Chapter 108 This Qinghe Ancient Town is truly...
Liu Yu chuckled twice: "Don't tell He Yan that I said that."
He and He Yan have been busy with their own things lately and haven't had much of a chat. He only knows that He Yan has ordered two dresses for herself, but he doesn't know the specifics. Of course, He Yan will probably keep it a secret from him for the sake of a surprise at the wedding.
Han Yunshang smiled and said, "Of course not."
Lu Xiaoqi humbly asked him for advice on some of the tricks of the trade in the fashion industry.
She is the behind-the-scenes boss of Qinghe Textile. Liu Yu has high hopes for Qinghe Textile and feels that Lu Xiaoqi is honest and unpretentious, completely different from the people he has met before. Therefore, he is willing to talk to her about some of the operating rules of the fashion industry.
In addition, the food at Song Sao Fish Restaurant is really delicious!
He and a group of fashion editors who needed to maintain their figures couldn't resist indulging their appetites, and one of them even ate half a bowl of rice that night!
When I get back, I must ask for Mr. Lu's help to come and eat here again!
"...You might think that one million for He Yan is a lot, but in the luxury goods industry, it's just an entry-level price for a custom-made gown. In established European haute couture houses, the labor cost for a heavily made dress alone can be as high as hundreds of thousands of euros. Add to that the top-quality fabrics and jewelry embellishments, and it easily exceeds one million, and in extreme cases, it could even be US dollars."
The more Lu Xiaoqi listened, the more she felt that she had really lost out by accepting that million.
Liu Yu seemed to have read her emotions. He picked up a piece of the signature squirrel-shaped mandarin fish made by Aunt Song, swallowed it with a satisfied smile, then put down his chopsticks, wiped his mouth, smiled slightly, and said seriously:
"However, Ms. Lu, Ms. Han, let's get back to the main point. If your ultimate goal is to create a Chinese luxury brand, I don't think it's necessary to elevate it to such an unattainable level. Those old-school haute couture brands in Paris that sell such high-priced clothes only make about a hundred garments a year to serve roughly two thousand people worldwide. That model is no longer viable. In recent years, many have either gone bankrupt and been acquired, or simply disappeared. Those that are still surviving are supported by other ready-to-wear lines."
"On the contrary, some custom-made dresses with more reasonable prices, such as those from new fashion houses in Lebanon and the Middle East, are emerging. Many people would be willing to spend hundreds of thousands of RMB to own a custom-made dress."
Lu Xiaoqi and Han Yunshang listened thoughtfully.
She couldn't help but ask, "Is one million really that high?"
Liu Yu smiled and shook his head: "Well, it could be higher, but for this order, it's actually reasonable."
Lu Xiaoqi: ? ? ?
"What is a luxury brand?" Liu Yu asked, his gaze sweeping over the people present.
He was just asking casually, but the fashion editor next to him, who was engrossed in eating, reflexively looked up, still chewing something, and said indistinctly but firmly, "They are dreamers."
Liu Yu: "...Is this a conditioned reflex?"
After he finished speaking, everyone couldn't help but laugh.
Liu Yu continued, "That's not wrong. Luxury brands are essentially top-tier dream makers. They never just sell the products themselves, like clothes or bags; they sell meticulously woven dreams. The brand itself is a dream builder, using stories, scarcity, prestige, and top-quality materials and craftsmanship to create dreams."
"This dream brings its consumers a sense of identity, a sense of class superiority, and the psychological satisfaction of 'I am different'."
Han Yunshang was repeatedly pondering these words.
When she was in the palace, she never had to worry about these things. Everything was regulated, and the best things in the world were sent to the palace. She didn't care about the cost or the profit. She was cautious and meticulous, just to avoid the ubiquitous power struggles within the palace.
The situation is more complicated now, and she needs to be cautious and consider more factors.
But these two feelings are completely different. In the past, Han Yunshang only felt annoyed and just wanted to live a low-key life in order to return to her hometown and spend her old age in peace. But now she felt excited. The suppressed ambition in her body seemed to have emerged, and she even had a desire for it.
“You have top-quality raw materials and craftsmanship. That’s your advantage, your unique moat, and the core strength of luxury goods that is hard to imitate or replicate.” Liu Yu analyzed rationally, then made a big turn, “Based on this advantage, one million for two dresses might only cover the cost of craftsmanship, leaving very little profit.”
"But who is He Yan? She has her own built-in audience. Her wedding has attracted the attention of countless media outlets and netizens. It will definitely trend on social media and be discussed for a long time. Her choice on that day is the first and most powerful 'dream' story woven for your brand."
He smiled and said, "You know, many newly established custom tailoring studios are very willing to customize a wedding dress for her without charging her a penny."
It can be considered as using the traffic generated by He Yan's wedding to conduct a major publicity campaign.
Lu Xiaoqi nodded slightly. Of course, they had considered this when setting the price. However, they never considered charging nothing, because they were very clear about their own capabilities and future plans, knowing that even without this opportunity, they could gradually build up their business.
“It’s just that He Yan has high standards and doesn’t appreciate those things,” Liu Yu shrugged. “From that perspective, she genuinely likes your designs and craftsmanship. Miss Lu and Sister Han, please don’t misunderstand, I didn’t mean to be offensive…”
Han Yunshang immediately replied, "Editor-in-Chief Liu, we understand."
He was telling the truth.
It is very difficult for any new brand to break into the market and gain a foothold.
“I have complete faith in your workshop,” Liu Yu said with a smile. “From that perspective, I think one million is too low. Your value shouldn’t be limited to just the cost of materials and labor.”
Liu Yu pointed out the window towards the workshop, "Kesi (silk tapestry), gold-embroidered silk, peacock feather weaving, Song brocade... these techniques are top-notch globally, and those who truly master them are extremely rare. This is what I just mentioned, the core advantage you possess: top-tier craftsmanship and scarcity."
"But now, you're missing a story and a halo. With that, consumers will be willing to pay more for the extra part, that is, the 'dream' woven for the brand!"
This is what brand premium means.
Their magazines are part of the process of helping brands create their dreams, making those dreams more beautiful, grander, and more widely disseminated.
Liu Yu had unknowingly finished the plate of squirrel-shaped mandarin fish. Strangely, he had never really liked sweet fish before. "Trust me, once the magazine is on the shelves and He Yan's wedding is over, your workshop will no longer be unknown. At that time, the price will no longer be this high."
He didn't ask for much. A designer studio like this can't afford to buy covers and spend money on advertising like big brands. He just wanted to be able to borrow clothes from them regularly.
There's also Qinghe Ancient Town. Liu Yu has a feeling that this won't be their only collaboration.
After the meal, Lu Xiaoqi and Han Yunshang, as the hosts, took them to the entrance of the ancient town.
After their car left, Lu Xiaoqi finally breathed a sigh of relief and became more cheerful.
While you can learn a lot of information at these dinner parties, they are also quite tiring.
She turned her head and saw Han Yunshang beside her, and immediately grasped the other's hand warmly: "Sister Han, I'm entrusting this matter to you! I believe in you, you can definitely lead the textile workshop to become bigger and stronger, and create new glories!"
A row of question marks floated above Han Yunshang's head: ? ? ?
No, she hasn't even told Miss Lu that she wants to give it a try and see how far she can take the textile workshop. She hasn't figured out how to bring it up yet!
Lu Xiaoqi said sincerely, "Really, you can do whatever you want. I'll provide the money and manpower, but I won't be involved in the specific operations. If it really doesn't work, you can contact Su Jun. Don't worry, the ancient town will fully support you in terms of money and manpower!"
She had just listened to Liu Yu talk for most of the day, and realized that running a brand was not a simple matter. Towards the end, she started to get a headache and immediately realized that she was not cut out to make it in the fashion industry, nor did she have that much time.
Therefore, professional matters should be left to professionals.
It's Han Shanggong!
Having served as a court lady-in-waiting, she should be more than qualified to do this job!
Looking into Lu Xiaoqi's trusting eyes, Han Yunshang felt a surge of warmth in her heart—since arriving here, Miss Lu had always given the textile workshop whatever it wanted, completely letting go of her and trusting her completely.
"Miss Lu, don't worry, I will definitely do my best!" Han Yunshang promised.
A scholar will die for one who understands him!
The next day, Liu Yu and his colleagues brought the clothes they had borrowed from various brands to the textile workshop. He and Han Yunshang agreed to use it as a base during the filming of the blockbuster.
The textile workshop was large and had plenty of space, so Han Yunshang set aside a workspace for them. Liu Yu and the fashion editor had the fitting models try on various outfits, while the photographer wandered around the workshop taking pictures—Liu Yu not only wanted to shoot a cover story here, but also wanted to do a feature on Qinghe Textile.
Han Yunshang naturally agreed happily.
Some tourists who came to the workshop for classes also saw Liu Yu and others. Some who were interested in the fashion industry even recognized Liu Yu and excitedly posted about it on social media.
Soon, news that Fashion Magazine was planning to shoot a photoshoot in Qinghe Ancient Town spread throughout the fashion industry.
The offices of the Shanghai-based "Modern" magazine.
Modern and Fashion are long-time rivals, with similar positioning and sales figures, and are known as the two giants of the fashion industry.
A snicker came from the editor's office: "Liu Yu wants to shoot a film with a traditional Chinese style theme? He really hasn't changed his mind."
The fashion editor asked, "I remember his last fashion disaster was with that international style outfit, right?"
"Yes, it's been ridiculed for looking cheap, like an old relic from the Qing Dynasty."
That's why I say he truly hasn't changed his original intentions.
"It might not be that they haven't changed their original intentions, but rather that they've run out of ideas. The 'traditional Chinese style' trend was all the rage a couple of years ago, but now people are already tired of it. The market needs new things, not recycled content!"
While traditional Chinese style is popular, from their perspective, it's all the same old stuff, lacking innovation. Besides, there are only one or two truly successful domestic brands, so it's getting a bit tiresome.
"Ancient town + workshops sounds very artistic, but if not photographed well, it will just look like a high-end farmhouse or a movie. Tsk tsk, if the anniversary issue is messed up, it will be ugly."
"Could it be that he couldn't borrow any haute couture clothes?"
A knowing chuckle rippled through the office, tinged with schadenfreude. Which magazine doesn't spend its entire budget on its anniversary celebration? From the selection of models to the photographers, the clothing, and the jewelry... everything has to be top-of-the-line.
"How could that be? Although *Fashion* magazine hasn't sold as well as we have in the past six months, it shouldn't be that we can't borrow a few haute couture pieces. It's just that Liu Yu, who prides himself on being high-minded and wise, took a risky and unconventional approach." The editor-in-chief of *Modern* magazine smiled. "Have we finalized our staff for August yet?"
August marks the anniversary of the first issue of "Fashion" magazine.
"It's confirmed. This is the first time a very popular celebrity will be featured in our magazine, and fans are really looking forward to it."
"Alright." The editor-in-chief patted his subordinate on the shoulder. "Do a good job and teach 'Fashion' a lesson!"
Liu Yu knew, of course, that his choice was somewhat risky, but after working in the magazine industry for so many years, he felt that the fashion and clothing sectors needed something new. He was determined and, once he made the decision, he devoted himself entirely to it.
While the fashion world was criticizing, he was in a textile workshop looking at some looks created by fashion editors.
“These two, I feel like they’re missing something…” Liu Yu said, resting his chin on his hand and frowning.
The fashion editor was equally dissatisfied. The two studied the model for a long time, when the editor suddenly clapped his hands: "Is it because of the accessories?"
Liu Yu suddenly realized: "That's right, these two outfits don't really match in terms of style."
They took this photoshoot very seriously, borrowing jewelry that included both current and classic pieces from international luxury brands, as well as several haute couture pieces. They even had bodyguards accompanying them when they went out.
Some combinations turned out amazing and were actually useful, but there were two that they couldn't find that were quite right, no matter how hard they looked.
The outer room.
Han Yushang walked past the carved window of their studio with lighter steps.
"What's wrong?" Han Yunshang looked at her increasingly unruly younger sister with amusement.
Han Yushang pointed behind her and whispered, "It sounds like they're arguing..."
She had initially wanted to peek inside out of curiosity, but when she noticed what seemed to be an argument inside, she didn't go in and simply turned around.
"A dispute? Did things not go smoothly?" Han Yunshang asked casually.
Han Yushang shrugged: "I don't know, it seems like they're not so satisfied with the jewelry they brought."
Han Yunshang nodded, not really caring. It wasn't something she could help with anyway... Wait, she looked up, her face glowing.
Jewelry?!
Liu Yu scratched his hair in frustration, looking at the Song brocade fabric flowing with silver light on the model, and the woodenware and silk threads in the workshop that had been imbued with the marks of time. He felt that he needed a piece of jewelry that could resonate with them, something warm, handcrafted, and historically significant, to add the finishing touch.
It can't be too modern; minimalist, cold lines and atmosphere don't match. But it also can't be too Chinese in style, like jade bracelets or beaded necklaces—that would be too everyday and not fashionable enough.
Gold jewelry?
Isn't it a bit tacky?
After discussing the matter with his team and trying several times, Liu Yu felt uneasy and decided to go for a walk outside. Seeing the textile workshop staff focused and calmly doing their work, his troubled emotions seemed to be soothed.
"This is truly a perfect place for self-cultivation," Liu Yu thought to himself.
He planned to talk to Han Yunshang. Han Yunshang's emotions were too stable, just like this place; being around her brought a sense of peace.
Before he could even get there, Han Yunshang walked in lightly, carrying a small, dark rosewood box. Her eyes lit up when she saw him: "Editor-in-Chief Liu, I was just about to look for you."
Liu Yu was taken aback: "Did Sister Han need something from me?"
Han Yunshang placed the sandalwood box she was carrying on the workbench and said with a gentle smile, "Excuse me, I just happened to overhear your discussion. It sounded like you were worried about accessories?"
“Yes,” Liu Yu smiled wryly, not taking it to heart, “We had two looks, but we couldn’t find one that matched the style.”
"Perhaps..." Han Yunshang's voice carried a hint of barely perceptible probing, "Could Editor-in-Chief Liu take a look at these?"
As she spoke, she opened the wooden box. The box itself was extraordinary; the sandalwood grain was as delicate as silk, the patina was warm and lustrous, and the four corners were inlaid with small, polished, rounded silver cloud-patterned corner protectors, exuding a low-key elegance.
Liu Yu's gaze was instantly drawn to it.
Upon opening the box, he found it lined with a dark blue velvet lining. When the items on the lining came into view, Liu Yu almost held his breath!
Han Yunshang secretly observed his expression and breathed a sigh of relief—it seemed that she had made the right move!
After overhearing their dissatisfaction with the accessories, she suddenly remembered that there were goldsmiths in their ancient town! The goldsmith family used to make jewelry and headdresses for the palace, and their craftsmanship was superb.
Because the materials are expensive, she can only make some cheap and simple silver jewelry to hang in her creative shop and sell. Because of her excellent craftsmanship, it sells quite well. But she knows that the goldsmith still wants to make the kind of designs that allow him to fully utilize his skills, and it has been almost a year since he last made a few.
But Han Yunshang had seen it, and in her opinion, it was definitely a good thing!
So she rushed over to the goldsmith and picked out a few of the hand gestures they had made. If they could be featured in Liu Yu's magazine, it would benefit both the goldsmith and Qinghe Ancient Town.
Liu Yu looked at the contents of the wooden box; there were three items in total.
A filigree inlaid velvet flower hairpin, the main body of which is made of gold and silver wires as fine as hair, which are delicately coiled into a graceful and flowing flower branch using the filigree technique. On the flower branch, there are tiny hibiscus flowers that are exquisitely carved from pink tourmaline and light purple crystal. The petals are as thin as cicada wings, with clear textures, and the flower center is even adorned with a few tiny gold beads as stamens.
The hairpin is exquisitely crafted, light and graceful, as if it had just been plucked from a branch.
Before he had even finished looking at them, he immediately called over the rest of the team: "Come on, take a look at these."
"Wow, so beautiful!" The editors had seen countless haute couture jewelry pieces, but they were still amazed by these few pieces with a purely Chinese style.
Han Yunshang said with some pride, "These are the works of a goldsmith from our ancient town. His surname is Jin, and his ancestors were craftsmen who made gold and silver jewelry for the royal workshops for generations. Some of their old skills are hard to find outside. These are some small things he made in his spare time. I think they are quite exquisite, so I brought them here to show you."
He deliberately spoke it down lightly, but it meant something else entirely to others.
The Imperial Workshops! Lost traditional crafts!
“I think this goes well with that floral dress!” The editor professionally put on silk gloves and picked up a simple accessory from inside.
It was an armlet about two fingers wide, engraved with lotus patterns.
Its material is a thick, warm-toned red gold. The surface is not smooth, but rather hand-carved with extremely fine chisels, creating layers upon layers of three-dimensional, full-bodied lotus scroll patterns. The lotus flowers are either in full bloom or still budding, with the lotus leaves unfurling, the lines flowing and full of power. There are no gemstones set in it, but the intricate and exquisite chiseling technique and the inherent weight of the red gold itself are enough to captivate the viewer.
Liu Yu's eyes lit up: "Not bad, the floral skirt is graceful, this one is simple yet exquisite, it can create a sense of contrast."
What caught their eye most was a gold hairpin.
That was no ordinary gold hairpin.
The hairpin wasn't made of ordinary flowers, birds, or animals, but of a palace!
It is only the length of a palm, yet it condenses an elaborate and magnificent aerial palace into a small space. It is resplendent with gold and dazzling with gemstones, but it does not appear vulgar or ostentatious. On the contrary, because of the transparency of the filigree and the ingenuity of the structure, it presents an ethereal and otherworldly beauty.
"A filigree and jewel-encrusted gold hairpin depicting pavilions and towers," Han Yunshang explained. "This is Master Jin's ancestral secret technique, something you won't see anywhere else. It uses gold and silver wires finer than a human hair as the framework..."
Gold and silver wires were coiled, welded, and woven into an exquisite two-story pavilion! The ground floor is a veranda with open windows on all four sides and fine railings; the upper floor is a palace with upturned eaves and corners, and the chiwen and ridge beasts on the roof ridge are clearly visible, and you can even see the layering of the tiles!
The pavilions are not solid; rather, they are created using filigree techniques to achieve an airy and transparent effect. Intricate gold wire mesh forms the walls and window frames, allowing glimpses of the internal beams and pillars through the windows. The pavilions are connected by winding, exquisitely crafted covered walkways, also made of filigree, and even a small, gracefully arched bridge spans between them!
"So delicate, and inlaid with gemstones?" The editor exclaimed in amazement. "This craftsmanship is enough to make even high-end beads."
In this magnificent miniature wonderland, various finely cut tiny gemstones are scattered throughout—the glazed tiles of the palace are simulated by inlaying tiny rectangular emeralds and blue topaz, which refract warm turquoise and lake blue under the light.
The vermilion pillars are inlaid with tiny rubies, making them bright and eye-catching.
The pillars of the covered walkway, the bridgeheads of the arched bridge, and even the eaves are inlaid with pearls or colorless crystals the size of rice grains, like condensed dew or stars.
What's most amazing is that on one corner of the highest eaves of the palace, there hangs a pure gold bell the size of a sesame seed! It's suspended by an extremely thin gold chain that's almost invisible to the naked eye, so exquisite it's unbelievable!
Han Yunshang felt that even in her time, this hairpin would have been a rare treasure in the palace.
Liu Yu asked cautiously, "Can I touch it?"
Han Yunshang nodded: "Of course, it's made to be worn. If it can only be displayed, wouldn't that be putting the cart before the horse? Just make it lighter."
Liu Yu held his breath and carefully touched the filigree corridor connecting the upper and lower pavilions with his fingertips. The corridor, along with the entire upper pavilion, trembled slightly and elastically, as if it had been touched by a gentle breeze.
He imagined that when the person wearing it walked, the slight movement of their hair would cause the entire golden building to sway gently, and the small golden bells on the eaves would even make a soft tinkling sound.
"I've seen many exquisite and intricate jewelry artifacts in museums," Liu Yu exclaimed in amazement. "I never imagined I could see jewelry made with such high-level craftsmanship in real life!"
He had seen countless top-tier jewels, such as Cartier's panther and VCA's invisible setting, all of which could be considered the pinnacle of modern aesthetics and craftsmanship. But the hairpin before him was a miracle born from ancient Eastern wisdom and unparalleled handcraftsmanship.
Looking at the shocked expressions on their faces, Han Yunshang's eyes flashed with understanding and even greater pride. She said softly, "Master Jin said this hairpin is from the 'Linglong Pavilion' series, and it's also his most prized work. It was inspired by the poem 'The Jade Capital in the Sky' by the poet Li Bai."
This is the "Heavenly Jade Palace" that goldsmiths dream of, and it is also the condensation of their life's work.
Liu Yu chuckled and shook his head at his editor, saying, "You know, those foreign jewelry brands always trace their history back to saying they've been used by royalty for hundreds of years... But look at what our Chinese heritage has passed down, in which aspect are we inferior?"
My ancestors were never wealthy; they couldn't have made something like this.
This kind of craftsmanship and aesthetic is nurtured by generations of wealth and privilege.
The fashion editor was even more excited: "I've already figured out what outfits I'll pair it with!"
"This is it!" Liu Yu's voice was filled with unwavering certainty.
This ancient town of Qinghe is truly his lucky star!
He wasn't unaware of the rumors circulating in the fashion world these past few days; some of them were even being spread directly to him!
This was why he was a little unsettled just now, but now he is calm and even a little excited.
Those who were waiting to see "Fashion" magazine make a fool of itself are in for a rude awakening!
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