Visiting cutting-edge designer Yu Jing: NIGON brand owners are subverting tradition

Many people feel unfamiliar with hearing NIGON. Yes, it is a new brand that has just settled in Beijing last year. With scarf as the main product, in August 2011, the NIGON2011 fall/winter scarves series had just been released, and the booking sales website was opened simultaneously. At the China Spring/Summer 2012 Spring/Summer series conference, the reporter had the privilege of interviewing Yu Jing, NIGON's China area design director. Let's get a better understanding of this international fashion brand NIGON.

Contemporary famous designer Yu Jing

Yu Jing is currently the design director of NIGON China, an international contemporary classic fashion brand. Born in Beijing, he loves art since he was a child. He has been trained in professional art since the age of 10, and he has specialized in design at the art school at the age of 16. He has achieved many accomplishments in areas such as industrial design, multimedia interactive art creation and costume design, and visual communication design. Won the national award. In 1998, Yu Jing’s industrial modeling and design work won the Silver Award of the National Art Exhibition, and the multimedia interactive artistic creation won the national multimedia interactive design award six times. In 2005, the design of “Shoubo Baodian” entered the Capital Museum and the 2010 Shanghai World Expo, etc. Institutions, and has repeatedly undertaken scientific research topics in the provincial and ministerial level design fields. In the field of visual communication design, Yu Jing’s works have been adopted by large commercial organizations for many times. In addition, in the field of fashion design, she combines many elements from the most traditional paintings to the most modern multi-media interactive art creations. NIGON has formed its unique style from such a design point of view. Yu Jing's design style is unique and his design work has been selected as a professional textbook for the Beijing Institute of Fashion.

Reporter: Would you please introduce the NIGON brand?

Yu Jing: NIGON is committed to becoming a contemporary classic brand in the fashion world. NIGON's design is a process of experimentation and innovation. It never compromises the spirit of exploration and experimentation, the bold application of multiple materials, and it has created a series of impressive designs. works. The delicate texture contains implicit power and is the immortal soul of NIGON.

NIGON's China Design Center took over Beijing on July 28, 2010. In August 2011, the NIGON2011 fall/winter scarves product series was released and the scheduled sales website was opened simultaneously. The main website is NIGON scarf series. NIGON's scarves select innovative functional fabrics, three-dimensional shape, subvert the scarf tradition, instantly adjust the style of dress, and create distinctive fashion.

Reporter: NIGON brand name is very angry, what is the origin of the name?

Yu Jing: NIGON, Chinese translation of backlighting. Many people like the feeling of backlighting, the main body is prominent, the outline is soft, the inner is solid, the focus is, and the beauty is unique. NIGON hopes to bring calm, introverted, extraordinary, but energetic atmosphere.
Reporter: NIGON's scarf is very design sense, the market is rare, what is NIGON's style positioning?

Yu Jing: NIGON always adheres to the "breakthrough and innovation" design concept.

Innovation is mainly manifested in several aspects: first, innovation in product lines, thinking about what Others have not thought, scarf products as our first product line reflects our thinking; secondly, innovation in the use of Fabric materials, NIGON designers What I like most is not the conference, but the fabric exhibition. Every time I am excited about new materials, new features, and try it out for trial. Innovation is also reflected in the design innovation. Most scarf products are tiled directly to describe the characteristics of fabrics and printing. But starting from the styling, although there is not much space left for the design of the scarf, we have made many changes; innovation is also reflected in operational innovation. In the Internet era, we abandoned the old model and boldly tried many new channels of communication. Including Internet booking, microblogging marketing, etc. These channels may not be mature, but they match NIGON's exploration and experimentation spirit. We believe that guests who seek innovation will also be brave enough to try these things. Therefore, we will definitely meet each other. Innovation will ultimately be manifested in a spirit of tolerance, openness, and freedom. Tolerance, openness and freedom are not inefficiency, not inefficiency, not high tolerance, but daring to try, be open to challenge, and be courageous to be yourself.

Reporter: What are the consumer groups targeted by NIGON?

Yu Jing: NIGON scarf products are located in the urban sex between the ages of 25-35, have independent ideas and aesthetic taste, do not blindly follow the big name or are tired of the stereotyped monotonous and glitz. He/she is not necessarily a high-income class, but it must be a high aesthetic and independent consciousness.

Reporter: In what ways does NIGON present "different"?

Yu Jing: Achieve uniqueness depends on breakthroughs and innovation. Uniqueness comes more from the heart's independent thoughts and consciousness, from courage to dare to express, both are indispensable. NIGON condenses such people. It is independent and not arrogant, so it can make unique products. The uniqueness of NIGON does not require interpretation. Look at the works.