The meaning of design and heritage of brand and culture should be concerned more than just the "brand slogan" itself.
In the final year study, a brand PALE LUAN SHANGHAI is designed for my final year collection. It aims to find personal love from the crowd, with comfortable and relaxing contemporary daily outfits for the urbanite. During the pandemic, most people started to realise what they needed and wanted in their busy life. Meaningful design and brand heritage were considered. Based on ancient Asian love stories, PALE LUAN SHANGHAI provides an idea of "unique and consistent love" in the "high-speed" environment.
Pale Luan is a mythical bird in the ancient Chinese story. It symbols true love in Chinese culture. In the story, the Pale Luan is a long-tailed gallinaceous bird with cyan feather. It sounds like a peacock. Hence, a love story of the peacock was selected for PALE LUAN SHANGHAI's first collection.
"The Peacock Flew Southeast" a love story that comes from ancient Chinese: a couple were forced to be devoiced, but they fought for their love until they died. The collection is designed like a storybook that each look is inspired by a scenario in the story. Hence, there are some elements selected from different scenes.
Promotional Fashion film about the collection and the story of the brand.