China News Service, Nanchang, February 5th: The national trend "makes noise" in the New Year, traditional culture promotes "new Chinese style" clothing
Author Zhu Ying
A coat is paired with an embroidered cheongsam, a knitted sweater is paired with a horse skirt, a buttoned jacket is paired with casual pants... The Spring Festival of the Year of the Dragon is approaching, and traditional culture has promoted "new Chinese style" outfits, ranking firmly at "C" in this year's "New Year's jersey" position", setting off a wave of national trends to "bring about" the New Year.
There is no strict definition of "new Chinese style". In the eyes of many consumers, any design style that mixes Chinese elements with modern trends can be considered "new Chinese style" clothing.
On the Chinese social platform "Douyin", the topic "New Chinese Style Outfits" has been viewed more than 10 billion times; on "Little Red Book", in the past month, there have been more than 43,200 notes on the topic "New Chinese Style Outfits", with a popularity value exceeding 94.38% of the dressing words. During the Douyin e-commerce "New Year Festival" from January 13 to 28, sales of "new Chinese style" clothing increased by more than 21 times year-on-year.
Reporters recently visited a number of shopping malls in Nanchang, Jiangxi and found that many clothing stores displayed "new Chinese-style" clothing in prominent positions. "This dress has cloud brocade dark patterns and dragon elements on it. It is a hot-selling style in our store during the New Year." In a large shopping mall in Honggutan District, Nanchang City, an Adidas clothing store clerk told reporters that as the Spring Festival approaches, clothing with "Chinese" elements has become popular and sales have increased. considerable.
Why do consumers favor “new Chinese style”? The horse-faced skirt has become the best choice for consumer Cai Cai's "New Year's shirt". She told reporters, "Compared with ordinary coats and skirts, Chinese-style items are both suitable for the occasion and daily life. They are fashionable and noble when attending parties, and they are generous when meeting elders. Appropriate".
The picture shows a customer choosing "new Chinese-style" clothing. Photo by Zhu Ying
Walking into Tengwang Pavilion, a famous building in Jiangnan, many young people wearing Chinese-style elements such as buckles, slanted plackets, and stand-up collars were visiting or taking photos. Cheng Min, a post-2000 college student wearing a black buttoned jacket and colorful satin skirt, told reporters that in order to welcome the New Year, she specially bought "new Chinese-style" clothes to take photos. "I used to take photos for Christmas, but now I find that Wearing Chinese clothes to celebrate the New Year is a romance unique to the Chinese, and it can be used as my Spring Festival New Year photo."
The picture shows two tourists wearing horse-faced skirts taking photos in the Tengwang Pavilion scenic area in Nanchang, Jiangxi. Photo by Liu Lixin
The growth of consumer demand has also brought unlimited business opportunities to the upstream supply side. Under the trend of "new Chinese style" dressing, various clothing brands have also made efforts to combine traditional Chinese culture with their own products and launch seasonal items with a "Chinese style trend" for the New Year.
At Jiangxi Xuanxuan E-Commerce Co., Ltd., located in the clothing town of Gongqing City, Jiangxi Province, master craftsmen are rushing to make "new Chinese-style" clothing. Red fabrics, dragon element embroidery, and peony patterns set off a strong New Year flavor. Zheng Haowen, general manager of the company, told reporters that "new Chinese-style" clothing has become more and more popular in the past two years, with more and more orders. Currently, the company has very little inventory left from the year before.
Wu Wanjing, the representative inheritor of Xiabu embroidery, a national intangible cultural heritage project, said that the increasing demand for "national fashion" clothing has also made intangible cultural heritage products with cultural connotations and design-driven sales popular. "Xiabu embroidery also focuses on products. The clothing and peripheral products are loved by all walks of life, giving the intangible cultural heritage a new look.”
"From old-fashioned and difficult to match to fashionable, consumers' sense of identity and pride in traditional culture continues to increase, which is the biggest driving force for the popularity of 'new Chinese style' clothing in the New Year." Min Yue, a professional designer in China and a professor at Jiangxi Institute of Fashion Technology, said In recent years, the rise of the "new Chinese style clothing" trend has promoted traditional Chinese aesthetics and pushed "Chinese style" out of the "international style." "At present, the use of new Chinese style elements in clothing design has become the new favorite of international fashion. This This trend will continue for some time to come.” (End)