"I have a princess dream, no princess disease!" — Yi Jialin creative design director Amy Amy

Amy Amy Small Files, Swedish Chinese, Aries, Type A Blood

IKALI is the first child fashion trendy clothing brand in China that puts forward the idea of ​​a game of life. IKALI's five letters stand for Imaginative, Kindly, Assuring, and Lively. , Innovative. This is not only IKALI's brand philosophy, but also the brand's hope for children's healthy growth.

In 2012, Amy, who received a master's degree from Halmstad University in Sweden, was optimistic about the prospects for the rapid development of the cultural and creative industries in the country. He was invited to join the “IJilin” family and became the creative design director of the brand, focusing on the innovative spirit and product depth of the brand. With the creation of novelty, beauty, and dreams as its core, Amy's creative team led by "Ijailin" has developed a series of amazing children's costumes that highlight children's innocence and innocence and help children realize their dreams of a better dream, and obtained the consumer market. With the recognition of the industry, the brand has now been promoted to China's children's wear TOP10.

Yi Jialin creative design director Amy Amy interviewed by the media

1. How many years have you been in business? What is the biggest motivation that motivates you to enter the industry?

Amy: It's been almost four years since I joined Ejjain. Although I have lived in Sweden for a long time, I have been loving Chinese calligraphy and painting since childhood. The subtle education has enabled me to experience beauty, practice beauty and longing for beauty while practicing diligence. I also hope to create beauty. In addition, my mother has a great influence on the creative work I am currently engaged in. When I see her wearing a beautiful new dress standing in front of the mirror, I feel very envious. I once said to my mother, “I grew up to be a designer. Designing more beautiful clothes for you.” This is my dream of design. Now I have realized my dream through my own design. It makes me feel very happy.

2. Please briefly describe the short-term goals and development plans of your career.

Amy: Yi Jialin has just been named China's top ten children's wear brands by the China Apparel Association. This not only means that our attention has been extraordinary, but also the significance of our brand's entire creative team and my personal career. All I can do is to further improve the product to be able to afford this title. We must continue to strive for quality in the past, be more innovative, more cultural, and more stylish, so that Yijialin children's clothing to a higher level. In the near future, we will integrate the Yi Jialin children's wear kingdom into the fairy princess image and launch the Yi Jialin Princess series to weave beautiful and dreamy princess dreams for the children.

3. What will you do in 2016? why?

Amy: I call this year Amy's hard work and there are many things waiting for me to do it. The "IJilin" Shanghai Fashion Week's first press conference, which is under intense preparation, is scheduled for April 15th. The time is completely inadequate. This is the first time we participated in Shanghai Fashion Week. It was both excited and nervous. Shanghai Fashion Week is China's fashion vane. It is an international high-quality platform. Having opportunities to try, experience and experience is a very big challenge for me. It is also an important milestone for the development of the brand.

4. As a designer who started a new career stage in Shanghai Fashion Week, what do you think is a prerequisite for a good designer?

Amy: In addition to professional knowledge, professional ethics, and unremitting efforts, it also requires a broad cultural vision, a unique spirit of innovation, and a keen observation ability. Of course, the designer must also firmly believe in his personal beliefs, experience, vision and taste, constantly self-cultivation and self-improvement.

5. What kind of affirmation do you think is the most important for designers? why?

Amy: As a designer, I certainly want to get recognition and recognition from the outside world, but I think the most important thing is to have self-confidence and give yourself the greatest affirmation of your work. Such confidence will be passed on to the brand design team and the consumer market. I will stick to it. Work tirelessly for this. The design itself is a work of dreaming. It is a kind of creation. The design I pursue is a kind of beauty that matches the function of wearing and fulfilling dreams. So I think the most important thing in design is to help the wearer realize the beauty of the dream. Not just the so-called creative ideas.

6. Who is your fashion ICON? How does she affect your design work?

Amy: When it comes to ICON, people may think of celebrity celebrities, but in my world, mother is my only idol and my fashion icon. She is not only the main motivation for me to become a designer, but also provides me with a steady stream of ideas. Although I was designing children's clothes, I would find many, many inspirations from my mother: her positive attitude toward life, her beauty of princess nature... My next spring summer 2017 inspiration comes from traveling with my mother. The little details on one of the clothes she wore one day shined in the sun.

7, talk about your fashion attitude, do you think this spring and summer will be popular single product?

Amy: Fashion is like a big top. Popular things will happen repeatedly. In fact, the things that are popular every year are very similar and are most important to them. I personally think that this year cowboys have a large resurgence trend. There are exaggerated large-sleeved retro singles and trend-goers must buy!

8. In the recent government work report, Premier Li Keqiang said: To encourage enterprises to carry out personalized customization, flexible production, and fostering the craftsmanship of excellence, how do you understand this? Do you feel that you can suffer hardship and endure loneliness?

Amy: For Prime Minister Lee's speech, my understanding is that the design works must have characteristics and individuality. The products produced must have high standards and strict requirements. For myself, I think young people should suffer hardships! Running the market, doing research, and feeling the sewn-out work of the painting itself is not the same. To do design must be invested, designers should work and life as one, the attitude towards life is to treat the attitude of work. It is necessary to design with heart, not just as a task, but the attitude of accomplishing the task is not to create dream children's clothing. Mediocre and superb are often only one step away, and design is not a thing. Every girl is the same, has a princess dream, I also have a princess dream, but I have no princess disease!