Text: Black Soil
Black Soil
Foreword
The cold winter has quietly come, and the campus is covered with snow, but the students are not afraid of the cold at all, and they are dressed in military coats and flower cotton jackets as new winter clothes, leading a wave of retro fashion trends.
This military coat that can be both warm and cool is popular in major colleges and universities, and has successfully seized the "throne" of warmth, which is really a hardcore weapon for keeping warm in winter!
As the saying goes, classics never go out of style.
So, why did the young man who didn't want temperature and just demeanor "turn around"? And he still chose retro and fashionable military coats and flower cotton jackets?
Military coats are warm and affordable, and then become the "new pet" of college students
The military coat was once forgotten with the changing times, but recently it is once again sought after by young people. Why is that?
This is indispensable to the "god assist" of down jackets, in contrast, the price of down jackets is usually several times more expensive, and the quality is not as stable as military coats.
No, the video of a group of male students from Northeast colleges and universities collectively wearing military coats to attend classes has gone viral on the Internet, which is the best example. This also reflects the rapid popularity of military coats among the college community.
For college students, in the face of the cold winter, they can't take care of their demeanor, so they ask for temperature first, and then the price of down jackets is too high. The price of a military coat is only 100-200 yuan, while the price of a down jacket is as high as thousands or even tens of thousands of yuan. The cost performance obviously does not meet the spending power of college students.
What is more concerning is that the warmth effect of military coats is not lost to down jackets. It's made from high-quality cotton or blended fabrics in a single colour and has no fancy patterns. The surface is properly treated and can withstand the cold snap. This is in contrast to many down jackets that focus too much on the flashy appearance.
In addition, the military coat is of excellent quality and has a long service life. It is not easy to deform after washing and is very durable. The quality of some low-priced down jackets is uneven, and the light loses the warmth effect, and the heavy is damaged and scrapped.
Military coats are inexpensive, warm and practical, and of excellent quality, which is fully in line with the consumption concept of contemporary college students. They focus on the actual function and don't care about the external packaging. This also fulfills the view that "it is shameful to spend a lot of money to buy inferior products, rather than buy good products with high cost performance".
We should not be fooled by flashy packaging, but should focus rationally on the actual quality of the product.
Ask yourself, where did our worship of military coats come from?
In the 80s, at the beginning of reform and opening up, the country's economic development was slow and the people's living standards were limited. An affordable, warm and durable military coat can help ordinary people survive the cold winter. It was in line with the economic situation and values of the time, so it was very popular.
In those days, people didn't look for appearance, they only valued function. A military coat with old-fashioned liberation shoes is people's daily attire. It represents the atmosphere of the times of simplicity, economy and affordability.
Subsequently, the mainland's economy grew rapidly, people's living standards improved, and consumption concepts also changed. Coats are gradually becoming the mainstream of down jackets with various styles and high prices.
However, in recent years, the post-90s and post-00s generations have gradually become the main consumer force. They advocate simplicity, pay attention to practicality, and value for money. As a result, the "old variety" of military coats, which is affordable and warm, has once again attracted attention and love.
The popularity of products is often closely related to the background of the times and the changes in the values of consumer groups. The military coat, once glorious and then forgotten, is now glorious again, which is a vivid example.
When we choose goods, we should not be superstitious about the packaging and brand, but focus on the inner quality. Choose a cost-effective product that is both reasonable and sustainable.
Flower padded jacket: from the old to the young people's new favorite
In addition to the boys wearing military coats, the girls are also "not far behind" and wear flowered cotton jackets. Walking on the street, add a beautiful scenery to the environment in the cold wind.
The padded jacket, which used to be mostly in the countryside, is now popular among young people, especially among college students. The reason for this is closely related to the contemporary young people's pursuit of individuality and inheritance of traditional culture.
The floral cotton jacket has a rich and colorful pattern, and boldly uses bright colors such as red, yellow, and blue, which coincides with the aesthetic needs of young people pursuing individuality. In addition, the price of the flower cotton jacket is low, and it is deeply loved by the post-90s and post-00s.
When the cold winter comes, girls wearing floral cotton jackets can be seen everywhere on campus, which also gives a new life to this once limited to rural dress, and has become a popular symbol sought after by contemporary college students.
In the Spring Festival evening of 1997, Zhao Benshan's sketch "Red Sorghum Model Team" also had a soft spot for big cotton jackets. The lyrics inside are "big cotton jacket, two cotton pants, the inside is sheepskin and the outside is wrapped in cloth, even if it is minus forty or fifty degrees, we will not be scared when it is cold when we wear it."
Stars wear military coats in a variety of styles
This classic item is not only back on campus, but also favored by many celebrities, some people love it, and some people make it funny. Netizen: Please let it go.
In 2011, Zhu Zhi became famous in the talent show in a sloppy military coat, and was affectionately called "Brother Overcoat" by the public. In fact, Zhu Zhiwen is not the first artist to become popular because of his military coat.
As early as a party on Hunan TV, Zhao Benshan and Wang Xiaoli collaborated on the sketch "Buying New Year's Goods" with a military coat. However, Zhao Benshan's purpose in wearing a military coat seems to be more to set off the civilian temperament of the character.
Fragment of the sketch "Buying New Year's Goods".
Unlike Zhao Benshan, when Andy Lau appeared on the red carpet in a military coat, the whole person exuded a handsome spirit. Andy Lau wore the military coat out of the style of a star, proving that classic items can also be very fashionable. This may be one of the reasons why Andy Lau is still prosperous after his debut for more than 40 years.
If General Andy Lau's coat is fashionable, then the TFBOYS combination of three guys makes the military coat look more cute and lively. The military coat in three different colors perfectly matches the three sunny and cheerful teenagers. TFBOYS makes people see that military coats can also be very suitable for young people.
In contrast, when Wang Junkai and Lu Han wore military coats, they exuded more masculinity. Wang Junkaijun's coat is handsome and elegant, and Lu Han is like an innocent "stupid roe deer". Both have their own styles, but both show off the vintage charm of a military coat.
Song Qian was wearing a military coat during the filming of the crew, which aroused heated discussions among netizens. Some people think that she has changed too much to be recognized, and some people question her acting skills.
Compared with other celebrities, Deng Chao's evaluation of wearing a military coat seems to be the worst. His military coat is called "Spicy Eyes", which is incompatible with his title of "male god".
The stars have interpreted the military coat in a variety of ways, showcasing the charm of this classic piece. Whether handsome, cute or civilian, a military coat can bring out the personality of a star.
The delicate relationship between contemporary college students and capital
At present, university students, as a member of society, are inextricably linked to capitalism. The college years are the golden period of growth, and college students are eager to experience a diverse life and participate in consumption. Various commercial brands have launched customized products for college students, leading the consumption trend.
For example, many fast fashion brands will launch retro-style clothing that college students love, and even directly enter colleges and universities to open stores. On the other hand, college students are also under pressure to find employment and need to put in the effort to earn a stable income. In order to earn points or gain work experience, many college students have to work part-time.
The power of capital penetrates into all aspects of college students' study and life.
Netizen replied: Capital was completely stunned by the post-00s...
However, the relationship is not without its cracks. More and more college students are realizing that blind consumption does not bring real satisfaction, but only aggravates the emptiness of their hearts. Some college students have begun to pursue a simple and natural life, reduce luxury consumption, and spend more time enriching themselves and developing hobbies.
Some malicious capital originally wanted to tie up college students and cultivate students' concepts of high consumption and fashionable clothing from the aspects of life, but they did not come to pass, and now young people are keen on military coats and cotton jackets. This is contrary to the deliberate guidance of capital, and in the end, the capital pocket is empty, and he has to cry and faint in the toilet.
Hopes for the youth of today
Some people say that this is an innovation for young people, and some people say that it is a petty bourgeoisie, but in any case, today's young people are dressed in a unique style! In short, there is more nostalgia, especially those military coats and flowered cotton jackets, which are eye-opening.
These young people are dressed up exquisitely, wearing military coats and floral cotton jackets, they feel like they are going to that station, they are graceful and chic, and some of them are wearing sneakers and jeans, which are comfortable and flamboyant.
In the cold winter night, a military coat can be described as a universal artifact, worn to resist the wind and cold, and can also be used as a quilt cover when tired, such a style can only be described as "breathtaking"!
Some young people work hard for their parents to save money, while some people squander very much, chasing famous brands, signature bags, chasing stars, etc., these two concepts are in stark contrast.
Netizen: We have to spend money to live within our means, and we are not stars yet.
In the tide of social change, these young people bravely walked out of the road of individuality, which not only made everyone's eyes shine, but also showed the excellent quality of contemporary youth. Let's look forward to more youth waves in the future!
Author's point of view
The internet has certainly changed our lives, but it has also reminded us of the importance of getting back to nature and passing on our culture. In the turbulent material world, we need peace of mind even more.
Perhaps, true happiness is not in having, but in sharing.
How do we find our own way of life and values in this fast-paced society?
【Disclaimer】The process and pictures described in the article are all from the Internet, and this article aims to advocate positive social energy and no vulgar and other bad guidance. If it involves copyright or character infringement issues, please contact us in time, and we will delete the content as soon as possible!