Zhu Ge is brilliant into the painting, and Luo Yi is as splendid as a cloud. In recent years, the influence of fashion trends has become stronger and stronger. The reporter noticed that more and more young people are focusing on the deep cultivation of traditional Chinese culture and ingenuity, such as the creative mix and match of Hanfu and modern clothing, expressing the surprise created by the fusion of tradition and avant-garde. According to fashion industry insiders, from the perspective of international runways, aesthetic trends from China are continuing to ferment in the Cruise 2024 collection, and from the perspective of the domestic market, cultural self-confidence has cultivated more diversified autonomy of consumers. Deng Zhaoping, the winner of the "Golden Top Award", the highest award for China's fashion design, said that in the future, this new national trend will extend from fashion to different cross-border fields such as beauty and clothing, and become a carrier of cultural confidence for designers and consumer groups to integrate and co-create.
Show Trends:
Chinese aesthetics collide with experimental new ideas
In recent years, as the trend of fashion movement has become more and more obvious, Chinese sports brands have also become the "veterans" of the "national trend" on the international stage. The reporter noticed that this popular Chinese aesthetic in the international fashion circle still plays a pivotal role in the new season.
At the 2024 Spring/Summer Paris show of Li Ning, China, with the theme of "Heaven and Earth of Own", the designer gave a new interpretation of the ancient Chinese proverb "Heaven and Earth are in order, and they are all in shape". In the 2024 Spring/Summer China International Fashion Week held in Beijing, leading local sports brands such as Xtep, Hongxing Erke, 361°, and Anta brought blockbuster shows, renewing their brand power in multiple forms such as new product launches, new star co-creation, and design events. Industry analysts revealed that from an international perspective, "Guochao" took the lead in seizing the market in the field of sportswear that is closer to people's lives, and the next "precipitation" will be more diversified and intensively cultivated vertical fields, such as meticulous jewelry design, fabric research and development, home decoration, etc.
Shi Ru, one of the top ten designers in Guangdong, told reporters that in the sports category that has attracted much attention, in addition to the clothing itself, shoe design is the key to success. "Taking China's Li Ning's footwear matrix as an example, the spiritual core of Guochao combines cutting-edge technology and collides with highly experimental innovations from Chinese aesthetics. In Shiru's view, the shoe type is inspired by the current wave of digital background, and the "national tide" is helping to break the traditional shoemaking ideas.
Popular Interpretation:
The popularity of "national tide" focuses on the "cultural core".
The "National Tide Research Report" released by the Institute of Creative Development of Tsinghua University mentioned that "national tide" is the sum of "country" and "tide". Industry veterans said that if you trace back to the origin, the term "national tide" focused more on "tide" in the initial stage, and more on "country" in recent years. A series of national fashion brands have entered the young market with relatively people-friendly ** and unique cultural core.
Xiao Tang, a fashion analyst in Guangzhou, told reporters that China's time-honored brand White Rabbit teamed up with the scent library to launch perfumes and RIO flower water cocktails that became popular models, and the "national tide" is affecting more and more people's shopping carts. Nowadays, buying, using, and drying domestic products has become a way of daily life for "national tide youth". The reporter also noticed that the popularity of "national tide" has three important components: one is national culture, the second is domestic brands, and the third is the young power that has been highly valued. Among them, consumers' confidence in Chinese culture is one of the main reasons for the explosion of the national trend.
According to the "Guochao Brand Young Consumption Insight Report" released by Xinhuanet in 2022, compared with 10 years ago, the "post-90s" and "post-00s" contributed 74% of the share of Guochao brand consumption in the whole industry. In the vast market of hundreds of millions of dollars, many young people show their unique personalities in forms such as cultural and creative forms, which also promotes the continuous heating up and strong growth of the national tide economy. The industry said that the national tide is a deep excavation and innovation of excellent traditional culture, and based on this premise, the rise of Made in China and Chinese brands is also helping the "National Tide" out of the circle. From the perspective of the direction of sustainable development in the future, the "national tide" will gradually shift from the outer core of attaching importance to the fashion trend to the level of deeply cultivating the cultural core.
Daily reference:
"National style sweaters, sweaters".
It has become a new favorite of young people to dress in autumn and winter
As we all know, "Guochao" dominates the field of sports style. Among them, it integrates function, aesthetics, and environmental protection, and integrates creativity and sports sensibility into a design direction, which is loved by young consumers, and sweatshirts are one of the most popular items. Cui Jie, a celebrity collaborator in Guangzhou, told reporters that in Guangzhou's daily wear scene, the sports-style sweatshirt has the role function of "attacking and retreating".
The rise of national style sweaters has become a new hot spot to make up for the workplace and casual scenes outside the sports style. Cui Jie pointed out that under the premise that the national fashion sweatshirt is still favored, the national style sweater is "rushing" in the new season with a more fashionable attitude, adding novelty to the daily wardrobe. "A few days ago, the series style of AI models wearing national style sweaters sparked heated discussions, but in my opinion, I think it is very interesting", Cui Jie believes that this just represents the love of young consumers for national fashion style, so there will be such an innovative attempt to break the convention.
Cui Jie suggested that if you want to "avoid lightning", you can try to choose the basic style with a sense of drama that is not so strong in daily wear, taking knitted fabrics as an example, the draped texture and fluffy visual effect should fit the body shape and temperament to select, and the slender and tall can choose a dress, "and the V-neck loose sweater inspired by Hanfu is more universal, and it can be matched with culottes, and you can make good use of the belt as an accessory to modify the proportions of the body shape and enhance the visual beauty." Cui Jie said.
Consumption Observation:
"National tide" will be more in line with the aesthetics of the times
In the process of rapid development of globalization, the "national tide" is becoming more and more "younger". Deng Zhaoping, the designer of the Golden Top Award, told reporters in an interview that this wave of fashion trends has a large number of young audiences, "in fact, they are consumers, and they are also supporters of traditional culture." ”
In Deng Zhaoping's view, it is currently a bright spot in the love of "Generation Z" for Hanfu. She emphasized that young people no longer care much about the design and identity labels of luxury brands and big logos, and they love more of a modern aesthetic that can please them, among which the Chinese aesthetics, which represent cultural self-confidence, set off the national tide style is the most favored. "In fact, throughout history, whether it is the clothing industry or other fields such as home furnishing, Chinese aesthetic elements precipitated by Chinese culture abound, and we have no shortage of our own luxury goods. Taking the Silk Road as an example, Deng Zhaoping said that China's silk, embroidery, porcelain, etc. used to stand on top of the world, and a more accurate expression of today's aesthetics should be "good things that have been silent for a hundred years are awakening".
It is worth noting that a scene show of Xiangyun yarn's innovative works will be held in the 2023 Nansha Olive Core Xiangyun Yarn Fashion and Culture Festival, which not only marks the re-innovation of Xiangyun yarn, which is known as the "soft **" in the clothing fabric industry, but also indicates the demand and expectation of the upcoming consumer market for the renovated intangible cultural heritage skills. Deng Zhaoping believes that with the development of the current domestic lifestyle concept of "quality life", traditional culture has not only been recognized by the younger generation in the bones, but also valued by the young trend design industry, which is equivalent to giving young designers more opportunities to explore traditional culture and integrate innovation. In the future, this new national trend will extend from fashion to different cross-border fields such as beauty and clothing, and become a carrier of cultural confidence for designers and consumer groups to integrate and co-create.
*: Guangzhou**.
Editor: Fang Liangteng.
Review: Qiao Huiqing.