OCT. 08, 2020

Newcomer brand questionnaire | AIVIDIC STUDIO




Li Jian Chun(Jeason Lee)


Men’s / Made To Measure & Ready To Wear, Shoes, Bags, Hats, Accessories and others

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

Although I majored in painting, which I love, I decided to major in fashion design and production in college.
I was particularly interested in the history of fashion around the world and fell in love with design by studying the changes in styling.
In my first job, I started as a designer’s assistant and eventually became a brand director.
As a counter partner and brand director for the AIVIDIC STUDIO brand, my desire is to upgrade the domestic consumer.
I want to meet the high quality needs of the post-80’s generation, especially those who are better educated, more visionary and have a more global aesthetic.
The international style of AIVIDIC STUDIO brand has a good gap with the existing market.
The international style of AIVIDIC STUDIO brand has a good gap with the existing market, but with the exclusive attributes of the new middle class in China, influencing the market, channels and operations.

―What is the brand’s concept? What do you want to communicate through fashion designing?

I would like to add oriental aesthetics to clothes, a historical product of western clothing culture, and embody it as a new standard of clothing.
What I would like to propose is a dignified and independent man.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

I am often inspired to create from my interactions with my multi-talented friends.
The concept of each season’s project is different.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

We have 15 SPA-owned stores in China.
We offer more than 100 square meters of space for our customers to enjoy their shopping and consumption time free from stress.
We have a high proportion of teachers and researchers in intellectual professions and free standing lawyers.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

I love the fashion brands and culture of the 90s.
Each brand has a more defined style, whether it’s the oriental Zen of Yohji Yamamoto, the exquisite excellence of DIOR or the elegance of Giorgio Armani.
I love the unique philosophies of these brands and the styles of the designers at the forefront.

About 2021 S/S collection

―Why have you chosen Tokyo (Rakuten Fashion Week TOKYO) as the venue for presenting your collection?

Participating in the world-famous 「Rakuten Fashion Week TOKYO 」has been one of my dreams for many years, and this is the first step in our team’s challenge to become a global brand.

―What is the concept / image for your brand’s 2021 S/S season?

For Spring/Summer 2021, I’ve assembled styling from several life scene changes my friends and I have in the post-Corona era.

―What is your vision for your show / installation?

For the digital installation of the 2021 Spring/Summer Collection, we tried to show the quality of careful craftsmanship and choice of materials.
As a result, we used many of the same sewing factories and textiles that are used by luxury brands and Italian classics.


―What are your brand’s future outlook and goal?

I will continue to hone my clothes philosophy and the Oriental beauty I have cultivated.
With our core brand AIVIDIC/STUDIO series, we will learn the high aesthetic sense from Japanese men’s select shops.
We will add a made-to-measure line from the fall of 2020, and in the near future we aim to create an AIVD line that incorporates the current trends.


―What does Tokyo represent for you?

It’s exciting, and even though it’s as populated as Shanghai, each city has its own unique culture and lifestyle, and yet it has a certain texture to it.
I don’t think there is a megalopolis in the world that can be compared to Tokyo.

―Which parts / sites of Tokyo do you like most? Why?

Daikanyama: Clothing stores that assert their individuality and the aesthetics of the neighborhood coexist at the same time.
Marunouchi, a simple, low-living town, has a gap between clothing stores that offer a highly polished business scene.
Harajuku, a neighborhood where many different spots clash with each other, and the chaos of these clashes is what stirs my creative juices.

―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

These days I love comparing TEAM WANG’s stores, retail models and visual design.
And then there’s H.Katsukawa Eiichi Katsukawa’s H.Katsukawa, which I’ve personally purchased a few pieces from, but there’s a freshness to the traditional tone and the fashion language is very much in line with AIVIDIC STUDIO, capturing a piece of history and recreating it with a modern aesthetic.

Regarding the COVID-19 Corona virus

If any, please tell us any changes you’ve made to the brand and/or designs due to the spread of COVID-19.
First, consumer awareness has changed.
We had always had a lot of customers who liked casual commuting to work, but now they are looking for more quality and elegance.
Some are calling for the addition of online purchasing as an option.

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