"Ye Jia Yan" Yao Yingyong: Ordered World

Not long ago, Yao Yingyong held the 2006 Autumn/Winter Fashion Show with the theme of "Oriental Impression and Colorful Month" in the former residence of Soong Ching Ling in Beijing. It was the 12th anniversary of the brand's 12th birthday. On April 21, 12 years ago, Yi Jia. Hao brand officially started in Gulangyu.

"It happens to be a round." Yao Yingyong smiled very happy. This evening, Li Fang, Liu Duo, and Wang Min and other 40 supermodels crossed the ramparts in the shade of light and the corridors surrounded by the lake in spring. They swayed, and a feminine watery feminine conference was being staged.

The fashion material selection, internal and external mix, and overall design break the monotonous sense of the traditional fall/winter outfit and boldly use light and silk fabrics such as silk and silk. Not only emphasizing the transformation of the season, but also taking the space of urban women's lives as the basis for creation, the new concept of autumn and winter clothing is conveyed to the audience. The natural qualities of an outstanding designer are not only to understand clothing, but also to know how to feel the clothing. More importantly, she can understand the lives of her customers.

Yao Yingyong said that the conference held at the 12th anniversary of the brand is of great significance to her and the brand. From this day onwards, Yi Jiahe will make six press conferences in three consecutive years, two times a year, to push the brand to another climax.

“After the six press conferences, I believe my brand will reach a more ideal state.” For the brand's 12-year history, it is not a designer who studies fashion design, has unique characteristics, and grows in a unique atmosphere and culture of Xiamen. The history of the designer should be a special and beautiful process.

Customized world

Yao Yingyong, who graduated from the Academy of Fine Arts, began his career in the clothing industry. He noticed that the customers did not look good when they went back to the tailored clothes, thus sprouting the idea of ​​providing style design for the guests. Initially, the communication between the customer and the tailor through the sketches was the initial form of the design style of the Ega. Later, she personally cut, and within a year, she actually made a name for this custom shop in Xiamen.

“Costumes are flesh and blood, and the same styles are good or bad, which can change a person’s temperament.” Tai Yung-Ying, who is tailor-made for all kinds of customers every day, has a deeper understanding of clothing. In her eyes, clothing is the same as women. If you can't do it well, she will be sad.

Like all female designers, as a woman Yao Yingyong has the advantage of designing female clothes. However, her greater advantage lies in the customers who have gathered around for many years. The ultimate owner of these Yi Jia Ke is different from the models on the T stage, and he gets inspiration from the communication with them and gets the most “close” data. , Which gradually established Yee Jae-woon's clothing style of “small sleeves, tight waist and high chest”.

Tailored for several years, she has laid the foundation for countless girls to measure their body type. Yao Yingyong can now accurately describe the dimensions of her body when she first sees a woman. In her view, listening to the requirements of a woman's body, shaping the inner temperament of a woman, and understanding a woman can attract a woman's heart.

Occasionally, this small brand, which was bred in Xiamen, was taken by a manager from a shopping mall in Wuhan and was invited to enter their shopping mall. It was the first time for Yee Jae Yee to go out and she has also come out. Gulangyu beyond the broader world.

As far as the Chinese people's understanding of fashion 12 years ago, Yi Jiaju's clothes are very sexy and very women. After 12 years, sexy and feminine have become the most unique selling points for Yi Jia and Yu Jia.