What is YI? YI Review, Features

YI is an international modern luxury women's clothing brand created and operated by Yizhen Fashion Co., Ltd., a wholly-owned subsidiary of Hongjue Group.

Brand Origin

The brand's creative inspiration comes from the Chinese Song Dynasty civilization and splendid clothing traditions. The art of the Song Dynasty is "elegant, pure, elegant, and simple". The Song people's interpretation of beauty is reflected in the artistic conception in poetry, calligraphy, painting, porcelain, Hui-style architecture and other artistic creations. The aesthetic charm and simple and elegant style of the Song Dynasty complement the modern minimalist aesthetics. YI adheres to the ultimate and simple design concept, integrates the humanistic temperament of the East and the West and exquisite craftsmanship, and conveys the concept of modern aesthetic life.

Brand design

YI's design team members graduated from the world's top design schools. They discovered the beauty of Chinese culture with hidden historical deposits and explored the profound Chinese Song Dynasty culture and value system from a modern perspective: each piece contains ancient Far Eastern wisdom, each creation inherits national craftsmanship, and each tailoring reflects simple and clear silhouettes and exquisite craftsmanship. YI meets the characteristics of "clear outlines, clever use of colors and innovative fabrics" advocated by modern wardrobes; YI covers the clothing required for occasions in life, whether it is daily commuting, leisure activities or grand occasions, YI can always show the different temperament and charm of women from different angles.

Brand audience and brand positioning

YI's target audience is overseas returnees or career elites around 30 years old. They have a good family background and educational background, are broad-minded and wise. They know clearly who they are, have a strong sense of self, are independent-minded and do not follow the crowd, and exude confidence from the heart.

Brand Concept

The great truth is simplicity, and everything is one. What YI wants to convey to the world is not just simple clothing design, but also a life attitude and life philosophy. YI is not only a symbol of simplicity, but also a symbol of an individual. Any independent, confident and concise modern urban woman is a unique individual in the world. They have their own insights and perceptions of life, and they are not ostentatious or noisy, but have their own unique spiritual world. And YI is just like that. In the hustle and bustle of the world, YI and the women she represents, with their restraint, uniqueness, warmth, low-keyness and rich inner cultivation, are truly a kind of existence that can withstand the test of time, never fade, and last forever.

YI is not only a cultural sentiment, an independent spiritual world, but also a unique ingenuity, a diligent craftsman spirit and a unique lifestyle.