Zhang Zhifeng: Dress Culture Is The Golden Rule Of Chinese Brand Development.

Mention Northeast Tiger First of all, the words must be luxurious, custom-made, elegant, elegant and bearded. People familiar with the NE TIGER know that the beard is the founder and artistic director of the brand, Mr. Zhang Zhifeng. Recently, Zhang Zhifeng carried his brand, the northeast tiger, to hold a series of exhibitions of "gorgeous happy" senior custom wedding dress.

The reporter came to the two layer "Qiao Tian Yi Qiao", which is located on the first floor of the overseas Chinese garden, which is full of artistic temperament. The Ming Dynasty was built in the shape of a strong Chinese Red corridor. More than a dozen exhibits were run through. The static exhibition was divided into five parts, namely, wedding dress, toast, dress, Enze clothing and congratulations.

Follow the staff to the three floor NE TIGER studio. The diamond on the back of the diamond shaped bump is very striking. The red top is like a row of exquisite white pearls. On the right side of the right side wall, the red and white lady's wedding dress is hung on the wooden hanger. The green floor looks particularly solemn for the wedding dress. The first white dress is vivid and lifelike by the different colors of the red embroidery thread, and the dress of the ostrich hair is gorgeous. The left wall is a pure western style bra with many layers of wedding dress. The wedding dress on the left side of the wall is all the same. The top of the white wall is decorated with a gorgeous dress. The left wall is a pure western style. On the left side of the channel is the men's dress on both sides of the wall. Although the profile is mostly western style, the collar is the first place of temperament. The first one is blue line, green line, gold thread embroidered piece wrapped collar, the first is decorated with gold thread and gold sequins, and the other second pieces are decorated with two pink left peach blossoms. Some people say that luxury can be respected if it is embodied in details. Confidence in detail stems from the perfect pursuit of life and strict self discipline.

　　 Designer Zhang Zhifeng's feeling is not a show of arrogance. A black Chinese collar silk satin jacket makes people look more introverted. When it comes to naming the brand "northeast tiger" at first, Zhang Zhifeng said that in fact, there were not many considerations at that time, because I was born in the northeast, and the baby name is "little tiger". Such a simple intention is also the most sincere hope. From this name, we can see that the operation of the northeast tiger is very independent, and the profits of the investors are less. The northeast tiger can insist on advanced manual customization, and does not care about the short-term economic benefits.

Nowadays, the northeast tiger has become a luxury brand in China. In many interviews, Zhang Zhifeng also admitted that many stars and politicians liked this brand very much. NE TIGER brand has been invited by the Ministry of culture, the Ministry of foreign affairs and the Information Office of the State Council in recent years. It has participated in the foreign affairs activities representing China's image in Japan, Germany, Italy, Saudi Arabia and other places, and has obtained orders for high-end custom made clothing such as the Saudi royal family and the Danish royal family. This is an honor and a driving force for the brand.

But some people would think that more than 20 years ago, Zhang Zhifeng first met with luxury goods. Recalling these days, Zhang Zhifeng told reporters that the mood at that time was "shock". Standing on the street in front of the department store in New York, he was eager to "walk in", not only near the department store, but also his brand into the ranks of luxury goods. In the first days, Zhang Zhifeng could not find the direction, because the US and European customers did not believe that China had "design", let alone designers. Although he was very confused by that encounter, he did not give up on it. Instead, he continued to study the history of European clothing and the management strategies of many luxury brands. At the same time, he also grasps the latest luxury trend through various channels. He finally realizes that the emergence of luxury brands needs not only good design taste and global business philosophy, but more importantly, clothing should contain national culture.

In Zhang Zhifeng's view, clothing's aura and cultural connotations are the key to impress people. He summed up the five major characteristics of Chinese clothing and called the Chinese element dress "Chinese clothing". Zhang Zhifeng said that 5000 years of civilization in China is the source of inspiration and inspiration for our designers. Foothold and deep excavation of our clothing culture is the golden rule of China's brand development.

As for why the design of wedding dress was launched in 2005, Zhang Zhifeng suddenly excited: "the most ceremonial feeling in traditional Chinese culture is the wedding. The wedding dress is the most beautiful dress in life, and it should have family heritage significance in traditional culture. But the reality is that the wedding dress we wear is usually rented. It may have been through countless times by different bride and bridegroom. Many places do not fit well with a clip. It is very unkind to treat such a rude treatment as a wedding that promises a lifetime commitment.

It is such a passion that lets Zhang Zhifeng decide to launch his wedding dress, from artisans who are looking for exquisite craftsmanship to the cultural essence of Chinese wedding dress. Zhang Zhifeng has been adhering to the sense of historical mission and national honor for nearly ten years. Zhang Zhifeng patiently explained: "before the Han Dynasty, most of them were weddings of the week, and the black and yellow wedding dress symbolized the mystery of heaven and earth. In the Tang Dynasty, the wedding dress was integrated with the solemn and solemn celebrations of the past, and the scarlet and green became the main colors of Chinese wedding dress.

Zhang Zhifeng, who likes to study Chinese culture, is not only proficient in Chinese culture, but also likes collecting. He told reporters that he had collected more than ten pieces of dragon robes, all kinds of textiles, embroidery pieces and reference books, all of which would become part of the design. Because design is a whole, with the accumulation of heavy, the taste of design is naturally different. For the inheritance of the northeast tiger, he said: "I think the brand of NE TIGER belongs to the state and society. Children will have their own experiences, have their own lives, and should respect their own choices."