer groups, they are faced with difficulties in internationalization. At present, large-scale clothing brand groups and designer brands are in a state of parallel development, and there is no deep-level cooperation and exchanges, leading to instability in the industry's order. In other words: designer brand products have advantages, but the price can not meet consumer expectations and occupy less market share; while domestic large-scale clothing brands, prices have advantages, have a strong consumer groups, but the product is disappointing . Opportunities for future industry development may be born out of long-term cooperation between big brands and independent designer brands