Wearing new clothes on the New Year is an indispensable ritual for the Spring Festival. During this year's Spring Festival, this sense of ritual is stronger.
On Tmall, some New Year's shirts have become popular, and they have a unified name "New Year's Greeting Clothes". As the name suggests, it is specially worn to visit relatives and friends, especially popular among "little dragon people".
In the past month, the search volume of the word "New Year's dress" on the **app has increased by 560% year-on-year, and the search volume of "national style girl's New Year's dress" has increased by 740% year-on-year.
Take Tang costumes, for example. Today's Tang costumes, in addition to retaining the characteristics of horse coats and using brocade as fabrics, incorporate a variety of different style elements: silk and leather make the fabrics of Tang costumes richer, and wool stand-up collars, improved disc buckles, and modern patterns make Tang costumes have a "new Chinese" expression. The children were dressed in new Chinese-style Tang costumes, playful and cute. In the past month, the girl's winter dress Tang dress alone has been sold by 335% after searching.
Hanfu has the momentum to become popular from 2023 to 2024. Since January, the search for children's clothing "Hanfu" has increased by 174% year-on-year, from Song Hanfu, Jin Hanfu, to Ming Hanfu, from bijia, skirt, to curl, cloud shoulder, cape, etc. have appeared in the mothers' shopping carts - equipping the babies from head to toe, perfectly restoring the charm of Hanfu.
The horse-faced skirt that has been popular all over the country in the past year in the Ming Hanfu is particularly conspicuous among many Hanfu. During the Tmall New Year Festival, search terms related to "girls' horse face skirts" increased by 3,659% year-on-year, "If you can't dress yourself, you can dress up your child." Some netizens said in the comments that the horse-faced skirt is a high challenge to the figure of adults, but children are "how to wear and how to look good".
The national wind is also blowing more and more. Tibetan costumes, Mongolian robes and other ethnic minority costumes also appear in New Year's clothing and are sold all over the country.
A variety of New Year's greeting clothes enhance the sense of New Year's rituals and form a Year of the Dragon atmosphere group, making the New Year's flavor of the Year of the Dragon stronger. So this year, the Spring Festival of "Little Dragon People" starts with wearing the national style New Year's clothes.
Meng Ying. Proofreading by Sheng Yuanyuan.