The Spring Festival is approaching, and everyone has begun to choose the "New Year's robes" full of festive atmosphere. When many people buy new clothes for the Chinese New Year, they find that whether online or offline, winter clothes with national style elements represented by the new Chinese style are particularly popular in this year's clothing market. Many netizens also jokingly called their mentality "the awakening of Chinese blood".
New Chinese embroidery wearing", "why young people like new Chinese style" and other topics are also on the hot search list one after another, open the social software, you can see that the stars in the short ** attending the event are wearing new Chinese style, fashion bloggers are recommending new Chinese style, and ordinary consumers are also buying new Chinese clothing ...... because they are "planted".As of the end of January, on a red book platform alone, there have been more than 2.23 million notes related to "new Chinese wear", and the most popular note is 1390,000 likes; At the same time, since December last year, on major e-commerce platforms, topics such as "Year of the Dragon robe" and "New Year's dress" have also been frequently swiped, and data from an e-commerce platform shows that the search volume of "new Chinese" has increased by more than 200% year-on-year in the past two months.
*: Screenshot of Xiaohongshu.
Moreover, 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, accounting for nearly seventy percent of the total, aged 18-34. So how did the Chinese outfit, which used to be the favorite of the "mother" generation, transform into a "real fragrance" for young people and be included in the "Year of the Dragon Robe"?
Sales skyrocketed! New Chinese style has become the first round of fashion trends in 2024
To discuss the new Chinese style, we must first understand what the "new Chinese style" is.
In fact, there is no precise definition of the so-called "new Chinese style", in the eyes of the contemporary young generation of consumersThose that use traditional Chinese elements and conform to the modern social living environment and contemporary Chinese aesthetics can be classified as "new Chinese style".
Unlike Hanfu, which is strictly crafted, new Chinese clothing can often be more daring and groundbreaking in the design process. Puff-sleeved cheongsam, button-down blouse with pleated skirts, ......These eye-catching combinations also highlight the innovation and inclusiveness of the new Chinese style. In addition, the new Chinese style is no longer limited to special occasions, and it is not so grand and gorgeous, but pays more attention to the pursuit of simplicity and practicality, and the wearing degree of daily scenes such as commuting and dating has been significantly improved。The data shows that taking pictures, traveling, and commuting are the top 3 dressing scenes. The new Chinese style has opened up a more practical and daily Chinese style of dressing.
*: CCTV Finance & Economics.
Merchants in Hangzhou Sijiqing Clothing Wholesale Market in Zhejiang Province said that now the "new Chinese style" accounts for 80% of the audience, and some orders have been lined up for ten days and a half **CCTV Finance.
Recently, in a shop in the Zhejiang Sijiqing Clothing Wholesale Market, the staff is introducing customers to the wearing of "new Chinese" clothing. The "new Chinese" down jacket with jeans makes the clothing look more daily, and the horse-faced skirt is more Chinese-style. The person in charge told reporters that from the New Year's clothes worn by children to the sweaters and down jackets worn by the children"New Chinese" clothing has become the mainstream of the entire wholesale market.
Similarly, Huang Qiaoen, the person in charge of the Hanfu store in Yuanshan, has recently started to work overtime at the end of the year, and she laughed that "the sewing machine is about to burst into flames." "Since November last year, Huang Qiaoen's ** can receive 800 orders a week at most, and the price is generally between 300 yuan and 500 yuan, and the orders are two or three times more than the same period last year," Two days ago, a Russian girl asked me to place an order for the 'Year of the Dragon New Year's suit'. Huang Qiaoen saidAt present, the most popular "New Year's clothes" in the store are Ming horse-faced skirts and short jackets, and 80% of the customers are young women"Girls pay more attention to the sense of atmosphere and ritual, wearing dragon element Hanfu to greet the New Year, and they want to be prosperous in the coming year. ”
Of course, not only the ** of Yuanshan Hanfu, but also the sales of other online ** "new Chinese clothing" are also hot. The latest search of an e-commerce platform shows that a palace embroidered New Year's dress with a robe and horse coat is sold more than 1,000 sets per month; In another store, the "Xianglong Tanchun" top and Fulu trousers for the Year of the Dragon New Year's greetings have reached more than 3,000 sets per month.
Coincidentally, the "new Chinese" element is also favored by major clothing brands. Among the clothing brands that consumers are familiar with, Peacebird, Bosideng, and Mo&CoIn 2023, Mo'anke and others have successively launched a series of new Chinese style products, combining the characteristics of traditional Chinese clothing with modern fashion. This trend has also continued to this year's new products, with Mo&CoFor example, the new Chinese series of "Peach Powder New Year" occupies almost the vast majority of the space on its Tmall homepage. In terms of international brands, in the 2024 New Year, Adidas will release the "Centennial Masters and Masters Joint Series", which will be inspired by the classic creations of Qi Baishi, Zhang Daqian, and Li Keran, three Chinese art masters, "Autumn Cicada Picture", "Splashed Ink Landscape Painting" and "Ten Thousand Mountains Are Red", and a variety of new products for the New Year of the Dragon, combined with the Chinese zodiac in the Year of the Dragon, launched seasonal items with a "Chinese trendy sense".
What is the "awakening of Chinese blood" behind the new Chinese fashion?
Why can the "new Chinese" outfit become popular? First of all, because it is aesthetically pleasing enough. Behind the "New Chinese Style" is actually the traditional culture accumulated over thousands of years, and contemporary life is also drawing unexpected inspiration and energy from this huge "treasure house".
Nowadays, people's consumption is not only to pay for an item, but also to value the aesthetic meaning and cultural value behind it. From this point of view, the "new Chinese" products, which break through the traditional visual effects and impressions of the past and are presented in a highly aesthetic way, can attract the attention of consumers with a lighter attitude. With connotation but not thick, aesthetic but not publicity, "new Chinese style" seems to coincide with the current young people's pursuit of individual beauty.
In addition to "good-looking", "wearable" is also an important reason why the new Chinese style is popular with some consumers. Ms. Lin, who is engaged in art education, became a mother last year, and has always felt that her waist, abdomen and arms are too thin to return to before giving birth. "The shoulder line and hem of traditional Chinese clothing are very friendly to people, and many new Chinese clothing nowadays not only use elements such as stand-up collars and handicaps, but also study the version of the cut. Ms. Lin said that she evenFrom the tailoring of clothing, I feel the "Chinese attitude towards life".
Many young people simply wear Hanfu restored according to historical clothing with modern clothing, and wear "new Chinese style" by themselves. Luo Hong, a Hanfu enthusiast, customizes a complete set of Hanfu, but from time to time she will match her upper and lower body separately, such as a denim jacket with a horse-faced skirt and a pair of boots, and she even wears it to work like this. "In the past, when some people saw wearing Hanfu, they would ask if it was a costume, but now more people will praise it for its good looks. In her opinion, "clothing is only alive if someone wears it all the time." ”
At the same time,The frequent "bringing goods" of public figures has made the new Chinese clothing more deeply rooted in the hearts of the people. Actor Yang Mi appeared in a cheongsam and carrying a lantern under the Eiffel Tower when he participated in Paris Fashion Week in the Mid-Autumn Festival last year, and has frequently appeared in various new Chinese costumes since then; At an event held in Puyuan Town, Jiaxing, Zhejiang Province at the end of last year, she wore a red new Chinese costume to complement the town'......s small bridge, flowing water, ginkgo biloba and gold leavesSome industry insiders said that in the past, the "commercial status" of public figures was reflected in the dress, which was to compete with the "haute couture" of the world's first-line brands, or to catch up with the "first wear of the season" before the official release of clothing, but now more and more people choose new Chinese clothing or Hanfu of domestic niche brands, which is not only a new way, but also conforms to the expectations of a new generation of young fans, "In addition to being beautiful and unique, it also contains the recognition of traditional Chinese culture." ”
Of course, although the drive of celebrities and talents has played a lot of positive effects on the explosion of new Chinese clothing, the reason why it can be more widely recognized is still due to the final analysisYoung consumers have a growing sense of identity and self-confidence in traditional culture. As Ms. Huang, a consumer who chose a new Chinese-style down jacket with a disc buckle as her "New Year's robe", said, "This kind of 'Guotai Min'an' outfit is the best solution for the New Year." ”
The so-called blood awakening, I think, is the recognition of traditional culture and aesthetics. Mr. Ye, who is engaged in fashion design, also said that there is no precise definition of the so-called "new Chinese style", and in his eyes, it is clothing that uses some traditional Chinese elements and conforms to the living habits and aesthetics of today's Chinese.
However, in the eyes of other consumers and industry insiders, the "new Chinese style" still has a long way to go. "At present, there is no real world's first-line clothing brand in China, and although Chinese elements are internationally popular, they are not promoted by Chinese brands. For example, Sean Suen's design inspired by Yi costumes was released at the beginning of last year, but it was not on the market until the end of the year that signature styles such as straight-shoulder jackets were almost impossible to buy. "After the bloodline awakens, the industry must also catch up. ”
Comprehensively compiled from CCTV Finance, Shangguan News, Guangming**, Qilu One Point, China Business Daily, etc.).
*: Poster News.