In recent years, the topic of "female identity" has always attracted attention.
After Women's Day, an entry for #0310 International Day of Women Judges was on the hotbed, the first Women Judges' Day since last year's UN General Assembly resolution. Also this month, the content of #China Girls' Grade No. 1 Oxford Graduation is being widely discussed online.
The Marvelous Mrs. Maisel
Justice Ginsburg
In the past, when people talked about women's identity, they always revolved around the traditional family roles of daughters, wives, and mothers. Nowadays, women's social identity in terms of academic qualifications and occupations is also more and more recognized, they can be academic bullies, judges, talk show actors, and the establishment of a pluralistic female image is not only a trend, but a social issue worth "further".
"The Proud Wife"
VOGUE has also been paying attention to female creators from all walks of life, such as the new generation of female filmmakers in China.
In VOGUEfilm's short films, many works with unique styles and attitudes are created through the talents of female directors and actresses. In order to let the audience experience the deep meaning in the fast-paced lens language, in addition to the acting skills of the actors, the costume is also an extremely important part.
For example, in voguEfilm's short film "Love Remembrance", the role played by Tong Yao, from a trench coat that shows a neat posture to a knit shirt and skirt that highlights femininity, the protagonist mobilizes emotional changes through the change of clothing style, so that the audience can easily feel the resonance.
The reason why LANCY can accurately grasp the changes in the role and provide suitable multi-scene clothing is because LANCY has always paid attention to and supported women in various fields.
Chinese speed skater Zhang Hong is one of them. She won the first speed skating gold medal in the history of the Chinese Winter Olympics for the Chinese team, and after bidding farewell to her status as an athlete, she is constantly trying new and diverse professional fields. Whether it is an official of an international sports organization or the founder of the "Rainbow Fund", it is her effort to cultivate professional ice and snow sports talents.
Now, Zhang Hong has gained a new identity: Langzi LANCY brand ambassador.
In Zhang Hong's view, becoming a LANCY brand ambassador, in addition to showing beauty and self-confidence, can also convey an attitude - breaking through the stereotypical definition of beauty by the public, beauty is from the inside out, not just limited to appearance and body.
For LANCY, the bravery, persistence and determination of Zhang Hong are exactly the spirit pursued by modern women. It coincides with the core of "beauty is born from the heart" advocated by the brand.
01.
In Zhang Hong's body, she can see her courage to break through.
From short track speed skating to speed skating, from athletes to officials of international sports organizations, to the founders of the Rainbow Fund. With her incredibly tenacious sportsmanship, she constantly tries to break out of her comfort zone and expand her career pattern.
LANCY is also a "new" brand born of the brand seeking a breakthrough.
Founded in 2000, the original Langzi brand has always been a popular high-end women's wear brand. But with the change of times, women have shown a variety of new changes. Positioned as a modern, diverse and elite group of women, Langzi launched a brand upgrade in June 2021, and the group split the high-end product line from the original brand, and the brand was "divided into two".
Lancy came from this. The new LANCY, its target consumer customers are urban elite women with charm, experience and influence. They often have higher requirements for materials and quality, and need to switch between different occasions such as life and workplace, and show a unique and confident female style anytime and anywhere.
At the same time, a new brand was rebuilt - LANCY FROM25 . Undertake the loyal customers who have followed the brand all the way since its birth, and provide them with cost-effective, all-scene life dresses, showing an elegant, romantic and infectious side.
This "breakthrough" of Langzi is also reflected in some specific projects.
Inviting Zhang Hong to serve as a LANCY brand ambassador is one of the most important ones. Helping brands build a more vivid image portrait - LANCY women, is a collection of beauty and power.
With Universal Pictures premium IP – Children's book Where is Willie by British illustrator Martin Handford? The joint cooperation is also an attempt to make a bold breakthrough.
It continues the "Travel" theme of LANCY's Spring/Summer 2022 collection, showing the versatility of women, which can be spontaneous and elegant, and can also be easily fun.
This is also what brands have been emphasizing: women are diverse.
02.
As Zhang Hong said, women's beauty is not limited to one. Athletes show movement and strength is beauty, and as a brand ambassador, it is also a beauty to show freedom and modernity.
Langzi LANCY's new advertising slogan "Beauty is born from the heart", which is derived from this.
Lancy has always hoped to explore their own characteristics and possibilities through design, through the clothing that women wear every day, so that these precious qualities can be magnified and seen.
When they are more familiar with, accept and fall in love with their own style traits, the calmness brought from the inside out will make women have an elegant and determined attitude towards life and be more insistent on their goals.
Few brands, as bluntly as LANCY, talk about and support feminism: the end of feminism is individual liberation, and both women and men are no longer just an individual under stereotypes, but independent, self-discovering, free development and free expression.
This is the meaning of "beauty is born from the heart".
03.
Let's go back to the brand upgrade of Lancy.
One of the most important points is the upgrade of the logo. The popular flat design is adopted, from complex to simple, which not only increases the recognition but also loses elegance. The transmission of LANCY image is condensed to convey the core of the brand's thinking: it is speculation on women's issues.
Second, a new VI color is enabled.
Just as many brands have their own representative colors, LANCY proposes a special "Langzi red". Not eye-catching brilliance, but warm and peaceful colors that exude rich meaning and interpret the elegant power of contemporary women.
LANCY new VI color: Langzi red
LANCY Beijing Hanguang Department Store
LANCY Tianjin Hisense Plaza Store
LANCY Shenyang Plaza 66 Store
It is difficult to describe LANCY's feminine style in simple words, they can be pure and simple, they can be warm and rich, or they can be elegant, romantic and infectious, advocating a more diverse and in line with the beauty of the current era.
But without exception, LANCY represents a group of urban elite women who are awakening and rising, and are influential women. As the head of the brand said: "LANCY represents a type of person, a style, an attitude"
This concern for society and women has also made Langzi shares selected as "Xinhua News Agency National Brand Project and Industry Cutting-edge Action".
Zhang Hong said: "Women can show their beauty through multiple dimensions, and finally brew a force that breaks through stereotypes after accumulating through time. ”
The LANCY brand, like the women it represents, constantly breaks through itself from within and encourages more women to explore their true selves.
Edit: Tristan
Fine Arts: Roland