Hermes joins hands with China's 63-year-old Yang Huazhen, and the 8 million remuneration has sparked heated discussions! The miracle of survival in Wenchuan** reveals the fate with Hermes.
In 2008, China experienced two major events: the Beijing Olympic Games, full of surprises and touches. In this catastrophe, people have shown"When one side is in trouble, all sides support"The spirit of unity has witnessed the strength of the motherland.
Among them, the fate of Yang Huazhen, a native of Sichuan, has also changed. As a journalist, she was on a business trip, so she escaped the disaster. However, when she saw the devastation of her homeland on TV, she was so anxious that she immediately applied for a pass to support the disaster area.
Although she was prepared, when Yang Huazhen arrived in Wenchuan, she was still shocked by the scene in front of her.
After the reconstruction, the former houses are in ruins, and the roads are full of cracks of various sizes. Countless people were crushed under the crumbling ruins, and their hoarse cries echoed above the ruins.
All this seems to have put Yingxiu Town into the situation of "the end of the world", which makes people feel suffocated. Yang Huazhen's heart is dripping blood, as a reporter in the disaster area, she is well aware of her heavy responsibility, and she must truly convey the situation here to the attention of the whole country.
During that time, Yang Huazhen recorded all this with her camera while doing her best to help the people in the disaster area. At the fundraiser, she didn't even hesitate to donate all of her savings.
However, for the huge disaster area, this help is a drop in the bucket and does not help.
The disaster is severe, and people are not only suffering from property damage, but also the loss of their loved ones and the loss of livelihoods. In the face of such a major crisis, Yang Huazhen firmly stated that she will do her best to provide financial assistance to the victims in ** to help them rebuild their lives.
But what can she do for her hometown and the victims? After careful consideration, she decided to use her expertise – Tibetan Qiang weaving and embroidery – to contribute to the reconstruction of the disaster-stricken area.
Yang Huazhen quit her stable job at the newspaper and founded the Public Welfare Weaving and Embroidery Association, which aims to teach hand-embroidery to aunts who have lost their labor. But at the beginning of the business, she encountered a lot of difficulties, the average age of the members of the association has exceeded 60 years old, not only slow learning speed, embroidery sales also encountered problems, can not pay the rent.
Yang Huazhen has a unique vision and decided to use her profound artistic accomplishment as the basis to integrate the thousand-year-old Tibetan Qiang weaving and embroidery with modern trends, which may inspire new vitality.
Yang Huazhen's innovative thinking is an important way for traditional intangible cultural heritage to continue and develop in today's society. Under the leadership of Yang Huazhen, a vivid new pattern came into being, and her companions are also doing their best to practice.
In this way, exquisite works of art are gradually presented in front of people's eyes.
The weaving and embroidery team led by Yang Huazhen has gained a valuable opportunity in a cultural tourism project in Chengdu, and with their proud craftsmanship, they can finally say goodbye to the worries of life and concentrate on promoting and selling their embroidery.
Luckily, they not only got a 170-square-meter shop for free, but they also didn't have to pay rent for the first year, which made them even more grateful and worked harder.
The aroma of wine is not afraid of deep alleys"With its unique national characteristics and continuous innovative design, the new Tibetan Qiang weaving and embroidery is deeply loved by men, women and children. In just half a year, Yang Huazhen's store turnover exceeded 1 million yuan.
She breathed a sigh of relief and decided to lead more women in the disaster area out of poverty and change their fate.
Yang Huazhen saw a successful model, so she decided to join the rural cooperative on the original business model, so that rural women can make embroidery at their own doorstep, and the company will sell it to the outside world.
This innovative model immediately aroused a positive response from the locals, and the output and quality of embroidery products increased significantly. Skilled embroiderers can earn about 2,000 yuan per month, and they can easily support themselves without going out.
Yang Huazhen's efforts have gradually brought the affected people out of the shadow brought by **. Her understanding of the traditional embroidery technique of "Tibetan Qiang weaving and embroidery" is not only derived from the influence she received since childhood, but also from her deep love for this art.
Yang Huazhen was born in August 1960 in Qiang Village, Xiaojin County, Aba Prefecture, at the junction of Sichuan and **, and the environment here is beautiful, and the towering Murdo Sacred Mountain is full of mystery and charm.
Here, Yang Huazhen was not only influenced by Tibetan and Qiang culture, but also deeply fell in love with this traditional embroidery technique.
The friendship and intermarriage between the Jiarong Tibetans and the Qiang people for generations have made the people in the village form a unique Tibetan and Qiang joint family. For example, Yang Huazhen's house fully embodies this characteristic.
The Tibetans believe in Buddhism, so the themes of their weaving and embroidery are mostly Buddhist stories and Bodhisattva statues, and the colors are relatively solemn. The Qiang people worship nature, and their embroidery themes are mostly flowers, grasses, insects and birds, with bright and bright colors.
Due to the cultural exchange and influence of the two ethnic groups, Tibetan Qiang weaving and embroidery has become a compulsory skill for every Qiang woman, whether it is the old man's headkerchief or the child's belt, there are beautiful patterns, which are dazzling.
Yang Huazhen and her family are unique in the art of weaving and embroidery. Her mother was of the Qiang ethnic group, and because her grandfather was a local nobleman and enjoyed a noble position, her maternal grandmother was able to religiously embroider thangkas at home, study stitching, and embroider with great skill.
Yang Huazhen's mother, who was also taught by her mother's words and deeds since she was a child, learned a series of embroidery techniques, and became the third generation of Tibetan Qiang embroidery in the family.
Yang Huazhen's family encountered difficulties, the family's financial conditions were poor, and they could not even afford a new pair of shoes, so they could only wear other people's old shoes on important holidays. However, instead of giving up, she had a whim: "Why not make a new pair of shoes yourself?" ”
Yang Huazhen's determination and innovative spirit are admirable.
Despite her poor family, Yang Huazhen proved with her actions that poverty cannot stop the footsteps of a person with aspirations. As the only daughter in the family, she often helped her mother with needlework and even sewed rag dolls with her own hands.
These experiences have taught her the basic skills of making shoe uppers. The mother looked at her efforts and results, although she was full of emotion, but more moved by her daughter's talent and tenacity.
So, her mother decided to teach her the skills of Tibetan Qiang weaving and embroidery. This experience also ignited Yang Huazhen's enthusiasm for embroidery, and she began to study seriously with the elders in the village.
This not only enriched her life, but also opened up new possibilities for her life.
The talented Yang Huazhen, like a gift from God, not only has an excellent memory, but also can master various embroidery skills, and his works are fine and elegant.
In order to support her family, after giving up the opportunity to go to school, she devoted herself to embroidery, sewing clothes for her brothers with her mother. To supplement her family's needs, she would sell embroidered fabrics at the bazaar and even prepare wedding dresses for the girls in the neighborhood.
Her embroidery skills have won praise from people, and Yang Huazhen has become a celebrity in the village.
Yang Huazhen has always regarded embroidery as her hobby, but she has a bigger dream, that is, to get out of the mountains and forests to see the outside world.
When she told her parents about the idea, she received their full support: "Your life should be up to you." And, you've already given so much for this family, it's time to live for yourself. ”
It is precisely because of the support of her parents that she has always maintained an innocent heart and a love for her hometown and traditional crafts in the face of disasters.
Soon after, with the private money she had saved before, Yang Huazhen gained a firm foothold in the city. The new bustling environment dazzled her and developed a strong interest in art and photography.
She taught herself a lot of books on photography, quickly obtained a certificate, and opened a local photo studio. The endless stream of customers brought in considerable income, and she became the first 10,000 yuan household in the village.
While her career was thriving, Yang Huazhen also found a husband who supported her, formed a sweet family, and reached the pinnacle of her life.
Yang Huazhen does not stop there, she is eager to go further in the field of photography. In 1994, Aba was looking for photojournalists, and Yang Huazhen's photographic skills were recognized as excellent, so she passed the exam with ease.
Since then, she has embarked on a journey through the magnificent rivers and mountains of her motherland. In the following 24 years, in addition to reporting news events, Yang Huazhen also collected more than 500 Tibetan clothing embroidery patterns and more than 20 ethnic weaving and embroidery techniques.
Yang Huazhen's love for photography comes from the depths of her heart, and the convenience of her position also gives her more opportunities. She has held several photography exhibitions and won several photography awards.
If it weren't for the accident in 2008, she might have lived an ordinary life like this. However, with her exquisite weaving and embroidery skills and philanthropic spirit, she not only helped those living in difficulty, but also brought new development opportunities for her own career.
Her career continues to climb, and at the same time, traditional culture has been better developed.
While wandering around the Wenshufang intangible cultural heritage handicraft theme block in Chengdu, a French hotel owner was attracted by the colorful and rich patterns, and decided to ask Yang Huazhen and his party to embroider a batch of hotel supplies to add luster to his hotel.
Yang Huazhen was very happy, but ** made it difficult for her, because she didn't know the price of an embroidery piece. So, she first removed the money for raw materials, then removed the 50 yuan a day salary for the embroidery girls, and finally reported ** to the French boss.
On e-commerce platforms, products** are often the key factor to attract consumers' attention. But once, after a buyer saw the product of the source network, although he was moved, he felt that it was too high, in order to ensure that both parties could benefit, the buyer sought the help of professionals to calculate a more reasonable **.
After some efforts, the two parties reached an agreement and completed the transaction at a transaction price of 380,000 yuan. In this process, Yang Huazhen worked closely with other embroiderers and worked together, and finally completed all the embroideries before the delivery deadline.
The quality of this batch of embroidery is excellent, which has been highly praised by the French boss, and has also opened up the export market for Yang Huazhen, and she has reached a cooperative relationship with a number of hotel companies.
In 2014, Japanese makeup brand Shu Uemura invited Yang Huazhen to add a unique ethnic style to the upcoming limited-edition cleansing oil using the "Tibetan Qiang weaving and embroidery" process.
Yang Huazhen had never tried this collaboration before, and instead of relaxing, she worked harder to design a pattern for Shu Uemura's cleansing oil that matched the ingredients of the Qiang camellia, and named it "Endless Life".
When Yang Huazhen nervously handed over the two designs to Shu Uemura's creative design director, the latter praised them, saying: "The unique expression of traditional Chinese culture will definitely touch the hearts of the public." ”
Sure enough, Shu Uemura's cleansing oil was well received and sold out. As a result, Yang Huazhen also received a product design fee of 200,000 yuan and a product commission of more than 1 million yuan.
Thankfully, it only took Yang Huazhen two days to design the packaging of this cleansing oil, but she was overjoyed to receive such a rich return.
What Yang Huazhen did not expect was that her craftsmanship attracted the attention of more and more international brands, and they extended olive branches to her. Among them, Starbucks wanted her to design the appearance of the Qiang embroidered Starbucks Rewards Card, and Hong Kong hair brand hairconer wanted her to design the appearance of the series of shampoos.
In 2019, the Van Gogh Museum came to the museum to buy her embroidery "Fifty-Six Flowers", and planned to exhibit it at the Van Gogh Art Experience Center in Hong Kong.
In addition to this, they also plan to print the piece on cosmetics such as lipsticks, perfumes, etc.
Yang Huazhen's exquisite embroidery has not only won the favor of international brands, but even well-known luxury brands have taken the initiative to seek cooperation. At the beginning of 2020, Hermes bought the 5-meter-long embroidery scroll "Lotus Incarnation" and the Qiang embroidery "December Flower" created by her for **, and integrated these works into Chinese-style silk scarves for sale.
In addition, 10% of the ex-factory price of each silk scarf will be used as her remuneration, which fully demonstrates the unique value and market influence of Yang Huazhen's works.
There is such a picture circulating on the Internet: luxury brands such as Burberry and LV worked hand in hand with Yang Huazhen, allowing her to receive nearly 8 million in compensation. However, instead of becoming greedy, she pushed hard"Tibetan Qiang weaving and embroidery"has attracted a large number of young talents.
She was inspired by the mountains that raised her own and created her own brand"Meldor"。Today, Yang Huazhen is the inheritor of the national intangible cultural heritage and serves as the director of the Chengdu Qiang Culture Museum.
Despite this, she maintains a spirit of constantly improving herself.
With the camera on her back, she walked through the Tibetan and Qiang gathering places, visited the places of various ethnic minorities, recorded a lot of beautiful scenery with the camera, and got a lot of embroidery inspiration from it.
She has always been committed to spreading China's traditional culture, and believes that in the near future, she will shock the world with excellent works with more national characteristics.