[Explanation] Recently, a women's shoe company in Chengdu started a 28-year fashion plan, using the traditional culture of 56 ethnic groups in China as a prototype for women's shoes, and letting the "Chinese style" blow to the world.

　　[Concurrent] Chengdu original women's shoe brand designer Li Dan

　　We have this plan for 28 years and 56 seasons.

In the first quarter of this year, we achieved the Luoba ethnic group, because it is currently the smallest ethnic group among the ethnic minorities in China.

We are also out of this idea and want to do it with the idea of ​​concern and protection from the least nation.

In fact, I think we still have a sense of mission, that is, we should make national things.

Especially the less ethnic things we should pay attention to and protect, and then we should carry it forward so that everyone can see it.

　　[Explanation] It is understood that sheme women's shoes are based on Shu embroidery craftsmanship, and cultural symbols with Chinese characteristics are implanted in the shoes. Nowadays, in addition to the domestic market, they have been exported to Germany, Singapore and other countries.

However, it is not easy for the traditional "embroidered shoes" with strong oriental "color" to go international.

　　[Concurrent] Christophe Billet, founder and general manager of Fashion Intelligence

　　The initial product does not match the market demand at all, because Sheme’s strengths are beautiful embroidery and traditional Chinese culture, which overseas customers don’t know anything about.

Things in China are colorful, but overseas customers are not "cold" about them.

First of all, every place has a different understanding of color.

　　[Explanation] How to open the international market while maintaining the "national" characteristics?

Liu Qiongying, the founder of the brand, introduced that in addition to domestic designers who have "exhausted" Chinese culture, she also hired designers from different countries and cooperated with the Royal Embroidery Institute to promote Shu embroidery crafts while attracting opinions from young overseas groups. , Presenting a unique "Eastern Love and Western Rhyme".

　　[Concurrent] Susan Kay-Williams, Executive Dean of Royal Embroidery College

　　There are students from different countries and cultural backgrounds in our school.

As long as more people are willing to learn from others and discover different cultures, I think this is a very positive thing.

We call this a practical project, this project will have a final result, not just an academic activity.

At the end of the project, the company selected some students’ designs to prototype and perfect the design.

For our students, this is an exciting opportunity. Students can also learn knowledge in different fields in China.

　　[Explanation] It is reported that after more than ten years of hard work, sheme is now the first Chinese haute couture women's shoe brand to appear in Paris Fashion Week and Paris High Fashion Week.

In addition, the brand's original women's shoes "Shuijiangya" and "Hundred Birds Chaofeng" are also collected by the German Textile Museum.

Liu Qiongying said that "Made in China" has now begun to emerge. Not only has national self-confidence improved, but cultural self-confidence is also improved, but to truly be recognized by the world, persistence and precipitation are needed.

　　[Concurrent] Liu Qiongying, founder of Chengdu original women's shoe brand

　　How to make more people accept Chinese culture? I think it is not an acceptance, but a process of constant trial and error, constant precipitation, constant search and exploration.

One of the strategies for realizing Chinese brands internationally in our country is called "cultural self-confidence going abroad", and if there are mid-to-high-end brands recognized by the world, we must persist and continue to create.

And we must continue to follow an international trend.

　　Yang Yudian, Tang Yan, from Chengdu, Sichuan

Editor in charge: [Li Yuxin]