An Exception in China's Fashion Brand

In 1981, Comme Des Garcons formally entered the Paris market with pioneering design and suddenly became a sensation in the international fashion scene. In 1986, Antwerp 6 also held a fashion press conference in London in avant-garde design, thus laying the foundation for Belgium’s international fashion status; in 2007, Ten years after the "exception" was established, Mark officially entered the Paris Fashion Week on behalf of contemporary art designers.

An exception in Chinese fashion brands

The "exception" of pure Chinese origin was established in 1996. The artistic director Marco and Mao Jihong were co-founded. Both of them studied clothing and art majors. From the outset, they showed a strong artistic style and humanistic temperament, gradually establishing an "exception". The image of the contour base. It can also be said that from the moment the brand was born and named, the "exception" is doomed to take a different path, standing outside the routine, outside the mainstream, and beyond the imagination.

The internationally renowned architect Zhang Yonghe once said: “Before there were no exceptions, Chinese women wore clothes for others; after an exception, Chinese women wore clothes for themselves.” This sentence is sufficient to explain the “exception” as The importance and value of a Chinese clothing brand.

As the most respected designer of the contemporary Chinese fashion industry, Mark has won recognition from countless annual awards both at home and abroad. He is now even more active on the international stage and has been defined by the French High Fashion Association as an artist-type designer to enter the 2007 Paris Fashion Week. A designer representing contemporary Chinese art. This represents the domestic design capability of China, and it is enough to compete with the international community and let the world see it.

Accidental creation of business value exceptions

The artistic director Marco and Mao Jihong are the irreplaceable souls of the “exception”. The background of Keban’s origin allowed the two people to have completely different emotions and ideals for the business people who had the brand. Perhaps because of this, it is appropriate to allow "exceptions" to unexpectedly find unique market characteristics that are more commercially valuable. At first glance, it seems that it violates the general market needs, target consumer groups, and other standard marketing models, but it is virtually invisible to more and more sophisticated modern consumers. It is the enthusiasm that persisted in practicing ideals for the ten years and let the “exceptions” succeed in building the most distinctive fashion brand in China and achieve unprecedented success.

Ma Ke once said, "I never think that the exception is the need to use the usual business position to divide customers, such as age, occupation and income. I think the exception is the customer division is a word: heart. She can close to my heart It is my customer who can read and feel my things."

When we see the clothes designed by Mark, we are also reading her spiritual world and attitude towards life. She is often used to make simple cuts to convey the richest language and respond with a simple, quiet, even low-key attitude. This complex world. She interprets her life attitude in the form of clothing. At the same time, she uses her attitude towards life to create clothing.

Maybe this is the best commercial value created by Marco under the most unmerited business intentions. He has touched many modern consumer women who are suffering from being unrecognized, and echoes Mark's “heart” word, allowing women to appreciate “exceptions”. We have received extreme spiritual comfort and salvation.

Finding a self that belongs to Chinese fashion

In the era of globalization, China’s vast market has become a hotly contested field for all the fashion industry in the world. ELLE, VOGUE and other media forces have long been cultivating in China for many years. China’s emerging consumers who are brand-conscious and have spending power. Also have become international mainstream brands such as GUCCI, LVMH, CHANEL and other multinational group of fanatic buyers and fans. How can China avoid becoming a global cultural colony that is dominated by multinational corporations, fast-food culture, and popular brand names in the era of globalization? It is the focus of attention as an "exception" that is about to enter the international stage.

The “exception” of the decade is now an important milestone in the transition from international to international and from deep-seated cultivation to loud deed. In this important stage, “exception” puts forward the brand’s assertion of “seeking the self-consciousness of contemporary Chinese life aesthetics”. The thinking and mission of this local fashion brand, the “exception” of today’s fashion brand still does not forget the original intention of its ideal: how to find out the self of contemporary Chinese life aesthetics, make rich cultural resources as nutrients, and gradually give birth to the uniqueness of contemporary China. Cultural charm, speak their own aesthetic language.

At present, “Exceptions” is actively planning to launch a publication that focuses on “Self-look for the aesthetics of contemporary Chinese life” and discusses important issues related to art/culture/life aesthetics. We look forward to the emergence of a driving force. Invite more friends from the cultural, arts, and cultural circles to invest together, pay attention to such topics and missions, and then exert influence on contemporary Chinese life aesthetics.

With regard to the "exceptional" future planning vision, the current "state" group is moving toward internationalization. In addition to playing a role as a fashion brand, the "exception" also expects to become a representative Chinese cultural brand.