2

Zhang Chenyue: WNP?[Save to album]

1

Li Cansen: Subcrew?[Save to album]

1

p>

□Special article written by Information Times reporter Ding Huifeng

From Jay Chou and Luo Zhixiang to Xie Na and Du Haitao, from Edison Chen and Li Cansen to Leo Ku and Shawn Yue, too many stars have their own fashion brands, and everything they wear A T-shirt, every pair of shoes will have a variety of similar styles on Taobao, and fashionable brands have become the most important sideline for celebrities besides singing and acting.

Black men such as "Chen Jianzhou", Du Haitao, Tang Yuzhe and others have opened trendy brand stores in Guangzhou, and the trendy brand hosted by Mayday Ashin is also about to enter. How to be distinctive among many trendy brands? A reporter from Information Times interviewed Huang Hongsheng, a "trendy player" who will be singing at Central Station on July 26. Although his AES trendy brand is not the largest, it has a pretty good reputation. He is a well-known and powerful person in the fashion industry with good reputation. Turning fashion brands into collectibles is his biggest pursuit.

Only those who love to play and know how to play can become a trendy player

Among the trendy celebrities, Huang Hongsheng is not the most famous, nor does he have the most fans. In the minds of many people, he is the "kid" next to Luo Zhixiang in "100% Entertainment", or Rainie Yang's ex-boyfriend, who can sing, dance, and act and host. But in fact, his trendy brand AES is doing well in Taiwan. It has three branches in Taipei, Taichung and Kaohsiung, and has published "What the Hell?" ", "Ghost Crossing" and other well-received picture and text books. He has written columns for many trendy magazines in Taiwan. He has a strong passion for painting and art design.

The full name of AES is Alien Evolution Studio, with the concept of "Alien Evolution Studio". Huang Hongsheng said that his earliest idea was because he liked playing too much, so he owned a large number of toy art figures. He opened the store because he had too many toys at home, so he simply turned it into a toy display museum. Now many people come to his store and see many toys and think they are for sale, but they are not just for display.

He said that when he first opened a store in Taipei in 2008, he wanted to create a space that integrated fashion and art collection. Because he likes painting and art design, he designed his own LOGO when he started making fashion brands. , including material selection and processing, I participated in all processes, and gradually it became a fulfilling business.

No expansion, no online shopping, and stick to limited editions

Because of the huge market in mainland China, many celebrities and fashionistas have opened trendy stores in Beijing, Shanghai, and Guangzhou, and even online sales have great success. Customary performance.

However, Huang Hongsheng's AES appears to be extremely calm and composed. He did not expand aggressively, but insisted on having only three stores in Taiwan and adhering to a limited sales model. He explained that he didn’t want to make it something that only fans would buy. He hoped that the style he designed would be unique to people who have never listened to his own songs or watched his own hosting. He gave an example of a T-shirt, with 130 pieces sold in a limited edition and allocated to three stores. It is extremely rare. If two to three hundred people line up to buy it, they have to draw lots because the code numbers are different, even if they are drawn. You may not be able to buy what you like, this sales method itself is very trendy.

Huang Hongsheng said that the trend he understands is not a trendy item, not a trendy product or trendy material that can be materialized, but a rule of the game. He will try his best to get a limited edition trendy brand. This process is the trend. Only by persisting in what you want can you get a sense of accomplishment in the end.

As for Ashin, Luo Zhixiang and others who have opened stores in mainland China, Huang Hongsheng said that everyone is busy with their own affairs privately and rarely talks about it. They all stick to their own ways. Because they are numbered and absolutely limited, his trendy brands have collection value. If he wants to make money, he will not play with limited editions. He said that what he cares about most is not making money, but the level of being an artist.

The design of every piece of clothing has a story

In addition to the extremely limited sales method, Huang Hongsheng said that what he pursues in design is the story behind it. His favorite art work There must be very good stories behind movie characters, just like jeans originated from profession.

The logo of AES is a skull. He said that this symbolizes the most primitive appearance of human beings and also represents the importance of essence, because everything starts from the essence.

In addition to his own design, he also started composing the song "I Think I Think" from "The Bookstore in the Alley" that is currently popular in Taiwan. He said that design and music can promote each other because art is connected. AES is also a work publication for him, but it is released in the form of clothes.

Huang Hongsheng said that he first launched two graphic and text creation books before opening a store. The purpose was to let everyone understand his artistic design style.

Although he has no plans to bring AES to the mainland, his first solo concert is going to Guangzhou. The Grand Central Station on July 26 is also an opportunity for him to showcase his creative spirit.

He said that this big challenge was still fun. One of the links involved him dancing with LEDs and pretending to be a video game character. It was a very video game-style dance. Huang Hongsheng said that it is very difficult to practice because he has to coordinate the dance movements with the LED behind him. Once it lags behind or is in the wrong position, something will go wrong. I believe that everyone will be able to see the dazzling effects and sci-fi color of video game dance.