On March 17, lovers of national style dressed in Hanfu checked in at the 12 o'clock theme block in Chang'an.
On March 13, in the Banshengyuan cheongsam life hall, customers were choosing clothes.
New Chinese clothing accessories (photo taken on March 13).
On March 20, two tourists dressed in horse-faced skirts toured the city wall of Xi'an. The photos in this edition were taken by Wen Chao, a reporter from this newspaper
Reporter Yang Xiaoling
Spring returns to the earth, and the weather is getting warmer. Many beauty-loving ladies have changed into "new Chinese" style clothes and used them as new clothes to welcome the bright spring. Song Jin jacket with jeans, knitted sweater with horse face skirt, cheongsam with suit...... On the streets, in shopping malls, and in parks, the "new Chinese" outfits, which bring together traditional Chinese elements and current aesthetics, have become a beautiful scenery in spring.
"New Chinese style" has become the new "traffic password"
"I started my first 'new Chinese style' in my life. This stand-up collar suit with a traditional Chinese buckle is very charming and fashionable to wear, and I love it!"
In Xi'an's Datang Sleepless City, many young people wear clothes with Chinese elements such as buckles, tie-dye, stand-up collars, and moire to visit and take pictures, attracting the attention of many tourists. Zhao Yuting, a "post-00s" college student wearing a white button-down shirt and a horse-faced skirt, told reporters: "Recently, several girlfriends around me have worn 'new Chinese' clothing, and I have followed the trend and bought a few. Each piece is stylish and versatile. My horse-faced skirt is an improved version, with a zipper and trouser pockets, which is more convenient for daily travel. ”
Since the Spring Festival, topics such as "new Chinese embroidery wear" and "why young people like new Chinese style" have rushed to the hot search one after another. Open the social software, you can see that in the short video, celebrities wear "new Chinese style" when attending events, fashion bloggers are recommending "new Chinese style", and ordinary consumers are also buying "new Chinese style" clothing because they are "planted...... On a short video platform, short videos with the topic of "new Chinese wear" have been viewed more than 10.6 billion times. According to data from multiple e-commerce platforms, "new Chinese-style" clothing has become one of the categories with rapid sales growth this year.
Li Jin, associate researcher at the Institute of Sociology of the Shaanxi Provincial Academy of Social Sciences, said: As the name suggests, "new Chinese-style" clothing is "new" and innovative, and "Chinese-style" is "Chinese-style," which includes traditional, oriental, and national customs. "New Chinese" clothing stands out from modern fashion, which not only contains the fashion and trend elements of the new era, but also skillfully integrates the charm of traditional culture, becoming a mix and match style, which is widely sought after and loved by people.
The rise of "new Chinese" clothing has led to the blossoming of Hanfu enterprises everywhere. According to Qichacha data, as of February this year, there were 5,853 Hanfu-related enterprises in the mainland. Among them, there will be as many as 2,686 Hanfu enterprises registered in 2023, a year-on-year increase of 355.25%, setting a new high in the past 10 years. The highest concentration of enterprises is in Shaanxi Province, with 1,529 Hanfu-related enterprises.
According to the "2024 Vipshop Apparel Industry Spring and Summer Trend White Paper", "new Chinese" clothing will become one of the important trends this spring and summer. The combination of traditional Chinese elements and modern fashion design will form a strong attraction for the younger generation with a unique national fashion aesthetic perspective. Buckle jackets, horse-faced skirts, embroidered shirts, and national style suits are expected to usher in a sales explosion in the spring and summer of this year.
This is a romance that belongs exclusively to the Chinese
In the past few days, when visiting some shopping malls in Xi'an, the reporter saw that the spring clothes of various clothing counters have been fully updated. In these new clothes on the market, all kinds of "new Chinese" clothing with oriental elements such as buckles, embroidery, beads, plackets, ink smudging, jacquard fabrics and so on are often displayed in the most conspicuous position. Some clothing brands have made efforts on the track of "new Chinese" clothing: "Ordos 1980" launched a special spring collection, with a Chinese-style collar cut with a Chinese-style buckle, while Adidas launched a "Chinese-trendy" seasonal item through a "new Chinese" co-branding method...... There is an endless stream of customers who come to try on and buy.
On March 13, in a Chinese clothing counter in a shopping mall in Yanta District, Xi'an City, Huang Yilin, who was trying on clothes, told reporters: "The spring clothes I bought in previous years were mainly bright sweaters, windbreakers and jeans. ”
In addition to the clothing counters in major shopping malls, some private custom clothing stores have also become crowded in front of them.
There are not only improved cheongsams in the Banshengyuan Cheongsam Life Museum near Datang Sleepless City, but also a variety of "new Chinese" clothing such as short sleeves, long skirts, vests, and small suits...... Plain and elegant, beautiful and romantic, each piece seems to tell the gentleness and style of oriental women.
"From the very beginning of our establishment, our main focus has been 'new Chinese' clothing. Disc buckle, diagonal placket, stand collar, tassels, panels...... In my opinion, any clothing that combines traditional cultural elements with current aesthetic trends can be classified as 'new Chinese' clothing. Wang Bingxiao, the owner and designer of the Banshengyuan brand who has been deeply involved in the industry for more than 20 years, has his own understanding of "new Chinese style", "We will apply the eaves pattern of the Tang Dynasty to the shoulders of the clothes, and we will also hand-polish the Lantian jade into buttons and embellish the clothes." This can not only reflect the essence of traditional Chinese culture, but also have a sense of modern fashion, which can perfectly adapt to various scenes in life. ”
"Many of our 'new Chinese' clothing uses intangible cultural heritage fabrics such as Song Jin, Hangluo, and Su Jin. According to different fabrics and colors, we will supplement our own understanding of traditional culture in the design and production, and give each garment a unique Chinese temperament. Wang Bingxiao said that she hopes that customers can better understand traditional culture and be the spokesperson of traditional culture through the carrier of traditional culture of "new Chinese" clothing.
Many women will have "body anxiety", Wang Bingxiao feels that it is not necessary: "The characteristic of 'new Chinese style' is that the clothes are more inclusive, and the requirements for the body will not be so high." And we will tailor for each customer, different from person to person, develop strengths and avoid weaknesses, so that each piece of clothing is only born for one person, only lined with the beauty of one person. Through online and offline private customization, we have customized more than 100,000 pieces of clothing for customers in more than 30 countries and regions. ”
Recently, the "new Chinese style" has become popular in the circle, and there are many young people among the customers of "Half Life". In Wang Bingxiao's view, this is both an opportunity and a challenge: "This puts forward higher requirements for our clothing design and production, urging us to continue to innovate, keep improving, and improve brand recognition, so as to increase customer stickiness and repurchase rate." ”
Explore the background of the popularity of "new Chinese style".
Regarding the sudden popularity of "new Chinese" clothing, Li Jin believes that the simple design style of "new Chinese" integrating tradition and modernity has deeply captured the preferences of young people today. Traditional Chinese clothing mostly presents a rich and gorgeous style, and its own cultural sense makes it always have a fixed consumer group, which is the exclusive hobby of the parents' generation, and many young people will feel that they can't control it. The "new Chinese" clothing is simple and simple, the overall simplicity and clarity are retained, and the low-key elegance of traditional Chinese clothing is retained, pushing the pursuit of simple and tasteful life to a new height, and becoming a new choice for many young people.
"The 'new Chinese' clothing is based on the basic colors of the traditional Chinese five colors (red, yellow, blue, black and white), supplemented by bright colors such as red, yellow, green and blue for local embellishment, the overall bright and elegant, suitable for leisure gatherings, not only increases the elegance of Chinese aesthetics, but also reflects the pure and comfortable pursuit of modern life, so it has set off a new upsurge of consumption. Li Jin said that "new Chinese style" brings people not only a new experience, but also a feeling. Chinese aesthetics have gone through the vicissitudes of time, full of the temperature of oriental aesthetics and the thickness of history. "New Chinese Style" cleverly combines Chinese elements with modern fashion concepts, which stimulates people's emotional resonance.
In Li Jian's view, the popularity of "new Chinese" clothing is not accidental, behind it is people's increasing cultural self-confidence, people's inheritance, development and innovation of excellent traditional culture, the return of the national tide after people's aesthetic changes in the new era, and the refinement and cohesion of the essence of traditional culture. It is based on tradition and derives a new style from the aesthetic creation of modern people, so that people can still feel the inheritance and development of Chinese culture in the process of changing times and trends. As a unique way to inherit and promote traditional culture, the "new Chinese style" will surely bring people more inspiration and thinking about the inheritance and innovation of traditional culture.