"Foot cotton, warm, washable, not shrinking, not delicate, the key is beautiful, who wears who understands."
What is the most fashionable winter dress this year?
I guess you won't be able to imagine it.
It was popular in the 80s of the last century and is a memory in the hearts of the parents.
A touch of melodious green, the cotton wool covering the shoulders, the two hands are like this.
Despite his wind and snow, I am also calm.
It's just a military coat!
The explosion of this military coat has to start with a **.
On November 10, a netizen posted such a **:
After a cooling, in the classroom of a university in Northeast China, 8 boys dressed in green military coats walked into the classroom one after another with a smile. Their military coats were either open or tightly wrapped, instantly attracting onlookers from their classmates.
The following text is accompanied by ——It's not that you can't afford a down jacket, it's that a military coat is more cost-effective.
Soon, ** was on fire.
The comment area is full of angry praise:
Cool!Handsome!Huo Baqi!Gotta hurry up and get the whole set!"This generation of young people does not take the usual path", "I saw the heroic posture of soldiers"...
Subsequently, many similar imitations have appeared on multiple short **platforms**, and military coats and flower cotton jackets have also been derived**, and almost all of them are young college students.
Girls wear floral cotton jackets, and boys wear military coats and Lei Feng hats, perfectly blending the popular symbols of an era.
In the words of netizens, the retro temperament is very good.
CorrespondinglyDuring the Double 11 period, the turnover of military coats increased by 181% year-on-year.
The shopping platform for the entry "Fashion Army Coat" rushed to second place in real time.
The number of people who paid for military coats exceeded 100,000, and the sales of a single store exceeded 100,000.
The military coat is like this, and it is a mess.
It's really a once-in-a-millennium wait.
At this time, someone shouted, the cow exploded.
Some people are very disdainful of this
Isn't this just dressing up, posing for photos, and following the trend. ”
If you think so, you're wrong.
Now this military coat has actually entered the campus.
It is said that the men's dormitory of a college in the north has one person, and if you don't have a military coat in the school, everyone thinks you are low.
Teacher Zhao, a college counselor in Harbin, also said that the students around him are indeed wearing, especially when they are in the morning class of "eight in the morning".
And this trend is blowing from the north to the south.
At the opening ceremony of the Sichuan Nanchong Vocational High School Sports Meeting, the military coat phalanx vs the flower cotton jacket phalanx directly became an eye-catching scenery.
Even their teachers praised the clothes for being well bought:Affordable and warm and windy, you can usually wear it.
At this time, someone raised another question-
Won't you be embarrassed to wear a military coat (such a "dirty" outfit?
To this question, the children responded
"As long as I'm not embarrassed, it's someone else who is cold. ”
That's how the military coat became popular.
The fire of the military coat makes people instantly dream back to the 80s.
At that time, the military coat was also a proper top class.
At that time, the country was just opened, and the people's lives were enriched, and travel and socialization were much more lively than before.
In particular, some fashionable young people began to enter dance venues and other entertainment venues, and they had to consider the huge temperature difference between indoor and outdoor when dressing, as well as the convenience of putting on and taking off, and the means of transportation at that time were mainly bicycles.
Riding a bicycle in the wind in cold weather, which is the first choice to keep out the cold?
Only military coats of the right length are warm enough.
If you want to go out, just wrap yourself in a military coat and you're done.
How popular were military coats at that time?
From military officers to ordinary people, basically everyone will have one in their home.
In winter, the streets are full of army-green landscapes.
Even when celebrities are filming in the cold winter, they inevitably wrap themselves in a military coat.
It was not until the 90s, after the reform and opening up entered a vigorous period, that military coats were gradually replaced by leather jackets and down jackets.
Compared with those fashionable coats, the military coat does seem to have a bit of a "native old hat" meaning.
It's just a monotonous green, no style, let alone trendy.
Later, it gradually disappeared from people's wardrobes, and if you want to buy it, you can only go to the labor protection clothing store.
However, no one expected that after 30 years, Feng Shui would turn back.
The military coat has reverted to being a "fashionable model".
Why is this so?
Perhaps, the comment under ** has already unlocked the answer-
It's not that you can't afford a down jacket, it's that a military coat is more cost-effective.
Some college students who bought military coats left messages in the comment area, also to keep warm, compared to down jackets that cost thousands of yuan at every turn, isn't a military coat of hundreds of dollars fragrant?
On an online shopping platform, military coats** are generally between 20 yuan and 1,000 yuan, and the stores with the highest sales volume have top military coats** of 167 yuan. The price of down jackets is 80 yuan to more than 20,000 yuan, of which most of the ones below 500 yuan are short, and those around 1,000 yuan are very common.
Some down brands have also opened high-end lines, all of which are around 4,000 yuan.
Not long ago, a post-00 college student who just ordered a military coat told the Morning News reporter that he went to school in Northeast China and had a monthly living allowance of 1,300 yuan.
On the other hand, the military coat not only warms the body, but also protects the wallet, which is really cost-effective.
Therefore, it is not surprising that it has become a replacement.
Seeing this, I really want to say that the trend is really a circle.
So, here comes the problem againWhy is such a cost-effective military coat only popular this year?
Speaking of which, post-00 college student @Xiaozhao once shared an experience.
Born in a well-off family, Xiao Zhao is a basketball enthusiast.
In his first year of college, he was keen on all kinds of shopping and shopping, such as trendy basketball uniforms, basketball shoes, sports backpacks, and sports watches. Move back without blinking.
At that time, there was only one thought in my heart - if I didn't buy it, I couldn't live with myself, for fear that others would look down on me.
Later, he found out that in fact, these things were not very useful, and few people would pay attention to the things they wore and the name tags they carried.
He also found that his roommates' family backgrounds were actually good, but they only bought what they really needed, and they didn't have much material desire.
Moreover, with affordable sports equipment, it did not delay the joy of sports at all, and it did not hinder their confidence on the field and socially at all.
At that moment, Xiao Zhao realized, it turned out that those excellent qualities had nothing to do with famous brands.
In fact, there are not a few young people like Xiao Zhao's roommate, they have not experienced material scarcity, they are rich in heart, and they don't need to flaunt their identity through material comparison.
A girl posted on Zhihu and asked, how to dress girls when they go to high-end shopping malls so that they don't look too earthy, so that they have a sense of luxury.
One of the high praise replied: Wear it casually, and go in with a gray face.
Although this is a joke, it can be seen that more and more young people pay more attention to their own feelings than the eyes of the outside world.
I don't know if you have noticed it, I don't know when it began, young people are keen on "reverse consumption".
That is, not to pay for excessively high brand premiums, but to pay more attention to simple and practical consumer experience. In the past, it was "only buy expensive, not the right one", or "you get what you pay for", but now it is a careful budget, and affordability and cost performance are the primary considerations.
From the 9 yuan 9 Luckin Coffee beat Starbucks, to the 4 yuan a cup of Honey Snow Bingcheng out of the circle, and then to the military coat to become the top class in the cold.
You will find that this generation of young people is becoming more and more "picky" and "fine".
Behind this seemingly selective and shrewd is the self-confidence brought by spiritual abundance.
Generation Z, born at the beginning of the 21st century, happened to coincide with the most rapid development period after China's reform and opening up.
The abundance of material life and the continuous innovation and development of science and technology have made young people feel the strength of a great country.
They generally believe that domestic production is not inferior to imports, the national style is not lower than the ocean current, they do not blindly chase the trend of high luxury and foreign brands, and they will not feel inferior because they have not bought any imported products.
According to the 2022 Young People's Domestic Product Consumption Trend Report, young people are buying more domestic products than ever before. The proportion of "post-95" domestic users increased by 11% year-on-year, and the overall ratio of users who purchased domestic goods to imported goods was 17, while this figure was 1 in the same period in 20213。
These data point to the fact that young people choose domestic brands to become a fashion trend.
Since the beginning of the past two years, the return of major old domestic products to the top is also a strong explanation.
In September this year, Vitality 28 launched the "Elderly Live Group", which sold more than 5 million yuan overnight, and most of the people who supported the show were young people.
At the same time, the live broadcast sales of bee flower conditioner exceeded 25 million yuan, the sales volume exceeded 250,000 orders, and the official account increased by more than 500,000 fans.
Yu Meijing's first live broadcast sales exceeded 4 million yuan, the second time exceeded 8 million yuan, and the number of fans increased by more than 600,000 in one day.
Aside from the factors of low price, young people pay more attention to pleasing themselves in their shopping choices, pay more attention to subjective feelings, and refuse to be coerced by capital and others.
More calmness and confidence.
As netizens said, I used to think that fashion was dressing, but now I have found outThe so-called fashion is nothing more than cultural self-confidence.
Behind the popular military coat, there is a thick and vivid history of a country.
During the period of resisting US aggression and aiding Korea, it was one of the representative equipment of the Chinese Volunteer Army, carrying the memories and emotions of a generation.
In a way, it represents courage, tenacity and hard work.
Young people wear it, not only as a personality, but also as a kind of inheritance.
Like someone said:Not admiring the foreign and not flattering, not being controlled by capital, cultural self-confidence, and blood awakening, this is what makes the people have faith and the motherland has strength.
That's what fashion really is.