Shanghai International Fashion Culture Festival Enters Vienna For The First Time

Chinese fashion is no longer just cheongsam Embroidery

In fact, this is not the first time that Chinese fashion works have appeared. Vienna The show. In 2007, China came to Vienna for the first time to show designers' works, mainly in traditional Chinese dress or improved cheongsam. The audience in Vienna said frankly, "frankly, at that time, there was little internationalization, only Sinicization."

In 2011, when designers from Shanghai, China came to Vienna again, the situation was completely different. Sponsored by the Austria Federation of education, art and culture and the Federation of Chinese literary and art circles, the Vienna fashion show of contemporary Chinese creative designers, organized by the Shanghai International Fashion Culture Festival Organizing Committee, is also a return visit to the 6 fashion designers in Austria in May 2010 to hold Austria fashion show in Shanghai international fashion center of China.

As early as early 2010, Austria actively contacted the Organizing Committee of Shanghai International Fashion Culture Festival, hoping to communicate with the contemporary fashion culture of the two countries. "Their demand for clothing is very clear, that is, as long as the contemporary China's cutting-edge design, the theme of the exhibition reflects China's fashion is not just the cheongsam and embroidery." In the eyes of Yin Zi, executive director of Shanghai international fashion and apparel center, this is the consensus between them and the organizers of Austria.

China has Shanghai and Changle Road.

The responsible person of Austria Fashion Design Association understands that Shanghai is a gathering place for today's cutting-edge designers. And through a foreign fashion magazine, they saw a Changle Road in Shanghai. Cen Yimeng, the project leader, said: "when they came to Shanghai last year, they went to Changle Road to see the window selection. After reading it, they copied the brand, then sent EMAIL to come. As a result, two of the four designers who visited Vienna were not familiar with the industry. They were surprised by Vienna's new creativity.

Zhou Xiaowen, Zhang Na, Zhai Yanxin, Hua Juan four designers, their joy is not just a sense of honor as a Chinese designer. A designer who went to Vienna in 2007 once said, "we just go to show, but we can't do the market." Today, this is no longer a time. Let's return to the hot stage of June. After the show, designers were caught by the buyers at the scene, some asked for their business cards, some asked the price of clothes directly, where one of the male designers was even more directly asked whether he could buy his accessories bag immediately.

As Tan Zhigang, vice chairman of the Chinese Literary Federation who attended the event, said in his speech that the fashion show from China "can become a window for Austria audiences to perceive China and understand China". Dai Zi Yi also had the same deep feeling: "for those friends who are not very close to the Chinese people in 2007, what they saw in 2007 is one side. What we saw in 2011 is a completely different side. It is not that our work has reached the international first-class level, but we have adapted to the development trend of global fashion, and our designer's design ability has also been improved. So this time, it is not the beginning, nor the end.