Exclusive ELLE interview: H&M

H&M joined Shanghai Fashion Week and invited the independent designer brand GARÇON BY GARÇON to create an eye-catching accessory series. The series was recently unveiled for a limited time at the HKRI Taikoo Hui North Plaza pop-up space during Shanghai Fashion Week The iconic totem of the boy and the sun returned to Shanghai Fashion Week, continuing to explore images poetic and fantasy.

H&M

This joint series revolves around the inspiration of “Le Soleil”, which means “the sun” in French. Drawing inspiration from ancient Greek mythology and natural creatures, the purity and warmth of sunlight are integrated into the design. GARÇON BY GARÇON The iconic Tang Dayun printed totems and unique use of natural colors continue the brand’s curiosity and exploration of the classics.

H&M

The design of the pop-up space also reflects the theme of the series. The plain simple color facade and the warm wooden structure are interwoven and connected over to create a harmonious area like the warmth of the sunlight.

On the first day of the opening of the pop-up shop, ELLE had a conversation with Andreas Lowenstam, head of the H&M China Design Center, and Tang Dayun, founder and creative director of the GARÇON BY GARÇON brand. The two shared interesting behind-the-scenes stories and visions of this future collaboration.

Musician Zhang Yanqi

Actor Hu Lianxin

Actor Wu Hankun

ELLE: What is your first impression of GARÇON BY GARÇON? Has there been any change after some cooperation?

Andreas Lowenstam: I moved to Shanghai four years ago and noticed GARÇON BY GARÇON on social media after I started attending Shanghai Fashion Week. At first I found the aesthetic interesting, combining an interest in cultures such as Persia and Ancient Greece, with a lot of emotion in each piece of clothing. So, this time H&M decided to collaborate with local Chinese designers, so it was logical to find them.

We had great chemistry from our first meeting. At the same time, I also think that GARÇON BY GARÇON, as a Chinese designer brand based in Shanghai, has global potential, both in its symbols and aesthetics.

ELLE: What design elements or details would you particularly like to include in this series?

Andreas Lowenstam:I think that good results don’t just happen on a hanger, you have to see them with your own eyes and wear them on your body to understand them. So I highly recommend the knits, the quality is fantastic, especially the sun patterns, pomegranates and colors, perfect for autumn. I especially recommend denim and knitwear. GARÇON BY GARÇON designs are both comfortable and beautiful.

ELLE: H&M has launched a collaboration plan with Shanghai Fashion Week for the first time What are your personal thoughts and opinions on the Shanghai fashion scene?

Andreas Lowenstam:Since moving to Shanghai, I have been amazed by the integration of creativity and fashion culture in this city. Shanghai Fashion Week is a platform for emerging and mature brands to showcase, and H&M, as a global fashion brand, also hopes to appear here and support local designers here.

H&M tries to do something every year, so we launched the China Design Center in Shanghai to meet the needs of a wide range of Chinese customers and to have a deep understanding of the culture and the local market. So, this collaboration is just right.

H&M

ELLE: What do you want to give through this joint series with H&M?

Tang Dayun:At the beginning, we still wanted to explore the mythical and youthful feeling of GARÇON BY GARÇON itself. Then after working with H&M, we want to give everyone a more comfortable and centered way of life. Therefore, both in terms of clothing and craftsmanship, they are made more comfortable, more suitable for public consumption, and suitable for commuting or daily life of various kinds. Perhaps GARÇON BY GARÇON itself is romantic and has a strong folklore color. There will be some intricate structures in our main series, but this time we’ve stripped back a bit and infused fabrics with a sense of legend and story into everyday travel items.

Our goal is not to produce a homogeneous product product, but to integrate a sense of mythology into a single inclusive product to give consumers a new feeling and stories. I believe that customers shopping online these days or at the pop-up shop today will feel that although the clothes are easy to wear, there is a sense of They also have a strong story and cannot be changed in the wardrobe. This is the meaning we want to convey.

ELLE: How does the process of co-creating a line with H&M differ from your own design process in the past?

Tang Dayun:I feel that the process of working with the H&M team is very orderly and close. In the past, GARÇON BY GARÇON used to tell different stories every season. This time, it wants to bring the most classic things into popular and everyday designs. Therefore, from the earliest ideas, details and embellishments, to analyses, patterns, and details of craftsmanship, the pace of each step is very fast.

ELLE: Are there any looks or items in this joint series that you would particularly recommend?

Tang Dayun:This time, even for individual products, rather complicated processes were used. There is a lot of embroidery used in the collection, whether it’s a full dress or a partially embroidered jacket.

“Le Soleil” seems to confirm the basic spirit of this complementary series, which is to illuminate everything. The meaning of “sun” runs throughout, and the origin of all this comes from the compatibility and illumination of the two creative energies of GARÇON BY GARÇON and H&M. Let China’s design power continue to grow in the global arena.