Spring is coming, and the horse-faced skirt is still the "top stream" in the clothing industry.
In the Forbidden City in Beijing, on the city wall in Xi'an, in Wanda's shopping malls, and in the New Year's greetings in various provinces, cities, towns and counties, people wearing horse-faced skirts can be seen everywhere.
As a traditional costume, the horse-faced skirt can unify the aesthetics of men, women and children in the 21st century, which is inseparable from warmth and practicality, and is inseparable from the promotion of Xiaohongshu and Douyin.
In this day and age, everything can be manufactured quickly, including trends.
Author |Fan One.
Edit |Fang Yuan.
How popular are horse face dresses in spring? Cao County, Shandong Province has the most right to speak. Yes, it is the Cao County known as the "center of the universe" and the "hometown of coffins".
Now, Cao County is out of the circle again with a horse-faced skirt. In 2023, the sales of New Year's clothes for the Year of the Dragon, which are dominated by horse-faced skirts, will exceed 300 million yuan.
Lao An is the owner of the Cao County Hanfeng Tangyun Garment Factory, and he is currently anxiously waiting for the weaving factory to start.
His factory is located in Hanshuanglou Village, Ancailou Town, Cao County, covering an area of more than 2,000 square meters and employing more than 30 people. Around the Spring Festival in 2024, the factory will sell 50,000 or 60,000 pieces of horse skirts alone, which is 780% higher than the same period in 2023.
According to Lao An, the current factory production capacity has not been able to keep up with the number of orders, plus the Chinese New Year weaving factory holiday, the factory fabric is in short supply, and he has pressed tens of thousands of horse face skirts to be produced.
The main customers of the Lao'an factory are offline clothing stores, as well as anchors with goods on major platforms.
According to Lao An's recollection, since the second half of 2023, the number of orders for horse face skirts has begun to increase significantly. On the eve of the Spring Festival, orders surged even more, and many small studios came to him.
This kind of studio is mostly set up by a few young people, who are similar to anchors with goods, or design layouts and patterns by themselves, or directly find others to design, buy out the copyright, and then find factories to cut, sew, press pleats, etc.
At present, Lao An's factory has received thousands of patterns of horse face skirtsIt's all provided by the customers themselves.
Lao An made a horse face skirt according to the pattern, and then delivered it to the customer according to the wholesale. The wholesale ** of each horse face skirt ranges from 100 yuan to 300 yuan, and the specific market price is determined by the merchant. Lao An said, ** can generally turn 1About 5 times.
Previously, the main products of the Lao'an factory included Zen clothes, tea clothes, horse face skirts and other Hanfu. Nowadays, with the explosion of horse face skirts, more than half of the factory's orders are horse face skirts.
Hanfeng Tangyun Garment Factory is just a microcosm of the hot business of Caoxian horse skirt.
Within a radius of 5 kilometers from Daji Town, Ancailou Town and surrounding towns in Cao County, all supporting manufacturers from pattern making, fabrics, cutting, printing, sewing, and garments are gathered. Since the beginning of 2024, everyone has been busy.
Some manufacturers expect that before the May Day holiday this year, the number of orders for horse face skirts will continue**.
The horse-faced skirt can become a "New Year robe", which is nothing more than its full personality and dignified atmosphere, which is enough to please the elders. Internally, it does not affect the wearing of autumn pants, which can meet the needs of consumers for warmth.
The horse-faced skirt, which takes into account the user's "lining" and "face", is related to its development and development.
It is said that the horse-faced skirt first appeared in the Khitan people. At that time, the traditional Hanfu only had a skirt door behind the skirt, which was not only inconvenient but also the best to watch when riding a horse. In order to facilitate horseback riding, the Khitan people changed it to four skirt doors.
Another theory is that the horse-faced skirt originated from the rotary skirt of the Song Dynasty. At that time, the main function of the spiral skirt was to facilitate women at the bottom of the society to ride donkeys.
In modern times, people don't need to ride horses or donkeys for the New Year, but only wear walking to pay New Year's greetings, which is naturally convenient enough.
Later, the horse-faced skirt began to spread from the bottom to the upper class, from the mother of a country to the common people, everyone wore it.
On the whole, the four skirt doors in the front and back of the horse face skirt coincide in twos and twos, the sides are pleated, and the smooth surface formed by the overlapping skirt door in the middle is the "horse face". Wear it at the back dignified and straight, with a leg-pulling effect.
After young people put it on, they became "other people's children" in the mouths of their elders, and the protagonists of costume idol dramas in the eyes of children.
Judging from the fabric and pattern, the horse-faced skirt is definitely worthy of the title of "New Year robe". The fabric of the horse-faced skirt is mainly composed of satin, which has a sense of grandeur and luxury just from a distance.
The ornamentation of the horse-faced skirt is also very diverse. For example, the dragon and phoenix symbolize auspiciousness and good marriage, the bat represents blessing, the quail represents peace, the peony represents wealth, and the pomegranate represents many children. During the Chinese New Year, not to mention parents and relatives, even if they meet among their peers, they also feel festive.
The horse-faced skirt is convenient and festive to wear, so that it has appeared on major occasions abroad. In early 1981, 19-year-old Diana was declared the royal bride and entered the palace with Prince Charles to meet members of the royal family.
That night, she wore a white silk shirt with lace and a red silk embroidered horse-faced skirt tied underneath, red and white contrasting, and the festivity contained Diana's beautiful vision of marriage at that time.
Today, the horse-faced skirt has gradually become a "frequent visitor" at various ceremonies.
At the wedding, the bride held a fan and wore a horse-faced skirt wedding dress, which was delicate and festive. At the graduation ceremony, the young people wore horse-faced dresses mixed with the bachelor's uniform, giving people a magical sense of Hogwarts uniform.
The practical and atmospheric characteristics have given the horse-faced skirt the potential for fire, and the promotion of Xiaohongshu and Douyin has completely made the horse-faced skirt the "top stream" in the clothing industry.
Search for "horse face skirt" on the Xiaohongshu platform, and more than 1 million notes will appear. Among them, the horse-faced skirt is particularly eye-catching.
There is an ancient style, such as the model in the Forbidden City and other red walls and gold tiles, standing under the green trees, holding a folding fan on the chest, there is a dignified atmosphere of national peace and security.
Or more modern, the figure wears a black horse-faced skirt and a white shirt, walking between high-rise buildings, filling the aura.
On the Xiaohongshu platform, content such as "Horse Skirt Photo Pose", "Horse Skirt Photo Composition", "Horse Skirt Photo Props" can be seen everywhere, and the number of likes abounds in the thousands to tens of thousands.
On the Douyin platform, the ** content about the horse face skirt is also rich.
For example, in the subway station, in the surging crowds, girls wear horse-faced skirts and look back at the camera, and then match the copywriting such as "Go to the World for a Thrilling Banquet", and the atmosphere of 10,000 years is full at a glance.
There is also the Internet celebrity "Peng 16 ELF" released "Bringing Oriental Aesthetics to Europe"**, she walked in the Louvre wearing a horse-faced skirt, the rich and classical European architecture and the dignified horse-faced skirt set off each other, which is the fusion of oriental aesthetics and fashion capital.
With the drive of Xiaohongshu and Douyin, wearing horse face skirts has gradually become a fashion trend among young people. Subsequently, it promoted the increase in the sales of horse face skirts on platforms such as ** and Douyin.
*Data shows that the horse-faced skirt is the most popular Hanfu item in 2023. Since January 2024, the search volume of content such as "Song Jin" on ** has increased by 2,058% month-on-month. Among them, the horse-faced skirt has become the most popular item in the Hanfu category.
And this logic of forming a clothing trend on Xiaohongshu and Douyin platforms, and then driving product sales, has also been reflected in the popularity of dopamine dressing and Maillard clothing.
Moreover, compared with the logic of the formation of popular models in design, brand production, and sales-side marketing in the past, this bottom-up trend has been formed faster and has a longer life.
For example, manufacturers in Cao County are optimistic about the hot selling time of horse face skirts. And there are already factories ready to introduce first-class equipment to expand production capacity. He believes that the horse-faced skirt will not only be popular this spring.
Lao An is a pseudonym in the article).