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Ah Xing

On a hot summer day, watch a refreshing, bright and breezy movie.

This "Wind from Jiangnan" is a new film co-produced by Qiu Sheng, Jiangnan Buyi and FIRST Surprise Film Festival. Time and space overlap in the green shade and heat wave, reflecting the humorous relationship between young people, the city and time.

The story revolves around a young girl who is sleeping on a rocking bed between trees on the shore. Suddenly, a breeze blows by, stirring the water. Turning around, we see a male painter on the other side of the river, copying the scenery on this side. The two of them are on opposite sides of the river, showing the intricate, real and unreal bonds between people.

An interesting and clever treatment of "The Wind from Jiangnan" is that although it is telling a human story, the invisible and intangible wind is the most critical medium.

It is the wind that first breaks the tranquility of time and space. The whole story begins to move clearly towards the inner anxiety and struggle through the waves of water and the swaying of grass. As the wind blows stronger and stronger, the dream that the girl is trapped in begins to take shape.

At the same time, the transparent wind acts as a therapist, making the buried secrets begin to become transparent. Following the guidance of the wind, the audience returns to the urban landscape and the past, putting themselves in the girl's perspective, seeing the romantic encounter and passionate love, as well as the painful separation and departure.

The wind is a witness and a salvager, and the audience has to follow the footsteps of the wind, going through everyone's similar growth experiences and the intertwined and divergent paths of all living beings, and then seeing the other shore from this shore, and getting a good rebirth while saying goodbye. The rebirth is like the wind's review and even transcendence, forming a small but strong intertextuality.

As for Jiangnan, it is of course the land and water that are beautiful and elegant in the camera. When we mention this place, we always think of the misty rain, the breeze, and the nourishment of people's body and mind from the outside to the inside.

Moreover, the film's camera is extremely romantic and skin-friendly, showing the entire emerald green and blue Jiangnan region as smooth as jade. It not only makes people seem to be able to touch and reach it, but also creates a connection between dreams and reality in an elegant yet solid way, showing the beauty that is not easy to visualize in a virtual and real way.

On the one hand, Jiangnan provides the film with the necessary aesthetic field, enhancing its credibility and divergence; on the other hand, it is one of the key words in the name "Jiangnan Buyi", pointing to the brand's roots in Hangzhou, with a kind of intimacy of looking back.

Just like the wind mentioned earlier, it is also closely related to Jiangnan Buyi. It allows clothes and fabrics to fly softly but tenaciously through the constantly changing cities and suburbs, sliding across the skin and facial features of different people, which not only gives different scenes and characters different suitable temperaments, but also highlights the infinite possibilities of the brand itself.

The title of "Wind from Jiangnan" is actually best described in the word "Zi", which gives the film a connection between action and time and space. The wind is born in Jiangnan, and the wind blows through Jiangnan. The spontaneity after the birth can lead to more nourishing and diverse changes. It just so happens that the film also traces back to the roots, using the wind attributes sublimated by the heroine herself to break through all reality and open up the five senses.

Now we can return to the clothes. From what we wear to what is blown away by the wind, these clothes are all interpreting the word "self".

It essentially becomes the spiritual embodiment of the heroine and even women. In the movie, it leads women out of the various constraints in their life experiences, helps them break free from their long dreams, allows them to fly freely more comfortably and freely, and allows them to see the cause and effect and possibilities. It contains a crisp and clever interpretation of feminism and spiritual liberation, which is quite contagious.

Relying on and breaking away from "Wind from Jiangnan", it is not difficult for us to find that this short and concise short film contains the meaning of our entire life.

It simulates contemporary urban relationships, or even interpersonal relationships, that is, those close yet distant relationships between people, and influences many choices, but also accelerates a person's cultivation of self-awareness, affirmation of self-cognition, and smooth self-acceptance.

This kind of empty joy points to the freshness, vitality and beauty of life itself, and then drives us to move away from the past that we once viewed as sad and hazy, and towards a brighter and more transparent future.

Therefore, time and space are compatible, and the same is true for people and clothes, nature, cities, dreams, and time, forming a harmonious community with each other.

This community, from "The Wind from Jiangnan" to Jiangnan Buyi, can clearly reveal its core spirit, that is, uniqueness and diversity.

To put it more clearly, it means "born from uniqueness, established in diversity".

This is the 30th anniversary of Jiangnan Buyi's establishment. When it collaborated with the FIRST Surprise Film Festival, which is also famous for its independent spirit, and invited Qiu Sheng to create a short film, this was the title that came to mind.

"The Wind From Jiangnan" needs and can interpret such an attitude, and such an attitude is exactly what Jiangnan Buyi presents all the way.

When the brand was founded thirty years ago, this designer brand company born out of an independent spirit has always been guided by this belief. This means that Jiangnan Buyi cannot and will not rely on so-called trends, commercial routines and traditions, but must go the other way, rely on intuition and art, and let the transcendent aesthetic nature lead the way forward, while deconstructing, breaking through and reinterpreting traditions, and accommodating, expressing and moving forward with the cutting-edge.

This is a design concept, a military rule, and a universal attitude towards life that allows it to go further while remaining consistent inside and out.

That also means that when designers use their keen fashion sense to create works through the language of contemporary art design, such works can also skip the fashion blooming period that will wither too early, giving different users different unique personalities, allowing designers, users, works and concepts to reach a consensus.

JNBY 24 Spring and Summer Collector

Therefore, it can always open up its own multiverse by working with like-minded creators, through cross-border collaboration and diverse expressions, and then rely on such a magnificent universe to achieve and amplify its own uniqueness.

As reflected in "Wind from Jiangnan", people, landscapes, events, and time are all independent, but there are unique stories and connections between any two or even more of them, which together form a diverse ecology that is full of vitality and charm. People can see the posture, and even more soberness and abundance. What comes to mind in the end is indeed "born from uniqueness, standing on diversity."

Jiangnan Buyi’s long-term practice of these eight words is not limited to this movie or costume design.

The brand itself has always been based on art as its core and driven by design. It promotes products and concepts, and also cultivates corresponding thinking.

Over the years, supporting and encouraging Chinese design talents and artists has been a natural action for Jiangnan Buyi. Therefore, Chinese fashion talents growing overseas will receive continuous funding, and many international and domestic artists will be nurtured by multiple non-profit art projects. What Jiangnan Buyi wants to do is to pave the ground for imagination to take root and sprout.

On this basis, we want to allow more unique artists of all kinds to work side by side. This can be seen in the cross-border collaborations between global designers and artists that Jiangnan Buyi has repeatedly launched.

JNBY 24 Spring and Summer Collector-Pleated

Today, the company's new logo is also responding to the call of a diverse era, artistically showing that as the brand explores the world, it will continue to generate mapping, change, and thinking. It has deformable artistic qualities and is full of imagination. It dynamically expresses a brand image that faces the world with an open mind, continues to grow steadily, and dares to express itself.

When it comes to external presentation, each of its major brands has its own flagship label, which is used to expand the temperament of clothing.

The modernity, vitality, interest and frankness of "JNBY", the elegance, playfulness, contemporaneity and texture of "SKU", the simplicity, precision, refinement and independence of "LESS", the freedom, imagination, happiness and authenticity of the children's clothing "jnby by JNBY", the casualness, spirit of exploration and sustainability of the children's clothing "POMME DE TERRE"... These are both the external appearance of the objects and the internal connotation of the brands.

JNBY 24 Spring and Summer Spring comes grass

In addition to the popular clothing, the places where it exists form a concept space. In addition to the exquisite layout of clothing, Jiangnan Buyi+ stores in various places have artistic creations displayed every year. Even if it is "more than a box", there are professional stylists to customize the matching. The overall fashion information revealed not only reaches loyal fans, but also builds a high-end space to attract potential consumers.

Such a huge "project" requires the cooperation of many original artists. Now, beyond the field of fashion art, in the film field, "Wind from Jiangnan" brings together musicians, painters, photographers and other artists. Everything is so natural, reflecting the harmonious realization of art without boundaries under multiple concepts.

We also need to see that "Wind from Jiangnan" is a collaboration between Jiangnan Buyi and the FIRST Surprise Film Festival to celebrate their shared unique soul, and its medium is independent film.

Its exploration of the essence of film has a highly forward-looking artistry and vast freedom, so it can break away from the commercial framework and traditional expectations, becoming an indispensable pioneering force in the film industry. This is an art form that deserves respect and is waiting to be further polished, and it is in line with the objects favored and cooperated by Jiangnan Buyi.

Judging from "Wind from Jiangnan", it does present the concept of "uniqueness" from multiple perspectives and styles.

The FIRST platform has also achieved the effect of one plus one being greater than two. Over the years, it has long been a discerning and unique vision, becoming a synonym for the Chinese Film Festival and even the pioneering and independent Chinese film industry. It plays the role of polishing pearls and has contributed a lot of talents to Chinese films, including Qiu Sheng, who won the "Best Feature Film" at the 12th FIRST Youth Film Festival.

From "Wind from Jiangnan" to the FIRST Surprise Film Festival and then back to Jiangnan Buyi, we not only see the wonderful cross-border cooperation, but also see the free and brilliant communication and integration of art itself, the independent and diverse light and its preciousness, the infinite possibilities of freedom and brilliance under the vanguard, and see the road ahead and the infinite expansion of the fork in the road.

"Allow a seed of imagination to grow into what it wants to be." Respect unique and diverse imagination, and imagination will give back. The 30th anniversary cooperation of Jiangnan Buyi is just an opportunity and a call. In the future, creations full of surprises and breaking boundaries will surely follow and bring us more adventures.