Tell us a bit about you, your background. What made you start your brand?
I am Erin, the brand manager of ERINRAE. I have been working in the industry of Chinese clothing for 20 years and have experienced the ups and downs of the market and the changes of my career during these 20 years. In 2017, together Pierre Diringer, the French senior artistic director we decided to found ERINRAE. I wanted to create a very tonal business brand in China, a simple but elegant, sexy and decent style of life. This is what we want to bring to all our consumers.
How did you come up with the name of your brand? What does ERINRAE stand for?
The brand name is a 2-part composition. ERIN here represents a woman’s true self, with simplicity, romance and an innate imagination of all the beauty of the world. I hope that every “she” is unique and every “she” is ERIN. RAE stands for Reflection And Evolution, which symbolises the wisdom of every woman and the other side of a woman’s potential, which is to keep reflecting in the process of life and evolving again after each reflection, creating a life value and wisdom that belongs to her from her life.
Can you share with us an insight into your creative design process?
For creative design, I always start from the consumer group. Every season, besides referring to the global trend, I also imagine what kind of story ER girls will tell in this season. 2021 is the first year of the “Big Girl Era” in China, and the awakening of women’s consciousness. “They pursue the freedom of choice, are independent but eager to express themselves. These attitudes and strengths are the source of my creativity, and then combined with understated luxury design elements to create the brand feeling of ER’s personality and style. My creative process is a low-key and cool romance, and rock and roll is the key word for everything.