新乐路
XINLELU “新乐路”将线上线下结合在一起， 一 个 实 体 的 Showroom（ 上 海 徐 汇） 及 Boutique（上海静安），还有一个在线购物 平台，三管齐下，甄选诸多新颖独特的原创 品牌，为深晓时尚之道、追求穿衣个性的中 国女性带来亚洲及全球顶级独立设计师的作 品，力量不容小觑。其目标是以价格合理的 精良创意单品填补奢侈与快时尚之间的“代 沟”。它们的团队周游世界，找寻“原创设 计、精良工艺和那么一点让人扑通的心动”。 新乐路得名于上海一条时髦的林荫小道，字 面意思为“新鲜的乐趣”，而这一点正是它 最希望带给客户的东西。 你们的客人最喜欢哪些品牌？ 我们每一季都会对品牌作调整，所以从 某种意义上来说，你所看到的品牌都是最受 欢迎的。如果硬要选的话，新加坡的 Aijek 能一直推出赏心悦目的作品。但最近我对法 国高档时尚女装品牌 Markise 疯狂长草，它 将法国时尚表现得十分超脱又游刃有余。 在过去的几年里，中国消费者的品味和消费 习惯有哪些改变？ 个性化的雄起。人们开始选择适合自己 风格的产品，而不盲目跟着时髦走，这点可 以从越来越多的定制化产品和小众品牌的进 入看出来。 如何看待这个行业的前景？ 中国在最近十年里比较依赖国外潮流趋 势来定义自己的品味，但是未来十年，不管 是通过本土成熟的设计师还是新一代的消费 者，中国将对自我认知更自信，并逐渐参与 全球时尚的塑造。 Xinlelu comprises a boutique, showroom and an online fashion stop for those stylish women living in China who are searching for something more than the typical mainstream brands. With quaint locations hidden off of quiet lanes in the French Connection area of Shanghai, and a website that brings together top independent designers from Asia and the world, they are aiming to bridge the gap between luxury and ‘fast fashion’ with well-made innovative pieces at accessible prices. Their team personally travels all over the world and selects independent designers based on simple criteria – original designs, top quality craftsmanship and “a
little something that makes our hearts flutter.” Named after an actual street in Shanghai, the boutique’s name translates literally into “New Happiness Lane”, which is what the brand hopes their clothes will bring to customers. Here, Jillian Xin, Founder & CEO, answers our questions. What are the favorite brands for your customers? We carefully edit the brands in our portfolio every season so in some ways, the resultant selection are all our favourites. If I was pressed to choose, Singaporean label Aijek always manages to produce consistently beautiful collections and more recently, I have been coveting the entire line from new French-Shanghai label Markise, which epitomises effortless French chic. What changes have you observed in
tastes and consumer behavior in China over the last couple of years? The rise of the individual and individualisation. Buying decisions are now much more based on what suits each respective consumer rather than what trends dictate or “for face”. The growth in product customisation and the increasing number of smaller niche labels entering the market are also indicators of this. What do you predict for the future? I think for most of the last decade, China looked largely to foreign trends to define its own tastes. In the next decade, China will become more much confident in its own identity and begin to shape the global fashion narrative, whether through domestic designers coming of age or through a new generation of consumers. www.xinlelu.com
LifeStyle
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