With the expansion of the trend circle, the "festival limited" has become more and more numerous, and even Singles' Day can be wrapped up in its entirety. But too much "limitation" also makes the puff friends fall into aesthetic fatigue, which in turn is immune to the series of products. However, CNY (Chinese New Year Spring Festival) can be regarded as an exception.
One is the special significance of the New Year to China, the second is the new year customs for wearing new clothes, and the third is the strong cultural attributes of the Chinese New Year itself give the brand a lot of creative space. So no matter how other festivals are rolled up, CNY is the final answer sheet for the brand side throughout the year.
Today, I will take you to see, in the Year of the Tiger, who is the real "cute tiger out of the mountain".
Wang Laoji's CNY series this year can be described as an eye-catching "riot operation", using the "hundred family names" with Chinese characteristics to create a surname totem pot. With the brand's own "Lao Ji" word, sit firmly in the first chair of the New Year's good color head.
Up to now, the official store has listed more than 200 kinds of cans with different surnames, including the addition of "Fu surname Lao Ji" headed by "Ouyang" and "Yuwen".
This operation has made Wang Laoji out of the limelight, various fields KOLs have opened their own surname search, major brands such as Zhou Black Duck, Tang Da Ren, Arowana also came to interact with Wang Laoji friendly. However, a few joys and a few sorrows, some "Wang" surname players said that there was no sense of participation!
In addition to the regular surname, Wang Laoji also launched a custom surname service, similar to "you count the old Ji", "you row the old Ji" interesting design emerges in an endless stream, which belongs to the Internet to play clearly.
There are also netizens who see that it is not a big deal to see the hilarity and run to Wang Laoji's "good puffy friend" Jiaduobao's Weibo to leave a message, saying that "family is more blessed", "family is more lifelong", "family is rich" are all considered. Who can refuse the good meaning of the New Year?
Therefore, the creativity and impact of Chong Wang Laoji's New Year's marketing this time have to be praised by Wang Laoji.
We also hope that more brands can put aside the so-called "body" and integrate into young people. Sometimes some of the "funny" ones will not affect their own image, but may become a new opportunity!
In the Year of the Tiger, the domestic trend brand BEASTER brings the LUCKY TIGER New Year series. The use of bright colors to set off the new atmosphere of the Year of the Tiger, supplemented by interesting tiger patterns, at first glance is a very "grounded" New Year's plan: the traditional New Year's bright colors + seasonal zodiac signs, but if you know their design inspiration, you will only feel that the pattern is opened at once!
Although the inspiration for this season's New Year's items is also derived from the tiger, it does not simply use the tiger stripe element directly, but starts from the personality characteristics of the tiger, the tiger is powerful, injects courage and self-confidence into the New Year's single, and rejects emo.
Placing design inspiration in the whole environment, rising pressure coupled with the epidemic that does not know when to end, we need the courage of a tiger to overcome all these dilemmas, after all, when you really understand the circle of trends, you will find that no matter when there is the courage to fight against the dilemma, this is the most HYPE.
In terms of collocation, the BEASTER LUCKY TIGER New Year series includes sweatshirts, sweatpants, baseball jackets and special tiger vests and other items, bright colors and regular fits, and stable and versatile must-have items. And the brand's natural American retro temperament, sleeve-paneled hoodie with a loose fit of washed jeans, in the New Year is definitely a set of eye-catching wear.
Chinese people have special feelings for the New Year, which also leads to everyone's ideas always unconsciously falling into the vortex of "traditional culture", but the domestic original trend brand is to play a new feeling. 2AM loves to create something fresh is well known, and this year's 2AM New Year's collection is not only fresh, but also makes people feel bright.
In this New Year's collection, 2AM incorporates the iconic phrase "Tiger in the heart, smell the roses" by British poet Siegfried Sassoon into the design ideas, giving street youth a unique romantic atmosphere on the occasion of the Year of the Tiger.
For young friends who like 2AM, the combination of domestic and foreign cultures is the mainstream of this era, and the romance of "combining East and West" is the real pursuit.
So this time, 2AM expanded from the verse, combining the rose peach blossom that represents romantic feelings with the digital print representing street elements, and together presented a New Year picture showing "street romance" for fans and friends.
Compared with pure storytelling in the design idea, regardless of whether there are related elements or not, I am more inclined to put the "story and design five and five points" like 2AM, and the idea is simply elaborated with the Implementation of the Chinese design, so that it is a qualified New Year product.
Back to the product, 2AM this tiger sniff rose New Year series clothing items from the fit and buckle design to make the Chinese style fully reflected. The contrast between embroidery and brush strokes inspired by splashed ink elements plus printing and the illusion reflective hot stamping process is also a highlight. In terms of collocation, the tang style of the coat can be matched with looser slacks and cargo pants, and the choice of underwear is more versatile, as long as the inside version is not too bloated.
Overall, the 2AM Tiger Sniff rose New Year series is street, new enough, new enough, worth starting!
BV has always been famous for color, and in recent times, friends in the fashion circle and fashion circle may most often hear "BV green".
The application of large areas of bright solid colors ensures vitality without losing the sense of luxury, compared to the exaggerated design techniques and patterns of luxury goods such as GUCCI and Balenciaga, BV highlights a low profile. And given this feature of BV, we have to mention Daniel Lee, the man who created the "BV green". Unfortunately, BV stopped working with him... But it doesn't matter, at least this year's New Year Ji se series, we can still catch the last train.
This series BV still works the color, playing with the harmonic terrier of New Year Orange. Design is not to say (and indeed there is no design), BV may be the first we have seen this year not to take the tiger as a gimmick for the New Year creation, this operation is indeed enough for the tiger.
But as a New Year of the Tiger series, can no tiger element really be eaten in the consumer group? However, I believe that many puff friends have also thought of it, orange is exactly the background color of the tiger, and perhaps this wave of BV is in the fifth layer. Could it be that BV actually wants to give us a chance to wear tiger skins? Well, I can't make it up...
While the product lacked a little sincerity, BV did an artistic act to celebrate the Chinese New Year by installing a digital installation on the Great Wall and scrolling with the words "BOTTEGA VENETA" and "Happy Chinese New Year" in orange and green. At the same time, BV also promised to support the renovation and maintenance of Shanhaiguan in the form of donations.
This year's CNY series is a special year for Jordan, and the year of the Tiger as a reincarnation is undoubtedly to give more special meaning to the original New Year limit, from the choice of clothing to shoes to the final color presentation, which can reflect Jordan's thinking about today's street sports style and his grasp of future trends.
On the occasion of the Year of the Tiger, Jordan chose Air Jordan VI Low, Air Jordan Legacy 312 and Air Jordan I Low shoes as the main force of this year's New Year.
Among them, the color matching of Air Jordan VI Low and Air Jordan Legacy 312 is inspired by the porcelain produced by one of the five famous kilns of the Song Dynasty, and the color of Air Jordan I Low is obviously inspired by tiger patterns.
Although the tiger pattern color scheme is very suitable as an echo of the Year of the Tiger, today, when the trend circle makes a lot of use of this element, tradition can no longer meet people's increasingly critical eyes. On the contrary, the color matching inspired by the kiln porcelain in the application of cool tones and solid colors, strongly echoes the high street wind, the application of large areas of earth color with the cool color of the kiln porcelain color, I believe it will show different characteristics in your New Year's wear.
Swipe it for more New Year details
When I first heard Converse's New Year's series "Water Tiger", I thought it was a CNY piece based on jianghu elements. Later, I learned that in the Year of the Tiger, the five elements belong to water, and the title of "Water Tiger" is indeed deserved.
For consumers, "watching" the design ideas of each brand's CNY series is also a very interesting thing, each brand will try its best, or use the characteristics of the zodiac to refine keywords, or use traditional elements in the macro sense, or adhere to their previous New Year IP to create a New Year series. As simple as it sounds, innovation is only going to get harder.
Converse's Water Tiger series actually uses the traditional element of Su embroidery (or handmade) to establish a connection with the New Year to a certain extent, and the most important point is the use of recyclable materials in the selection of some fabrics, which can be described as an extremely green way.
Although "sustainability" itself has not established much connection with the Year of the Tiger, it is a rare thing to be able to always intersperse the brand concept in the design and not be affected by the big IP of CNY.
In terms of products, Converse's design style inherits the brand's sports gene, and the unique water tiger pattern with the tiger pattern made of Su embroidery echoes the Year of the Tiger without losing its personality. In terms of shoes, this time Converse chose three shoe types of Run star Hike, Chuck 70 and Chuck Taylor All Star CX, which also combined the gradient of the water tiger pattern with the Su embroidery process. In terms of collocation, Converse has always been very versatile, and the only brain you need to use is to choose what color to match your own #Chinese New Year OOTD#!
This year's Li Ning's New Year series has a very grounded name "Nijin Doujin", as a good wish is too appropriate, after all, who does not want to get rich in the New Year? But to say that there is really gold, this is really unthinkable.
This time, Li Ning and Chow Tai Fook jointly launched the Chow Tai Fook Ri Jin Dou Gold series of gold jewelry, and the small tiger with various shapes is deeply in line with the novelty of the Year of the Tiger.
In terms of Li Ning, the Nisshin Doujin series includes clothing, shoes, accessories and other products, combining elements such as tigers, New Year reds, and Nisshin Doujin gold, which is full of flavor.
In terms of shoes, Pangu HALO presents the New Year "FLAG" in the form of scratch music, the 001BTC BOOM plays "flashcard", and finally surpasses the VI to use a series of theme patterns in a large area, with two different effects of luminous and colored ultraviolet light.
Swipe it, which one do you prefer?
Imagine when you wear a Japanese gold fisherman hat, wear a small tiger sweater full of prints, wear gold jewelry, and cross the New Year's satchel, isn't this the brightest boy in the New Year? New Year's collocation blends with festive atmosphere, and the feeling of nichijin doujin is coming!
As a key project of the brand side in the year, CNY will undoubtedly invest huge manpower, material and financial resources, and will also attract everyone's attention after the official announcement. On the whole, the CNY series has grown from scratch, from single but rich, and now it is more like a kind of "hundred schools of thought", bringing us more choices and at the same time subtly updating the public aesthetic standards.
At the same time, the improvement of consumer aesthetics is driving domestic brands to work in the direction of internationalization, while foreign brands also need to re-examine the Chinese market and deeply understand China's traditional culture. After all, for fashion trends, the greatest respect is to integrate "culture" into the design, and "OEM" design will eventually become a thing of the past.
So, on the occasion of the arrival of the Year of the Tiger, among the many Chinese New Year series, who is the well-deserved NO.1 in your heart? (Fat Tiger said: It is really difficult for everyone to be able to give me so many flower heads!) ）
Behind the scenes
Producer| Kaka/Gangan
Editor-in-chief | Jielun
Written by | ak
Design | friends
Edit | Sails
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Puffed friend said
Traffic actresses don't have works? You have to understand the chess game behind it
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