Hiderwater: Individuality, Advocating Freedom and Art 丨 2017 Shenzhen Service Fair

Hiderwater is an original clothing brand founded by the designer Liu Haitao of Tsinghua University at the end of 2013. The style blends new Baroqueism and street fashion. The unique and unique artistic printing and the exquisite bead embroidery technology distinguish the brand from traditional fashion. At the same time, it has always advocated the spiritual concept of “elegant, confident, free, and loving art”. .

Since its founding, Hiderwater has set up 5 independent stores in Shenzhen and has cultivated a large number of loyal fans. In-depth cooperation with D2C, PlayLounge and other top domestic buyers. Famous artists Xie Na, TFboys, Chen Xiao, and Tan Songyun have all appeared in the media wearing Hiderwater costumes.

Designer Introduction

Brand founder Liu Haitao, designer of Tsinghua University after 90. The undergraduate student majored in information art and design at Tsinghua University. He loved fashion and loved self-study fashion design, and afterwards, he was sent to Tsinghua University's fashion design major to pursue a master's degree. Rich experience in winning prizes; in 2011, invited by GUCCI Group to visit Milan Men's Wear Week. In 2012, the work "Smart Couples" was featured in China's first collection of smart clothing and CCTV10 "Light of Science and Technology". In 2013, he abandoned the postgraduate professional admission notice of St. Martin's Fashion Institute in the United Kingdom and founded the personal brand Hiderwater as the brand CEO and creative director. In 2017, the smart dress series created by a graduate student, "Yaosheng Chaos," stayed in the school for the first time in professional excellence.

Dialogue brand

Q1: Summarize your brand under one sentence?

Hiderwater: The art is elegantly dressed.

Q2: Introduce the design concept, style and positioning of the brand?

Hiderwater: Hider means "hidden" is combined with smart water, illusioning the cultural concept of "low-key and advocating freedom". We have been committed to applying the classic Baroque period art elements to modern fashion women's clothing. The distinctive and distinctive print and embroidery patterns have always been the core of the brand's design. The crowd is targeted at those young women who love art and do not want to follow the crowd and have their own independent thinking. The brand itself also has a unique texture of “individual independence, advocating freedom and art”.

Q3: What are the highlights of this exhibition? What are the highlights?

Hiderwater: This is our first time to participate in Shenzhen service fair. We have brought new series of autumn and winter of 2017 in Wintererwater. In addition to the brand's internal ordering session, this is the first time that the entire series has made its debut, so it is worth looking forward to.

The theme of this season is "The Kiss of Roses". My inspiration comes from the stained glass of the medieval Gothic church. The biggest highlight is our constant exploration of craftsmanship and style. In the original printing, embroidery and beading On the basis of this, through modern design techniques, the classic art elements will be better commercialized and fashioned. This is what I have been insisting since the brand was established.

The new categories of jeans, sweaters, and double-sided fabrics have also injected more modern elements into the original brand style.

Q4: Briefly introduce the brand's latest season design?

Hiderwater: The latest season is the eighth season since I founded the brand. It can be said to have a very important meaning for me. Hiderwater's color jumping and very abstract printing is a favorite of brand fans. At the beginning of the brand's creation, we quickly identified the brand's unique positioning with its stylish personality and artistic original print.

But after the fifth season (that is, the spring and summer of 2016), I began to realize that my product line needed the addition of new craft elements. As more and more models were copied by the market, I began to Thinking about how to make your product more difficult to copy while maintaining a stylish model? So from the sixth quarter, I began to join in a large number of handicraft techniques such as embroidering, beading, etc., and at the same time created a new printing technique called “bead printing” which was applied to my series.

The theme of the Autumn/Winter 2017 collection is "The Kiss of Roses", inspired by the stained glass of the Gothic Church. I will use this series to redefine the elegant women who wear Hiderwater, adding a touch of refinement to the original, artistic style of the brand. The mix of modern city and street fashion is believed to bring fans new surprises.

As the eighth season of the brand, this is an integration of the experience accumulated in my first seven quarters, and it is also a psychological adjustment of “reshuffle and re-start”. In this season we launched eight bands, a total of 180 SKUs, which also set the highest single product volume ever. In addition to the autumn and winter dresses, sweaters, baseball shirts, jackets, skirts, and coats that the brand has always been playing, we also added categories such as double-faced sweaters, sweaters, and denim that we would never try before. Worth looking forward!

Q5: The theme of this year's exhibition is "cross-border integration and exquisite life." How do you see the relationship between fashion and life?

Hiderwater: I think fashion is an inseparable part of people's lives today, especially in today's urban life. Regardless of career, we can hardly say that we are not controlled by "fashion." But on the contrary, fashion can help us a better and more refined life, which is why I chose to become a fashion designer.

I think that designers should not only put their talents into practice, but more importantly, they should have a sense of mission toward the development of society and the times. How to make the women of the general public more beautiful and more elegant and refined through their own designs, which I often think about.

Q6: Summarize your opinion of fashion in one sentence?

Hiderwater: Alternative "Personality" Popular "Fashion" "Classic" history.