Costume brand OTT: Walk between art and business value

The initial contact with OTT. The clothing brand was in early 2005, when accidentally and friends in Hangzhou Yintai inadvertently strolled to the store. Before this brand and I do not know much about it. It was suddenly the design of its atmosphere without losing details , And the exquisite and unique store attracted. As a brand of Hangpai clothing, I saw some "exceptional" shadows in his costumes. "Exceptions" are domestic apparel brands I have always appreciated. But OTT seems to be It does not put the business value in the second place for the art of costume as "exception". The OTT brand is developed by placing both the artistic and commercial values ​​of the costume on a par.

Speaking of artistic value, I have to mention here that OTT's Spring and Summer Women's 2005 issue about time and travel was held in the end of 2004. I couldn't describe the scene at the time. I can only use words to summarize the situation at that time. The text is as follows:

OTT's Spring/Summer 2005 series of apparel presentations was like a trip completed in memory and dreams.

The invitation was a one-way ticket for the day. 100 viewers entered three large buses that were wrapped in an extremely tight black cloth. Starting from the Impression Gallery on Yan'an South Road in Hangzhou, this time was named “Time/Journey”. Travel.

Like being kidnapped, looking out from the bus, you can't see any streetscapes or pedestrians. The radio is playing "OTT music time" program, which can relieve some anxiety. In spite of this, nobody knows where this stop-and-go closed four-wheel tin box is heading.

When the light in the car suddenly turned black and the black cloth finally fell, the window was a big red platform with the hanging clock pointing to 12 o'clock. A girl - is Lu Yan - blue cotton sports shirt with a purple pants with oriental taste, sitting alone on a red bench. She picked up the big suitcase next to her, got on the bus, looked at the viewer with provocation and curiosity, and left no one else.

The car continues to open. The next stop is still the same fluent red platform. Ten girls are waiting to be there. Solid nylon bags, black men's shoes, and body clothes are all black and white. Those seemingly plain shirts, vests and long skirts contain some elements of deconstruction and local deformation. For example, a classic men's white shirt is composed of a women's strapless blouse knotted on the chest or a wrap-around maxi skirt; relying on multiple layers and folding cuts, the clothing lines are passed in a crossover overlap. Free and casual temperament. Of course, on the night of the outskirts of Hangzhou in December, this seemingly unrestrained spring-summer dress is not easy for the models.

Lu Yan used “not many brands dare to play like this” to evaluate this conference. She said: “This creative fashion show can advertise the concept of a brand because each brand has its own spirit and needs to tell others about it. What to guide."

OTT's chief designer, Wang Haihua, initially named the brand as simple as One, Two, and Three. She said: "The more you can't do it, the more you want to do it. It's as if you really want to look like this. Traveling without a suitcase is impossible, because you are too close to the real world. If so, maybe you will like my clothes."

The journey continued, standing between the mannequins lying on the ground, industrial forklift equipment, and the cheerful and romantic blue sky and sea. In the seaside scene, symbolic patterns such as mechanical gears and nautical charts are interspersed among the models' shirts, skirts and wide-legged pants. Multicolored transparent hard plastic dolphins, seahorses and small fish pendants are wrapped around the wrists and necks. on. However, everything in travel is not always ideal. Behind attractive fashion there will always be industrialized indifference, like those between female models who are warm in the cold and human models that are arbitrarily dismembered. Maybe There is no essential difference.

The journey is nearing completion. The stop-and-go bus enters a huge stadium and the reversed clock is back at 12 points. This time, the images that slide on the big screen let you relive the whole process. But you don't see it clearly. It's like the end of life. Maybe it's just a few dim pictures. Some fuzzy figures flash through the mind.

After the applause, the workers were busy tearing open the carpet and dismantling the T-Taiwan. This short-lived fashion show also completed its journey of life in the deafening demolition.

It can be seen that OTT wants to make different costumes. Enhancing the brand appeal and the connotation of the clothing itself is a lot of effort and sweat. The famous model Lu Yan uttered after reading this show: The Hang Women’s Women’s dare to be as shocking as the OTT, such a personalized display. Although I did not see the show on the spot, but only through some pictures and videos, I got the surprise of this show. The place.