French brand Kookai: The ultimate romance in spring

The ultimate romance in spring

——Interview with Eva Cheung, Deputy General Manager of Kookai Brand

Recently, the new concept store of the French brand Kookai, which leads the fashion trend, has grandly opened in Beijing Guomao Shopping Mall. Open design, a large number of mirror glass and stainless steel and other transparent materials, brightly colored clothing and accessories shine, highlights the characteristics of each series.

In the Kookai Spring/Summer 2007 collection, the image is like a tight leather jacket worn by the heroine of Madame Peel in the British classic “Avenger”, a floral dress inspired by Italian feelings, American rock clothes, lightweight clothing from Monaco, and beaches in Miami. The attire and the XL loose clothing, together with the brilliant colors, flowers and geometric stripes throughout, are all filled with the romantic atmosphere of traveling around the world. After the show, the fashion editor specially invited the deputy general manager of the Kookai brand to co-ordinate Eva Cheung, Kookai’s overall business in China and Hong Kong, to share this spring and summer fashion experience with us.

Reporter: What makes Kookai hot in the fashion scene?

Eva: The most important is the avant-garde romantic dress style. Kookai is a very trendy brand in France. Intense colors, geometric stripes, and romantic prints have become Kookai's classic elements. This sexy and romantic fashion is by no means a small schoolgirl. Even a 40-year-old woman in France can wear Kookai's clothes. This style has also been widely recognized in the Mainland. At present, we have grown to more than 20 stores in just six or seven years and established an alliance network in China.

Reporter: What do you think the most popular style will be in spring and summer? Which clothing do you recommend?

Eva: This year Europe and the United States are very popular in two styles: one is nostalgia, such as printing, high waist design, one is futuristic, gold, silver, geometric stripes and so on. Both are very extreme popular expressions. Tights and short dresses and XL loose clothing will be popular this season. Whether it is a trapezoidal skirt or miniskirt, with a print or stripes, you can highlight the fashion style. The style of matching may be very classic top-dressing but wearing a casual high-waist wide-leg pants or narrow-fitting shorts.

Reporter: You once worked for a famous men's clothing brand. Now you work for a brand like Kookai. Will there be a difference in the clothes on weekdays?

Eva: I work in an executive suit for men's clothing. When I arrived at Kookai, my entire image ranged from hairstyles to make-ups to wearing very women. The whole person has become younger, more beautiful and more confident from the attitude to wear. This change began with some deliberate changes, and later became a natural behavior. Therefore, I suggest that you should not easily determine what you are not suitable for, and try boldly. You may have a lot of fashion potential that has not been tapped.

Reporter: Your French colleague praised you as a very sexy oriental woman. In the spring and summer of 2007, Kookai also launched a number of strapless tunics, hot pants, and miniskirts that emphasized the beauty of women's lines and cut them tightly to the chest and hips. Will you bring these very feminine and sexy elements to work?

Eva: The definition of sex is not necessarily proportional to the nakedness. It is not related to age. The sexyness of a young girl is not comparable to that of a mature woman. The sexyness of a woman is sometimes a process of gradual accumulation. The scale of wearing sexy sometimes adapts slowly. For example, the underwear I wear has a very low neckline, but I have a waistcoat outside, narrow leg pants, loose gold flat shoes, and a laminated pearl necklace. , elegance, and sex are all there.