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** 007 of the brand world
Author 00 of the brand world
These two days, oneZhan Qingyun: I can't debate in high heels's topic inexplicably appeared on the hot search.
I took a look, probably because Zhan Qingyun's following words aroused the empathy of many female friends:
Source: Weibo netizens.
I went to check it out on purpose, and this ** has actually been a long time, ** an offline salon event held by "Ideal Home" last year. Why is it suddenly on the hot search again?
Probably because of the arrival of the 38th section, the periodic discussion of women's issues has entered a climax. I think, after reading this paragraph, a large number of high-heeled shoe brands want to "kill" Zhan Qingyun, after all, these two days are the key nodes of the 38-festival promotion.
Raising high heels to a height that is linked to social discipline and restraint on women is really a snake beating seven inches, and catching a thief and catching the king first. In fact, the topic of high heels falling out of favor has been around for a long time, and in 2021, "Wise" magazine published an article ""900 million girls" abandon high heels" to discuss this phenomenon:
The socialization movement from simple "discomfort" to "rejection of high heels" has only taken a few years. Today, Belle, Daphne, and Qian, which were once high-heeled shoe brands, have indeed disappeared from the major footwear lists on e-commerce platforms.
Then I would like to ask you to ask yourself or your female friends: How long has it been since you wore high heels?
In fact, a more discussable question behind this question is, why did high heels fall out of favor?Fashion is not only fluid, but also transferable.
If the fall of high heels is the flow of fashion, then the rise of the "dominance" of high heels stems from the transfer of fashion. Looking at the history of the birth of high heels, there is pure aristocratic blood flowing in their genes.
In order to strengthen their position, the French aristocracy in the 16th century put forward a concept:"The higher the heel, the closer you are to God".。It's a bit similar to today's Hermès wealthy circle.
At that time, there was an emperor Louis XIV who loved to wear ** because he was crazy about high heels, and he spoiled high heels as the exclusive use of the royal family, which was regarded as a strong endorsement for high heels. If the aristocracy was responsible for the noble lineage of high heels, then the merchants were responsible for the popularity of high heels among the masses.
Among them, the Venetian merchants contributed the most, and under their long-term PUA, high heels soon became a feminine item, attracting the public to imitate and become a fashion trend.
After the introduction of high heels into China, it is also a proper fashion top-notch, ** when high heels with cheongsam, it is the exclusive use of warlord wives and capitalist ladies. In the era, independent women in the context of consumerism are like teenagers who flaunt themselves with exaggerated hairstyles in the culture of killing Matt, and the visual impact of high heels has become a weapon for them to please themselves.
Especially the impact of the introduction of European, American, Hong Kong and Taiwan cultures on the inland, the glamorous image of urban beauties in film and television works in developed countries or regions has become the fantasy object of Chinese people, especially women, who had just been civilized at that time.
At that time, the high heels were a powerful representative of their rebellious spirit, and they were the sharpest ** that smashed conservative concepts.
In the consumer advertising story at that time, a woman's confidence in the workplace did not come from her professional ability, psychological quality, and negotiation skills, but from the high heels on her feet. 
Source: Tencent**.
So why have high heels suddenly fallen out of favor again in recent years?In fact, the reason is also very simple - uncomfortable.
As Zhihu said, "Why are fewer and fewer people wearing high heels now?".The answer to this question. The answer to the high praise was only three words: "Because I am tired." ”
In the wave of 996 volumes of culture spawned by the Internet in full swing, China's professional women suddenly found that compared with the ungrounded professional women in urban TV dramas, they are unwilling to add a pair of sore feet to their already exhausted enough lives.
As a result, on the social ** where everyone can speak out, more and more women began to complain about the "destruction" caused by high heels to their feet.
Since then, the "beautiful torture instrument" has become a label and "stain" that cannot be torn off by high heels. If you have been following the "uncomfortable" discourse system attack, high heels are at most equal to other footwear categories, and wanting to "turn over" is nothing more than modifying the design and material.
But when high heels are included in the discussion of certain social issues, women's spiritual struggle becomes a real fatal blow to high heels.
Just as the origin and popularity of high heels in the West at the beginning, the social criticism of high heels also originated in the West.
In 2015, after a woman was denied a film screening on the Cannes red carpet because she wore flat shoes, many female actors deliberately took off their high heels on the Cannes red carpet to express their ridicule of the Cannes Film Festival.
In 2016, a female employee was fired from PricewaterhouseCoopers in London for not wearing high heels. Eventually, the matter fermented into a social movement of 150,000 people **UK** who made the requirement that "companies require female employees to wear high heels during work" illegal. 
Source: Xinhuanet official website.
In the years that followed, similar incidents occurred in many developed countries in Europe, the United States and Asia.
It is precisely under the guidance of social movements that the "uncomfortable" of high heels is no longer an issue limited to the commercial category, but points to the socialization of women's social discipline.
At this point, high heels are the modern "foot wrap" for women, and it has become a mainstream view that contains the destruction of the female spirit.
The direct "evil consequence" of this is that the fashion industry, which is the fashion force of high heels, has also begun to abandon high heels.
In recent years, in fashion shows held by luxury brands such as Chanel and LV, models have begun to wear flat shoes to show off their fashion beauty. 
Source: Chanel With the addition of the fashion industry, women's perception of themselves has begun to change. Just like the criticism of 38 "Queen's Day" and "Goddess Day" in the past two years, everyone's criticism of high heels also has a similar set of logic:
Queen's Day and "Goddess Day" are feminine aesthetics from a masculine perspective, and the beauty of the so-called high heels is also a product of catering to male aesthetics. Got it?
Today's high heels have gone beyond the scope of commercialism and carry the grand proposition of women's equal rights. Opposition to high heels seems to have become some kind of political correctness.
So the woman who has completely returned to herself has a new fashion expression:
The "-stepping feeling" of various cave shoes and Birkenstock shoes has become the new top of the fashion circle. In fact, Zhan Qingyun has a saying that is quite right:
It depends on everyone constantly trying to reach that boundary, and then not being bound by discipline, so that we can go further. But everyone seems to have only listened to her criticism of the female bondage of high heels in the first half.
I don't know if while criticizing the constraints of high heels on women has erected another wall of prejudice:
Are women or men who love high heels from the bottom of their hearts facing another kind of attack?
In other words, as a woman, you can like high heels, but you also have to bear the sin of "self-depravity": pandering to male aesthetics without knowing it.
Even now, some colors of high heels have been labeled as bed shoes, which have become synonymous with dust and edge rubbing!
Isn't this new ** pressure another kind of discipline and constraint?
Just like the huge controversy caused by Yi Nengjing's son Enli because of wearing **.
Source: Douyin.
But he said: ** For me it is a show, it does not mean anything, it only represents my mood at that moment. It doesn't matter what others say, the important thing is that you know for yourself what is born and which is the unspoken rules given by society.
Suddenly felt that Yi Nengjing's evaluation of him was very right:Gender is fixed, clothing is fluid, and Enli is free. The same is true for everyone.
The same is true for everything on the outside, including high heels, true freedom is not the east wind over the west wind, wanting to wear it or not wanting to wear it, doing a manicure or not doing a manicure, wearing underwear or not wearing underwear. It can depend on the mood or whatever, but it must not be for the sake of "not flattering men" or "not flattering", nor does it have to extinguish some qualifications to participate in "female behavior".
The real freedom and equality of men and women is not the freedom to refuse and the freedom to choose under independent will.
Isn't it? Hotspot Engine Program