To speak of recent trends, "New Chinese Style" must have a name. When traveling, shopping, and even going to work, you can see young people wearing Chinese elements such as buckles, diagonal plackets, and stand-up collars.
The Spring Festival is approaching, this wave of enthusiasm continues to rise, and the "new Chinese" costumes containing traditional national style elements are particularly appropriate, and are regarded as "New Year's robes" by many people.
What exactly is "New Chinese Style"? How did it get on fire?
Everything can be "new Chinese".
In fact, there is no precise definition of the so-called "new Chinese style", and those clothes that combine traditional Chinese elements with current aesthetic trends can all be classified as "new Chinese style".
The "newness" of the new Chinese style is mainly reflected in the mixture of traditional Chinese elements and modern aesthetics in any aspect such as style and fabric, making it present a form that is both elegant and in line with the modern trend. Different from the Hanfu that strictly pays attention to the shape, the new Chinese style is more innovative and bold in the overall design, with the suit with a stand-up collar, the cheongsam with puff sleeves, and the knitted sweater ...... with tie-dyeing technologyIt is in line with the saying in the fashion circle, "everything can be new Chinese".
Some of the new Chinese hot elements.
Online popularity has skyrocketed, and the new Chinese style dominates the wholesale market.
Open the social software, celebrities attending events are wearing new Chinese style, fashion bloggers recommend new Chinese style in short **, and ordinary users are also "planting grass" to discuss hotly.
As of the beginning of February, on the Xiaohongshu platform, there were more than 2.6 million notes related to "new Chinese wear", and the new Chinese New Year's clothes were called the "new three things" of New Year's goods; On the Douyin platform, there are a total of 10.2 billion times under the topic of "new Chinese wearing"**; According to data from an e-commerce platform, the search volume of "new Chinese" has increased by more than 200% year-on-year in the past two months.
Screenshot of Xiaohongshu.
According to an interview with the merchants of Hangzhou Sijiqing Clothing Wholesale Market, recently, from the New Year's clothes worn by children to the sweaters and down jackets worn by **, new Chinese clothing has become the mainstream of the entire wholesale market. "Now the 'new Chinese style' accounts for 80% of the audience, and some orders have been lined up for ten days and half a month. At the same time, the number of orders from many related enterprises has soared, such as more than 100 manufacturers in Xucun, Haining, who are engaged in new Chinese-style related industries, with a daily output of 30,000 meters of fabric.
The once "old-fashioned" outfits, how do they make young people "really fragrant"?
It is worth noting that, similar to the popularity of Hanfu, the main consumers of this wave of new Chinese clothing are also young people, with nearly seventy percent of those aged 18-34. The Chinese outfits that were once disliked as "old-fashioned" and "outdated", why do young people "really smell"?
The first is the change in the direction of the industry. As a fashion vane, celebrities who used to attend events to "roll" their outfits often competed in the "haute couture" of the world's first-line brands, or the "first wear of the super season" before the official release of the clothing, but now more and more people choose the new Chinese clothing of niche brands to appear, find another way, and the topic is full. The frequent "bringing of goods" of public figures has made the new Chinese trend deeply rooted in the hearts of the people. According to the author's incomplete statistics, as of press time, there are 86 topics on Weibo that contain "celebrities + new Chinese wear".
Good looking and unique, easy to wear and inclusive. The most important reason why the new Chinese style can be accepted and loved by young people is that it has enough beauty. It is rooted in the excellent traditional Chinese culture, forming a rather individual aesthetic characteristics, which are visually distinguishable from other styles, in line with the unique personality pursuit of the younger generation. In addition, the cutting of new Chinese clothing tends to be loose and daily, which is very tolerant of the figure, and is not as exaggerated and grand as traditional clothing. With the main "unprincipled", the button-down leather jacket is layered with a hoodie, the Song Jin jacket is paired with jeans, and the knitted sweater is paired with a horse-faced skirt.
Behind the "awakening of Chinese blood" of this generation of young people, which netizens jokingly called, is actually the recognition of traditional culture and aesthetics by young people. This generation of young people grew up in the era of strong national strength, the cultural self-confidence and national identity are almost innate, and they also have a high degree of acceptance of new things, and more and more young people are willing to use traditional culture as a new way to express their attitudes, which is in line with the popularity of the national tide and the rise of domestic brands in recent years.
New Chinese Style +", the new wealth code?
It is reported that new Chinese clothing has become popular in a small range of circles since the end of 2021; In 2022, it will become the third place in the "**Tmall Apparel Industry Trends*** Nine Styles" that year, and enter Xiaohongshu's "Top Ten Life Trends in 2022"; In 2023, the market size of new Chinese clothing will reach 1 billion, and the GMV (gross merchandise transaction) growth rate of related products has exceeded 100% in the past three years; At the beginning of this year, Tmall Apparel released the core trend style of 2024 spring and summer, and "cold new Chinese style" is still on the list and continues to be popular.
In the face of huge market potential, new Chinese elements are favored by more and more brands. In addition to numerous online **, JNBY (Jiangnan Cloth) and its sub-brands LESS, MO&CO(Moanke) and its sister brands Edition, Peacebird, Dazzle and other mid-to-high-end well-known brands that care more about style have incorporated relevant elements into the new products in 2023. According to the author's understanding, JNBY, which focuses on natural style, has launched related series since last autumn and winter, and up to now, products containing new Chinese elements account for 20%-30%. As a bridge between consumers and brands, e-commerce platforms will also guide according to fashion trends and provide certain support policies for relevant brands and stores.
With the increasing attention, the new Chinese style has also opened the road of "involution". In terms of categories, different sub-styles such as Oriental Old Money Style, Kongshan Hsinchu Style, Modern New Chinese Style, and Pioneer New Chinese Style have gradually been derived. In terms of materials, more and more attention is paid to texture, and the pursuit of low-key luxury, such as Mo&CoThe new "Peach Powder New Year" series launched in the spring of 2024 uses mulberry silk in many products, and the original designer brand uma wang mostly uses cashmere material. In terms of design, many brands have not only stopped at a wide range of clothing symbols, but also tried to incorporate more niche cultural elements such as intangible cultural heritage. For example, the "Recovery" and "Wind Collector" series launched by JNBY respectively introduced elements related to Suzhou embroidery and Miao traditional ornamentation; Sean Suen's design for last autumn and winter was inspired by the Yi people in Liangshan, Sichuan.
It is worth noting that the new Chinese style also has a cross-category trend. In addition to clothing, this craze has also spread to beauty, catering, health, home and other fields. Consumers not only wear new Chinese fashion, but also wear new Chinese makeup, wear new Chinese jewelry, and drink new Chinese tea, forming an overall style and temperament expression, and merchants have taken advantage of this "east wind" to increase marketing. On the Xiaohongshu platform, the overall popularity of new Chinese style will be high in 2023, and the number of business notes and interactions placed by brands in various industries and fields will increase significantly, and the competition for traffic will become increasingly fierce.
Tide News).