"The expression that suits your personality is fashion." On January 20, the new light luxury shoe brand NOOWA LORDE domestic first aesthetic flagship store was unveiled in Harbin, the event site, NOOWA LORDE brand founder Li Xiangyu in an interview with this reporter, has its own interpretation of "fashion", "At present, young consumers' attitude towards fashion is changing, more willing to choose a single product suitable for their own personality and personality." This is also the original intention of my establishment of the NOOWA LORDE brand, to meet the needs of personalized consumption, and at the same time, to integrate international fashion trends in the personalized footwear culture of the NOOWA LORDE brand, and build it into a Chinese fashion brand with an international vision. ”
Co-founded with Hong Kong designers as a gift for the hometown
"Openness, inclusiveness, diversity, fashion and atmosphere are the character of Harbin." When the reporter asked why the first flagship store in China was located in Harbin, Li Xiangyu said, "I am a Harbin native, I have felt the vitality and exuberance of the city since I was a child, and people pay attention to the aesthetics and personality of dress, which is highly consistent with NOOWA's pioneering spirit of showing freedom and courage." In addition, after returning from studying in the UK, I hope to complete the dream of creating a brand in my hometown, and I am honored to work with Hong Kong designers to co-create the NOOWA LORDE brand and present gifts to my hometown. ”
NOOWA LORDE's first brand aesthetic flagship store is located in Harbin Zhuozhan Shopping Center Phase II F, with an area of 120 square meters, the flagship store space is based on the core design elements of human determination to protect the natural environment, build future life, and walk freely on the planet, bringing a futuristic light luxury experience. In the flagship store, you can enjoy the new season to in the fashion products, social punch card, and you can also harvest the exchange of circle layers.
National design standard Niche aesthetics dance with the masses
As a niche national tide brand, what are the advantages of NOOWA LORDE? Li Xiangyu said that the international design level and vision. Noowa LORDE brand with the Hong Kong designer team deeply engaged in the luxury fashion industry for 20 years of strength, grasp the pulse of fashion synchronized with the international, from the design and development of footwear works to the whole process of craftsman art spirit, which is one of the few brands in the industry to create height and depth.
In grasping the relationship between niche aesthetics and the mass market, Li Xiangyu said that at the moment when the national tide rises and niche aesthetics prevail, young people are more urgent to trace the old, and the "Z generation" born in the information age are more willing to seek things that represent the past and the future of this era, such as Harbin's recent "medieval trend" and "cyberpunk" and other niche cultures out of the circle, which is the best proof of niche aesthetics entering the mass market. NOOWA LORDE keenly grasps such trends, allowing aesthetics to cross circles and dance with the public.
He hopes to cooperate with more domestic artists to create a creative and innovative fashion atmosphere
"The domestic fashion industry has become an industry with high added value that integrates advanced manufacturing and modern service industries, and is an important force driving economic development in the future." Talking about his views on the domestic fashion industry, Li Xiangyu was full of confidence, he said: "As far as the footwear industry is concerned, it has a systematic scientific and technological innovation and research and development strength, and advanced process manufacturing capabilities. After three years of creating the NOOWA LORDE brand, I also saw a good development trend in China. ”
There are advantages and disadvantages, Li Xiangyu said that the current fashion industry also has insufficient support for the establishment of capital, fashion brand building, cultural and artistic atmosphere is still missing, the situation is not the most perfect, we need to do more construction work.
Li Xiangyu said that for the future, he hopes to cooperate with more domestic artists and jointly create a fashion atmosphere of product creativity and innovation. It is believed that through the effective linkage between culture and fashion, fashion and creativity, design and market, industry and activities, NOOWA LORDE will rapidly grow into a fashion shoe brand leading China. (Reporters Zhang Xiaolei and Wang Lin)