We recently caught up with Cairn Wu, the founder of Kaileeni, to discuss her designer brand as well as what is happening in the Shanghai fashion scene. Growing up in California, Cairn has brought her appreciation of vintage design to Shanghai and hopes to be part of China’s rapidly evolving fashion scene. Cairn gives us her take on the flashy fashion of emerging markets and tells us what she finds inspiring in Shanghai.
Tell us about the Kaileeni brand.
Kaileeni brand is Vintage inspired Contemporary American Brand originated in California and Shanghai. We also do one of a kind pieces for loyal customers. Last year we had a flagship store near Xintiandi. We currently operate from a small studio by Fuxing park.
What made you come to China to start a fashion brand?
We came to Shanghai because China, in itself, is an emerging market and Shanghai is opening its doors to different kinds of art and style. Vintage here is not very prevalent but I believe they will learn and grow to appreciate the beauty in it. A lot of China is very old and ancient and we see that they are trying to in a way “catch up” and that applies to their arts, fashion, style. They have a mindset that new, shiny, flashy is what expresses up-to-date, upper class, modern (such as in Russia) but they don’t realize that there are amazing things in old, vintage, classic things. This is true in fashion. If you notice in fashion, emerging markets, new money is always shown off with bling, flash, bright, tackiness that only time can dissolve. Eventually the people will learn subtly and evolve in style. That’s why we’re here, to help that evolution.
What type of designs are local Chinese consumers looking for these days? Any trends that you are seeing?
As for as trends go, there will be an eventual shift away from clashing colors to more western influence. Change is so fast here in Shanghai that the people cant helps but be curious in how Westerners dress and act and have started to emulate. Westerners have a slight vintage aesthetic that Chinese will soon appreciate. I see this shift toward classic, designer fashion, with an infusion of street individualistic style.
What do you think of the local Chinese fashion designers? Any particular designers that you recommend?
As far as other designers go there aren’t a lot of popular ones here. Therefore, there is a market for a top designer to win the hearts of the Chinese. I think if anything, Chinese will embrace the Chinese-American designers that are emerging today such as Phillip Lim, Derek Lam, and Richard Chai. As far as Chinese born designers, I think Helen Lee of INSH has done a great job molding her brand to fit the needs of her forward thinking Chinese customers
What inspires you about Shanghai?
Two things that are awe inspiring. Im inspired by old china. I visit exhibits because before the revolutionary war the Chinese were so advanced in many ways but most significant to me and my line of work is obviously in the arts. Because Kaileeni clothing is slightly retro and vintage inspired we get a lot of ideas and resurrections of clothing from just plain old times.
Secondly, there is an emotional surge that comes from looking at what they had prior, and what they are trying to do now. They’ve been closed off for so long and now they are looking to catch up with the rest of the world so that they are not left behind. They are still a lot of issues that the Chinese must overcome but its inspirational how eager they are to learn, their openness, and drive to be up to par with the rest of the world.
Thanks Cairn!
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