Text │ Bone Flower
On December 22, the "2021 Sohu Fashion Festival Enterprising Night" was officially held, which also means that the Sohu Fashion Festival has crossed its tenth year.
As always, the stars are shining, more than 100 representatives of various industries such as powerful actors, young artists, well-known directors, and fashion industry darlings gathered, there are old friends and new partners, there are fashion participants, there are fashion creators and leaders, Sohu provides them with a platform for breaking the circle for a long time, and also allows more enthusiasts and followers in other fields to see the development and advancement of "fashion" in this year.
In the past decade, Sohu has created a unique fashion IP, setting off a wave of fashion topics online and offline. As of 12.27, the main topic of this year's festival # Sohu Fashion Festival Enterprising Night # has been read by 540 million people on Weibo, and the related topics have been read more than 1 billion, attracting more than 100 media attention and reports offline. Among them, the red carpet makeup of female celebrities has become the most eye-catching link, #Sohu Fashion Festival Red Carpet # and #Sohu Fashion Festival Female Celebrities # two topic words have become the gathering place of most audiences, Li Ruotong, Angelababy, Zhang Yuqi and other female stars "red carpet fashion" was "rolled up". In addition, the red carpet performance of many artists, the speeches and exchanges at the award ceremony have become a hot meme, widely disseminated on various social platforms, leaving many wonderful moments for the fashion circle at the end of the year.
As Zhang Chaoyang said, "Sohu fashion festival has been done for ten years, becoming a must for the party at the end of each year, if you don't come to pay attention to it, if you don't participate in the Sohu fashion festival, it seems that this year will not end the feeling." ”
"2021 Sohu Fashion Festival Enterprising Night" Angelababy Li Ruotong Zhang Yuqi
It is undeniable that the decade of Sohu Fashion Festival is also a decade of rapid development of Chinese fashion, the fashion field continues to expand, more and more Chinese designers enter the four major fashion weeks, and China's fashion aesthetic has shifted from "imitation" to "independence"... In the process of the advanced change of China's fashion industry, Sohu adheres, records and leads in the name of "media".
Ten years of inheritance and innovation
Sohu fashion festival is not short, so for the "2021 Sohu fashion festival enterprising night", on the one hand, the content is the unchanged inheritance of this IP spirit.
In 2012, the Sohu Fashion Festival was born, and the red carpet of that year was already star-studded, and the hot actors Yao Chen, Hu Bing, Duan Yihong, the returned idols Han Geng, He Sui, Zhang Liang and other models and a number of well-known stylists and photographers all appeared. Their identities are not only stars, models, designers, photographers, but also the most well-known, cutting-edge, avant-garde and fashionable representatives in China, and their reunion has thus become a highlight of the showbiz circle at the end of the year. And this kind of invitation line, regardless of industry, regardless of seniority, but based on "fashion" as the benchmark, has been followed to the tenth year.
In the past ten years, the red carpet of the Sohu fashion festival has witnessed the youthful side of Wang Yibo, a "boy band newcomer" who has just debuted, accepted the new favorite of the fashion model who has just emerged, Sun Yihan, and also invited Cai Xukun, who has just stepped out of the show, "black" and "red". Until this year, the Sohu Fashion Festival still pays attention to a group of newcomers who have just come to the public, and such an inclusive and forward-looking fashion attitude has important reference significance for the discovery of newcomers in the fashion and showbiz circles, and also highlights The style of Sohu as a media platform.
"2021 Sohu Fashion Festival Enterprising Night" INTO1
Another layer of inheritance is at the level of the red carpet Show. Fashion red carpet from gossip hunting to creative concept output, is a long process, in this process, Sohu fashion festival of ten years of red carpet for internal entertainment output countless classic moments, there are Cai Xukun's light coffee suits and striped shirts, there are Zhang Ruoyun's printed suits with black checked cape coats, there are Song Zu'er Sassa's short hair style and Liu Yuxin cool Girl pants, once through the red carpet wearing to lead the trend of fashion.
2020 "Sohu Fashion Festival" Liu Yuxin / 2019 "Sohu Fashion Festival" Zhang Ruoyun / 2018 "Sohu Fashion Festival" Cai Xukun
Based on the time point of the "Tenth Anniversary", the "2021 Sohu Fashion Festival Enterprising Night" also played a series of innovative concepts.
For example, the "Ten Years Special Award" was set up in the awards ceremony, which is a ritualistic tribute to Sohu's ten years of achievements in China's entertainment and fashion circles; the stage performance integrates scientific and technological means, through Sohu's live video broadcast technology and the dialogue between the guests present, there is no delay in interaction inside and outside the venue, artists can leave exclusive photos in the Sohu News APP "Attention Stream"; creative blockbusters are presented in a dynamic form... Overall it's more creative and ritualistic.
"2021 Sohu Fashion Festival Enterprising Night" Liu Mintao
However, "creative innovation" is not just a new action of Sohu fashion festivals, in the past two years, all fashion festivals have turned "creativity" into a fixed standard. Before the "GQ Festival" stars gathered in Hainan, walking the red carpet in the sea breeze, the scene of the artists in the sea breeze caused a hot discussion for a while; later, there was the "Bazaar Charity Night" hot drama CP integrated business, and the CP shuluo field on the stage inadvertently detonated public opinion. Therefore, for the "2021 Sohu Fashion Festival Enterprising Night", innovation is not only the demand for its own development, but also the choice that the development of the fashion festival must make to promote it.
"2021 Sohu Fashion Festival Enterprising Night" Gong Jun live connection map
Behind such an advancement, the Chinese fashion industry has undergone a decade of changes, and the Sohu fashion festival has become a very representative microcosm of the sohu fashion festival.
Iteration of fashion concept, the rise of national tide brands...
A sample of the ten-year butterfly change in the Chinese fashion industry
In the past decade, all the changes in China's fashion industry have been based on the transformation of fashion concepts, which can be seen from the most basic red carpet. From the beginning of being crossed by a layer of gossip and curiosity colors, to now becoming a carrier of design concepts and creative inspiration, the red carpet of the Sohu fashion festival that has been laid for ten years has witnessed the changes all the way.
In the early years, the topic of fermentation after the fashion festival was nothing more than who reached a cooperation with the brand, who was pulled out to wear a seasonal dress, which stars bumped into the shirt, who issued a yan press release, and other gossip-like concerns, the artists at that stage in such a public opinion atmosphere, the action of integrating into the fashion circle is more deliberate, blindly imitating foreign popular styles, pursuing big-name cooperation, but the understanding of fashion itself is not in place.
The situation changed in the later period. On the one hand, fashion itself no longer sets boundaries for itself with "niche" and "difficult to understand" styles, but boldly breaks through the cage and opens up to public life. When more people begin to have independent fashion concepts, artists naturally do not have to blindly follow suit in order to meet the so-called fashion standards, and begin to boldly show their fashion ideas at fashion festivals.
Just as Liu Yuxin took off her long skirt and put on her pants when she participated in the 2020 Sohu Fashion Festival, Lou Yixiao, who embarked on the "2021 Sohu Fashion Festival Enterprising Night" this year, is even more of a Hanfu, just like the beauty of the Tang Palace, with a strong shape out of the circle; more star artists choose to cooperate with Chinese independent designers and brands, and the concept style of independence and national tide has gradually become the protagonist.
"2021 Sohu Fashion Festival Enterprising Night" Lou Yixiao
Corresponding to these, the concept of "national tide" is occupying a more important position in the Chinese fashion industry.
"National tide" has always been the flashpoint of brand marketing in recent years, "the rise of national tide" and "new domestic products" have become annual marketing keywords in the first two years, and such a trend is obviously still deepening in 2021. The retro court makeup series of Baijiling, McDonald's launch of the "Forbidden City Barrel", and Li Ning's new York Fashion Week with the fashion national tide show are all classic cases that have detonated the market.
According to the data report of "New Knowledge of the Lifestyle of Generation Z" released by Xinhua Net and Xiaohongshu in 2020, the consumption concept of the post-95 generation is: insisting that good goods are not expensive is king, and Generation Z is no longer obsessed with big brands, but more patriotic goods. A few days ago, at the "2021 Southern Weekend Annual Ceremony Brand Summit", the summit also reached a consensus on the trend of economic trends such as "the national tide will continue to be hot", "domestic brands will usher in a golden decade", and "new consumer brands will still lead the national tide 3.0 era".
Combing through the ten years of development of Sohu Fashion Festival, it can be found that domestic brands and Independent Chinese designers have embarked on a road to break the wall towards the mainstream of Chinese fashion. Taking the "2021 Sohu Fashion Festival Enterprising Night" as an example, the "Fashion Designer of the Year" spent on the Chinese designer MashaMa, MashaMa is the first Chinese mainland fashion designer to continuously release works on the official schedule in Paris, and the American "Time" magazine once said that "Masha is pushing Asian fashion into the future".
At the same time, the "Annual National Tide Fashion Brand" was awarded to Ordos, HuaXizi and Zhou Shengsheng.
"2021 Sohu Fashion Festival Enterprising Night" MashaMa
In the decade since Chinese designers have elevated their international status and the trend of Asian fashion centers shifting, the significance of Sohu's fashion festival cannot be underestimated.
In the name of the media, it empowers the development of fashion venues
Returning from the big vision, Chinese fashion itself is also developing and advancing.
In recent years, the expansion of the fashion field has made the birth of fashion figures more diverse, from simple graphics, shows to video, e-commerce, live broadcast, the definition of fashion is more than one, Sohu also through the increase of awards and other ways, showing the multi-dimensional aspects of fashion, life, the times.
In the media circle, the production and dissemination of content has undergone qualitative changes around 2014, from information dissemination to live broadcasting of the show to e-commerce with goods, from graphic self-media to video self-media, and then to live self-media, fashion content has also expanded to different carriers in this process, and the form is more diversified. Sohu Fashion Festival has successively launched honors such as "Annual Fashion Self-media Person", "Annual Self-media Producer", "Annual Hottest Anchor", "Annual Vlog Blogger", "Annual Commercial Value Anchor", etc., witnessing the great changes in the content format.
This year, after the short video on the mainstream stage, the grand ceremony launched a new "short video creator of the year", awarded to the constellation blogger Tao Baibai Sensei, to affirm the high-quality fashion content into the short video.
"2021 Sohu Fashion Festival Enterprising Night" Tao Baibai
In the fashion circle, between 2014 and 2015, e-commerce marketing led to the prosperity of the industry, and the Sohu Fashion Festival immediately added two awards: "Annual Print Model" and "Annual E-commerce Model".
"2021 Sohu Fashion Festival Enterprising Night" Ye Xiang
"2021 Sohu Fashion Festival Enterprising Night" Li Shuping
The "Fashion Stylist of the Year", which has been away for five years, also announced the return to the 2021 "Sohu Fashion Festival Enterprising Night", and Yang Shan, a stylist who has created Tong Yao's tear mole makeup, Yu Shuxin's girl group makeup, and Ouyang Nana's thousand gold makeup, won this award, and after a year of hot discussion, Sohu hopes to once again awaken people's attention to film and television drama modeling.
"2021 Sohu Fashion Festival Enterprising Night" Yang Dan
In the science and technology circle, the honor of "Annual Scientific and Technological Innovation" set in 2014 not only makes scientific and technological innovation a new fashion vane.
In the past ten years, The Sohu Fashion Festival has gone through different themes of "breaking the ice", "leading the way", "cross-border", "classic", "innovation", "tribute", "new life", "tribute to stars", "fashion new life, infinite possibilities" and "enterprising", which also reflects the rise and fall of fashion concepts and their march.
This sense of responsibility and mission for fashion is essentially derived from the "media" positioning of Sohu different from fashion magazines, Sohu fashion festival is not only limited to the trend and aesthetics of fashion itself, but also focuses on exploring the character stories, cultural characteristics, life attitudes and emerging scientific and technological innovations behind fashion, with a more macro vision and empowering the innovation and development of various industries.
As Zhang Chaoyang said, "Sohu's positioning has always been 'media', covering the content ecology of news, finance, automobile, fashion, entertainment and so on, and achieving all-media coverage." As a media platform, large-scale events are themselves part of our content ecology. Doing this activity also belongs to the content output of our media platform, and at the same time, it has also made some contributions to enriching public life. ”