BRAND IDENTITY

The Weili Zheng brand dissolves all boundaries and welcomes all forms of diversity: it revolutionizes vision of distinctions and celebrates the harmony of contaminations. The cosmopolitan essence founds the pillars of style: it arises from the founder's heritage and develops through experience of the team, which enriches the design of content with its identity melting pot geographical and creative. The inspiration for the exploration of different worlds defines the fashion proposal and draws the character of the collections. The references of culture and geography do dissolve: the suggestions are mixed in an intriguing harmony. In the background is China authentic roots: the oriental heritage weaves a subtle narrative thread made up of memories of traditional models, fabrics and images, taken from the study of authentic vintage pieces and revisited in current garments. Evocative details of the uniforms, such as the Tai Chi shirt and the suit communist work; the symbolic charm of the dragon and the colors that belonged to the greats dynasties; period fabrics and embroideries such as the noble brocades of theatrical costumes. The kimono is the signature garment: on the front it retains the refinement of the original, on the back it reveals the appeal street del bomber, as a whole it is a cultural clash and a sartorial twist. The aesthetic rules are canceled: styles are mixed and inspirations are contaminated with surprising consistency. Maximalism orients research: an eclectic triumph of details variegated assembled in mix; harmonic and unexpected matches. Imaginary in themselves distant yes they blend lightly and harmonize into a new whole: the stripes go well with i flowers, prints and patterns create a compelling kaleidoscope; fine brocades are associated to persuasive silk and technical nylon, creating curious material textures; oriental patterns they dialogue with elements in vogue in the western 70s; the colors ignite an explosion chromatic in a hymn to be dressed in bright colors. The connotation of gender, age, physicality vanishes: garments and collections have a transversal soul. The silhouette goes beyond definitions ideals of femininity or masculinity and no gender is stated: the lines are geometric shapes and accompanying shapes, the styling combines fluid fabrics with rigorously fit garments; there classic white shirt refuses a gender affiliation and wins independence. The symmetrical and oversized volumes dress any body and satisfy every taste: it is true for everything, the t-shirts with wide shoulders, the sweatshirts, jackets and coats, the trench that appears sophisticated with the dress and casual over garments with an urban mood. The convention of use disappears: the effortless versatility that emphasizes personal attitude wins. The talent of initial study is revealed in the simplicity of the final look: the garments born important for shapes, materials and inspiration, come out of the limitation of the occasion thanks to the virtue of comfort. Clothes and accessories are versatile, mixable, designed to play with styling, suitable for to be welcomed and lived in any situation: like the shirt dress, an elegant long dress that turns into a cool duster with jeans and flat shoes. It is the personal attitude that pays off the outfit that is always perfect, never worn in the same way: like the sequin trousers, which it shines on the mundane night out, but easily pairs with your breakfast sweater on the town. The creations are timeless: clothes and accessories go beyond the seasons, they are evergreen because they are designed to remain beautiful, ready to be worn again and reinterpreted. The style is distinctive and recognizable: every single garment participates in the telling of a story, every new collection is designed to continue the story.

BIOGRAPHY

WEILI ZHENG

The story of Weili Zheng fits into the cosmopolitan topicality of cultural contamination. Originally from China, she grew up in Italy where she founded the brand of the same name: in the middle, many experiences and inspirations lived on three continents. He was born in 1967 in Zhejiang and lived his childhood in Communist China: where the discipline is rigorous and the aesthetics are homogeneous, like the traditional uniform he wears, minimal and identical for all. In the meantime, she plays with fashion thanks to the garments that her grandfather sent her from the West: a first encounter with modern style that happens spontaneously. A first contact with multiculturalism which immediately reveals itself as a fundamental value. In the 1980s he settled in Bologna and experienced the
amazement of a new world: he was inebriated by the explosion of unknown colors, flavors and scents, enriched by the variety of unexpected shapes and materials. She is amazed to be immersed in beauty close at hand, where art is everywhere, from architecture to cuisine. Between Italy and abroad he experiences the meaning of diversity, and transforms it into a stimulus for positive openness. As a child she lived it on the skin, due to ethnicity: but instead of denying her roots, she made it a strength. He makes it a meeting point with the profession in fashion: he connects Western and Eastern culture, combines design with productive and entrepreneurial management, works with stylists to create bridges between different worlds. In the 90s he moved to Texas: a new continent to explore, new experiences to train and suggestions to collect. America embraces the power of the boundless dream. From the Texan culture it absorbs the mix of imaginations: such as the sand of the views, the spicy Tex Mex dishes, the Chicana identity, the free lifestyle of the Cowboys. After 10 years Weili Zheng returns to Italy, rich in a past from which to start with new projects, including the most important: to get involved with her name and surname, to be at the forefront with her idea of ​​fashion.

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