Staff reporter - Lin Chenli
"Clothing should be our best friend. It gets along with us day and night and echoes our lives."
was born in Hunan, grew up in Hainan, studied in Chengdu, worked in Shanghai, and settled in Keqiao. Post-80s fashion designer Wang FengWendy has been working in the design position since graduating from textile school. In 2020, Wendy was awarded the top ten designers in Zhejiang Province and participated in the 2021 Keqiao Fashion Week Ceremony. During this period, Wendy's independent brand Y.LEADING completed a wonderful T-stage show with natural and smooth tailoring and simple and freehand design. Making further progress, now, as the general manager of Shaoxing Xuanyi Fashion Design Co., Ltd., Wendy is more determined in her original intention of design.
Fashion designer Wang FengWendy
Y.LEADING brand advocates focusing on the intrinsic value of women, while conveying "beauty" while maintaining a "sustainable" friendship with clothing. The brand advocates elite women to build an inner world that is more independent, free, self-loving and intellectual. "Clothing helps articulate our personal style and language, and I hope it enables everyone to live an authentic life."
Maintaining a "sustainable" friendship with clothing
Sustainability has become a major focus for fashion brands over the past decade. In response to the large ecological footprint caused by the production of clothes and the fashion industry's call for reform, the Y.LEADING brand's response is to design more "durable" clothes for consumers and establish a sustainable friendship with clothes.
Besides the beauty and comfort of clothing, durability is gradually rising in the minds of consumers. To make a "sustainable" piece of clothing, the most basic consideration is the fabric material. In this regard, Wendy has set its sights on some natural fibers such as cotton, modal, bamboo fiber, and Tencel, while giving full play to its natural advantages in the fabric market of China Textile City, an industrial cluster. Wendy's husband, Jiang Jie, founded a local high-end knitted fabric company, Shaoxing Suihan Textile Co., Ltd., to provide fabric sampling and processing, supporting post-production and other conveniences for her designs.
In addition, design can also give clothing a "sustainable" look and feel. Y.LEADING insists on choosing calm colors, such as the long-lasting black and white, camel, and khaki. At the same time, it slightly adjusts the brightness and saturation of the colors to distinguish the clothing demands of women in spring, summer, autumn and winter. British journalist Lucy Siegel advocates that consumers should spend more money and buy fewer clothes that are slightly more expensive but also last longer. This requires wise designers to launch "styles" that can both meet market demand and are classic enough. For example, use H-version suits that are not easily outdated, or subtract from dresses to remove some exaggeration and add classic elements in details to make the clothing adapt to the needs of modern people in many scenarios.
Injecting natural elements into design is a good way to improve the "sustainability" of clothing. Wendy told reporters that in this spring's clothing planning, the brand was inspired by a metasequoia forest. In terms of color presentation, the clothing of this season extracts the moss green at the junction of forest and water and the tones of sunny trees at high altitudes. At the same time, according to the clear wood grain and texture of metasequoia , it is designed to express the style of jacquard fabric and the two-dimensional presentation of printing. Combined with the dynamic beauty of sunlight and water waves, the design has the power to heal people's hearts.
Y.LEADING brand
has grown up with elite women
"Our clothing does not seek resonance with everyone." Y.LEADING brand defines its consumer group as elite women: those who have certain social experience, and the maturity of the group determines their intellectual style and taste. Elite women uphold their attitude towards life and clearly know what they want.
In terms of brand style, Y.LAEDING expresses a Woolfian ideal of women. They are not absolute professions, nor do they stick to a certain age. They can laze like a beautiful shorthair nestled on the sofa, or they can occasionally show a charming vacation attitude. They must know how to perceive and recognize their own existence, and never define themselves by roles.
"Today's elite women survive under heavy social pressure in multiple roles and scenarios. They are children, parents, employees, and workers. I hope they can love themselves well instead of playing a role or a specific identity." Wendy hopes that clothing can accompany these women to fully grow and show more self-worth.
Y.LEADING aims to awaken their inner selves with sincere clothing styles, awaken their care and love for themselves, and be as long-lasting and sincere as the friendship between women. At the same time, elite women must also know how to accept their true selves at the right time. When she can't draw a picture, Wendy will choose an appropriate "indulgence", or go for a cup of coffee, or take the high-speed train to Shanghai to watch a drama.
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Design must have a "contribution spirit"
Contribute beautiful things to customers and consumers. This is Wendy’s realization after many years of working in the industry. Today, Shaoxing Xuanyi Fashion Design Co., Ltd. mainly undertakes ODM garment orders from domestic and foreign customers and the business of domestic first-line independent design buyer stores. The company is also providing store display, garment design, clothing planning and other services to merchants in the East and North Districts of the Textile City to adapt to the growing fashion needs of fabric merchants and enhance the creativity and fashion of enterprises.
Rooted in Keqiao, lamenting the city's tremendous changes and growth, Wendy hopes to use design as a fulcrum to help Keqiao transform into a complex integrating light textiles and ready-made clothing. Paying attention to the comfort of clothing and making clothing from fabrics with different styles and characteristics will produce wonderful chemical reactions. Wendy enjoyed this surprising process and was grateful for the convenience provided by the production area in terms of research and development. "In the past, we needed to go through a cycle of 7-10 days for printing a simple polyester bottom. Now an IDEA can be presented on the fabric in one day, which greatly improves efficiency and inspires creative inspiration."
In Wendy's view, future millennial consumers will have a more emotional understanding of clothing, high-standard quality requirements and self-discovery of value. This coincides with the concept conveyed by the Y.LEADING brand. Y is the capital Y of leading, LEAD means leading fashion and new consumer trends, and ING stands for progressive tense. Wendy hopes that while conveying beauty, every woman can experience the inner truth and pleasure that clothing brings, become close friends with clothing, and experience a sincere life.
