Shenzhen Fashion Week 2016 Autumn/Winter | AIRU - Women's Clothing - Calm and Firm

15:30 SUNDAY MAR. 20th

A / W 2016

March 20 15:30

Shenzhen. Overseas Chinese Town Happy Coast B

AIR.U is a women's brand of Guangzhou Rurua Fashion Design Co., Ltd. “The Ruanru” originated from Zhuo Wenjun’s ancient poem “The Baboon”, the first sentence of “The Snow on the Mountain”. In the name of poetry, it conveys traditional Chinese poetry and calligraphy. The oriental aesthetics of the spirit of culture and purity of Zen, the pursuit of women's self-awakening from the inside out.

AIR.U draws on its own Chinese cultural roots to create nutrients, abandons the traditional Chinese elements in simple forms, and simply reproduces them. It focuses on Chinese culture's low-key, introverted, quiet, calm, elegant and clean spirit and spirit. The space for people and clothes is to achieve the comfortable and harmonious spirit and physical feelings of the wearer.

dialogue

AIR.U 皑 Such as × Shenzhen Fashion Week 2016 autumn and winter

/ Use one word or one sentence to describe the brand?

Not assertive and self-powered, though low-key, can not be ignored.  

/ What will be included in the design of the szfw2016 autumn and winter show?

The image and temperament of Chinese martial arts spirit.

What is the source of inspiration for this season's clothing?

This season's autumn/winter clothing collection is the first in Hong Kong's TV series “Fearless” that was launched in mainland China in the 1980s.

/ How do you see the balance between fashion trends and classic styles?

We believe that the popularity is fleeting and the style is eternal. “AIR.U” hopes that our clothing can be worn for many years after being bought back by consumers. It can be kept in their closets, and traces of people and years will follow. Intertwined garments have become more tempting, we learn from the classics, create innovative designs, and create our own style.

/ In the future, will the original design share increase in market share? How do you see the combination of design and business?

In the future, we believe that consumers and the market will pay more and more attention to the value of original design. We do the clothes we like and wear, and we first impress ourselves and impress other people's designs. Therefore, we believe that there will be a resonance and commercial market with original designs and designs that suit people's needs!  

/ How to keep inspiration?

Keep curiosity and heart in life and the world, thinking independently about things.

/ As a designer/brand owner, what are the plans and expectations for the future of his brand?

In the future, we will think more about the relationship between people and clothing and the environment. Let clothing return to the wearer's feelings. Design is no longer just the designer's own dazzling skills and pure pursuit of fashion, but how to make it to the wearer. After the body let it live longer.