Liu Qingyang: Design For Self Entertainment

Liu Qingyang, who grew up in the combination of Chinese and Western cultures, founded the Chictopia brand in 2009. He created a good combination of retro elements and modern minimalist design in his own brand from his unique view of design.

In addition, every season, printed by designers, is a major feature of the brand.

The reporter gave an exclusive interview with Liu Qingyang to interpret the design concept of "stamp Queen".

1, you are known as the "Queen of prints". Almost all works have their own unique printed designs.

My main source of inspiration comes from some interesting things like life. I prefer things that are sometimes movies and sometimes friends.

For example, in 2015, I used food as inspiration, food culture and pop art for my own design inspiration.

2, your clothing is simple and has a strong retro style. Is this related to your previous experience in studying in the UK?

I think there should be a lot of relationship. I think the whole style of my design should be formed in England. Before I went to England, I didn't learn to design professionally.

When I was a child, I grew up in Hongkong. I may have been influenced by western culture for a long time. Then I went to England, and I was influenced by some English culture. Then I began to like old books, especially when I was in the secondary market.

The elements are brought into the design.

Then gradually it becomes a style of its own. Sometimes it does not mean that it wants to go deliberately, but mainly because it wants to do it.

3, for designers, do you think the exquisite craft is important or is the unique design inspiration more important?

I think the two is as important as it is, because the process is part of the design, and it needs to be constantly innovating, and this is part of the design.

I pay great attention to fabric. All the prints are designed by myself.

4, independent designers will face the problem of balancing the "design" and "business". Since you founded the brand in 2009, can you share with us the difficulties you encountered or what impressed you deeply in the development of the brand?

The most important thing should be how to sell products in the early stage, because I didn't have many independent designers, buyer shops and so on in the early days of my business. Maybe many people would like to buy designer things.

Including consumers' concept of designers is not very strong, there is no special recognition, so sales have become very difficult.

Because there were no other channels, so I started my own shop at the beginning, from the selection of paper to the recruitment of salesmen, the whole marketing process became very difficult, for me, it was new, that is, to relearn a major.

5, your works are loved by many stars. Do you think the display of star artists will play a great role in marketing your brand?

It is still relatively large, because domestic consumers prefer to chase stars. For the artists, they will let many people who did not know the design brand know that the brand will imitate and buy, which will help in the early stage.

But I think the star effect has no effect on consumers' real understanding of the brand concept, because the focus of attention is always on the stars who wear it. The star wears that. There is not much attention to the brand, style and expression. Then I feel that I just follow the wind and make myself have no personal style, and people may not know what kind of style they are suitable for.

6, now fashion is more and more emphasis on cross-border cooperation. Will Chictopia brand consider cross-border or brand extension in the future?

In fact, we have been doing cooperation with the brand style.

For example, last year we co operated with Tommy in a travel bag, which was inspired by our circus series and launched a series of bags. Then, if there is appropriate cross-border cooperation, it will be a good try.

We also hope that we can try out some new products besides our clothes, according to our own style.

For example, in the spring and summer of 15, we collaborated with jewelry designers to launch our Chictopia jewelry series. This is also a cross-border cooperation, which is also being done recently. There may be more crossover in the future.