译依 YIYI

译依（YIYITREASURE）是成立于 2020 年前后的中国女装品牌，主打东方国奢美学，主张「以衣为语，以珠为信」，把服装当作表达当代女性状态的媒介。品牌把「长期主义」写进定位：不追当季潮流，用面料、工艺与版型积累口碑。
产品线分为三条：静奢日常、意式香风与国奢高定。日常线强调可穿性与质感，香风线偏向剪裁与结构，高定线则与非遗工艺合作——上久楷、李德喜、陆美英等名家参与，把传统手工与东方纹样带进当代成衣。
2026 年 5 月，品牌在北京文华东方酒店举办六周年「时光序章」盛典，官宣演员董璇为全球代言人，并发布三大系列新品。同年 10 月，「译路繁花」全国巡展落地上海永福路 52 号，用服装与典藏珠宝的组合，把品牌的美学主张做成可步入的空间。
巡展是品牌近年最主要的沟通方式。相比投广告，它更愿意把预算放在城市里的具体空间：选一处有街区气质的场地，把服装、珠宝与花艺放在一起，请行业伙伴与老客到场。对高净值客群来说，这种场合比线上内容更有说服力，也更容易形成口碑。

YIYI (YIYITREASURE) is a Chinese womenswear label founded around 2020, built around a contemporary reading of Eastern luxury. Its positioning is long-term rather than seasonal: fabric, craft and cut are used to accumulate reputation instead of chasing each season's trend, and clothing is treated as a way of articulating how women live now.
The line runs in three directions — quiet daily luxury, Italian-inflected tailoring, and couture-level Chinese craft. The daily range prioritises wearability and texture, the tailoring range leans on structure and silhouette, and the couture range collaborates with heritage craftspeople, bringing traditional handwork and Eastern motifs into contemporary ready-to-wear.
In May 2026 the brand held its sixth-anniversary presentation in Beijing, naming actress Dong Xuan as global ambassador and releasing three collections. In October the same year its national tour opened in Shanghai, combining garments with archive jewellery in a walk-through installation. The approach is consistent: build a physical setting where the brand's aesthetic can be experienced rather than merely described. For a young Chinese label, that combination of craft collaboration and controlled retail is how it differentiates itself from both fast fashion and imported luxury, and how it converts a small, loyal client base into something closer to a community. Whether the model scales beyond tier-one cities is the question the next few seasons will answer. The tour is also a distribution strategy in disguise. Each city stop doubles as a client evening and a trade introduction, which matters for a label that sells through a limited number of doors. Rather than buying broad awareness, YIYI concentrates spend on rooms where the right people are already present, a pattern common among Chinese premium labels that grew up on social platforms and now need physical proof. Keeping that discipline as the brand expands is the real test, and it will show in how carefully new cities and new categories are added.