CHERNG

Founded by the Taiwanese designer Cherng-Hann Lee, CHERNG illustrates their East-meets-West philosophy with techniques such as patchwork, deconstruction, digital prints and unisex tailoring and by finding inspiration in life.

• The fashion industry has officially welcomed the digital age. How do you feel about different brands experimenting with the phygital format?

  I think the process is inevitable and it brings good results. What physicality suggests is undoubtedly the five senses, in which you need to take service and customer experience into consideration. It is the service provided in physical stores that gives people the first impression of the brand, and digitalised service is both the gentlest and roughest way to do it. While allowing customers to make choices freely, it also takes away time to get along with others and creates distance between people. Therefore, a balance has to be continuously struck between the two. As the founder and designer of a fashion brand, I cherish every opportunity to communicate with the market both online and offline, channeling the meaning and vitality of each and every design piece to our customers, whom we consider friends.

• How do you think independent brands/ young designers should prepare for the phygital transition in fashion?

  While it is important to develop individually, don’t forget to “integrate resources”, blending designing features of different brands together.  It allows you to create a stage for your brand and attract a wider audience.

• How would you describe your brand's style?

  Unisex, structured and simple.

• How do you find inspiration for your designs, which aims to combine Chinese and Western aesthetics?

  My inspirations are mainly drawn from life and through observation. To me, the difference between the East and West is just a matter of geography. From the inaction of the East to the relaxed Western style, they are all in line with the freedom I seek in life and echo with the reason I got into design. For example, my Fall/Winter 2020 collection was inspired by observing cocoons in a natural environment. It led me to think that when insects go through the stages of metamorphosis, cocoons determine whether it will turn into a success or a failure. But people tend to put their focus entirely on the successful results, rather than the process itself.

• How would you describe the fashion industry in Taiwan?

  Many may find it difficult for Taiwanese fashion designers to find the niche in the international fashion scene, considering the limitations of our resources, environment and consumer market awareness. But I believe we can take reference from South Korea, where fashion leaders would take the initiative to organise available resources in the industry, such as showcasing space layouts, route planning and advertising resources, and let designers showcase their talents freely. Competitions will bring power, and with power, there will be a market. To me, Taiwanese designers never lack creativity — they enjoy an irreplaceable sense of freedom and exude great potential. 

• What are your plans for the future?

  I will continue to work on my creations. Coming up, we have a themed concept store opening in September on the 2nd floor of Taipei Eslite Southwest store — through which we envision to keep the identity and core of CHERNG alive and strong.