Clothing culture is the king of Chinese brands

Mention that the word that the tiger of the northeast enters the mind first is definitely luxurious, customized, elegant, suit and bearded. People familiar with NE Tiger have known that this “big beard” is the founder and artistic director of the brand, Mr. Zhang Zhifeng. Recently, Zhang Zhifeng took his brand Amur tiger and organized a "Happy and Beautiful" advanced custom wedding dress series exhibition.

The reporter went to the “First Sky Bridge in Asia” on the second floor of Qiaofu Fangcao, which is rich in artistic temperament. A dozen pieces of exhibits in the Ming Dynasty architecture are rich in Chinese red corridors. The static exhibition is divided into a wedding dress and a toast service. Like the five parts of the dress, the Enze service, and the He Xi service, they reflect the profound light of the ancient and modern, Chinese, and western civilizations in one dress.

Follow the staff and come to the three-story NE·TIGER studio. The rhombuses on the rhombic concave backboard are unusually eye-catching. The top light is like a row of exquisite white pearls. On the right wall of the right channel, the red and white women's wedding dress is hung on the log hanger. The green floor will be the wedding dress. It is particularly quiet, the first white dress is made up of three-dimensional phoenix decorated with different embroidered red embroidered threads, and the ostrich feathers are decorated with luxurious decorations; the left wall is a pure western style tube top multi-layer wedding dress. The walls on both sides of the left channel are men's dresses. Although the profile is mostly Western style, the collar is the first place to be temperament. The first one uses the blue line, the green line and the gold thread embroidery to wrap the collar, and the second uses the collar. Gold lines and gold sequins trim the hemline, and there is a pink peach blossom on the two left shoulders. Some people say that if luxury is reflected in the details, it will make people more respectable. Confidence in details stems from the perfect pursuit of life and strict self-imposed **.

The feeling given by the designer Zhang Zhifeng is not entirely overbearing. A black Chinese style collared satin top makes people look more reserved. When talking about the initial name of the brand “Siberian Tiger”, Zhang Zhifeng said that in fact it did not consider a lot at that time, because I was born in the northeast and was named “Little Tiger”. It is such a simple original intention and the most sincere hope. From this name, it can be seen that the operation of the northeast tiger is extremely autonomous, and the profit of the investor is reduced. The tiger can adhere to the advanced manual customization and does not care about the short-term economic benefits.

Today, the Amur tiger has become a luxury brand in China. In many interviews, Zhang Zhifeng also admitted that many stars and political figures are very fond of the brand. In recent years, the NE•TIGER brand has often been invited by the Ministry of Culture, the Ministry of Foreign Affairs, and the State Council Information Office to participate in foreign affairs on behalf of China in Japan, Germany, Italy, Saudi Arabia and other places, and has received advanced titles such as the Saudi royal family and the Danish royal family. Customized orders for Chinese clothing, which is an honor for the brand, is also the driving force for progress.

However, some people may think that Zhang Zhifeng first encountered luxury goods more than 20 years ago. Recalling these days, Zhang Zhifeng told reporters that the mood at that time was "shocking." Standing in front of the window of a department store in New York, he craved "walking in", not only to walk closer to the department store, but also to cast his own brand into the luxury category. In the first days, Zhang Zhifeng could not find a direction because American and European customers did not believe that China had "design", let alone a designer. Although he was confused when he bumped into the wall, he did not give up on it. Instead, he continued to study the history of European clothing and the business strategies of many luxury brands. At the same time, he also mastered the latest luxury trends through various channels, and he finally realized that the birth of luxury brands not only required good design quality, global business philosophy, but more importantly, it was necessary to make costumes contain national culture.

According to Zhang Zhifeng, the gas field and cultural connotation of clothing are the key to impress people. He summed up the five characteristics of Chinese clothing, and called the dress of Chinese elements "Chinese clothes." Zhang Zhifeng said that the five-thousand-year-old civilization in China is the source of nourishment and inspiration for our designers' creation. It is the kingship of the development of Chinese brands to establish a foothold and dig deep into our clothing culture.

Zhang Zhifeng was suddenly excited about why he would launch the wedding dress design in 2005: “The most ceremonial sense in traditional Chinese culture is wedding. The wedding dress is the most exquisite costume in a lifetime, and it should have family heritage significance in traditional culture. However, the reality is this: everyone wears a wedding dress usually rented, may have been different brides and grooms pass through countless times, many places do not fit the use of paper clips do not look, such a rough treatment represents a lifetime commitment to the wedding, is It's not very elaborate."

It was such a "passion" that made Zhang Zhifeng decide to launch a wedding gown. From the craftsman who was looking for the craftsman himself, to the cultural essence of the Chinese wedding dress, Zhang Zhifeng persisted for nearly ten years with a sense of historical mission and the glory of the nation. . Zhang Zhifeng patiently explained that: “Most of the pre-Han dynasty was a weekly wedding ceremony. The mysterious black and yellow wedding gown symbolized the mystery of heaven and earth. By the Tang Dynasty, the wedding gown merged the former solemn sacredness with the warm and joyful celebrations of the world, the crimson and the green. Become the main color of Chinese wedding dresses."

Zhang Zhifeng, who likes to study Chinese culture, is not only proficient in Sinology, but also very fond of collecting. He told reporters that he has collected dozens of robes, various textiles, embroidery and reference books, which will become part of the design. Because the design is a whole, with the accumulation of heavy, the quality of the design will naturally be different. Regarding the inheritance of the Siberian tiger, he said: “I think the NE•TIGER brand belongs to the country and the society. Children will have their own experiences and will have their own lives. They should respect their own choices.”