YU Ge'S brand ANNDERSTAND at the Fashion Scout. (Photo/provided to chinadaily.com.cn)
During the on-going London Fashion Week, Chinese indigenous designer Yu Ge will present her collection ANNDERSTAND in the Fashion Scout in London on Sunday.
"The collection is a fashion lifestyle brand that imparts a sense of fusion collaboration, beauty, uniqueness and offers the latest in cutting-edge style," said Yu Ge, founder of ANNDERSTAND and also the collection's designer, explaining that she was inspired by independent women, oriental-western fusion and soft rock music to produce design-led pieces with a confident attitude.
Yu, 31, was born in China and grew up in China and Japan. After graduating from the Parsons The New School for Design, she joined Ports 1961 and Ralph Lauren to gain design experience. After that, she worked for luxury brands such as Louis Vuitton and Gucci in the retail and merchandising department as a RTW buyer.
Fashion scout, the international showcase for fashion pioneers, is the UK's largest independent showcase for emerging and established design talent during London Fashion Week.
Many talented designers made their careers by presenting their brands at the fashion scout, including Peter Pilotto and David Koma. It also provides a platform for international designers to demonstrate their talents, such as Yu Ge.
"Preparing for the fashion scout show is intensive but extremely excited," said Yu, hoping to bring Asian/western mixed taste to an international audience.
Besides designing for women, Yu attempts to extend design in lingerie and menswear.
During the show, four pieces of lingerie designed by Yu will also be presented. It is Yu's collaboration with AtoG, a tailor-made lingerie brand.
Rong, a customized-made menswear brand, also plans to hire Yu as their designer.
