Walking on Wukang Road in Shanghai, you may not be able to meet the heartwarming boy around the corner.
But you're bound to run into a boy dressed in Essentials.
Walking in Sanlitun, Beijing, you may not be able to meet the angel girl who fell in love at first sight.
But you're bound to run into a BM girl with a size 0.
Two days ago, Sanlitun was blocked by a group of high-value hot girls.
The reason is that the most popular brandy Melville physical store opened here, and it is said that on the first day of business, half of the skinny girls in Beijing went to punch in.
Shopping in these places, you can always see the hipsters in Essentials and the hot girls in BM every few steps.
This scene inevitably feels a little familiar, as if walking on the street last winter, there was also a group of boys and girls wearing the same clothes, walking around the street, but the protagonist of the clothes was changed to "north down jacket".
If you walk near a school, you will find that this phenomenon is even more obvious, and netizens have summed up the pomp and circumstance that appeared last winter into a new vocabulary - "all north".
In the early years, T-shirts printed with "all evil men", with checked trousers and fisherman's hats, became popular in the market, and overnight became the hottest match at that time.
Many people compare it with the BM wind of today's fire, not to mention, this sense of déjà vu really has a comeback.
Have you found that it seems that often overnight, a fashion trend brand suddenly caught fire and became the hottest hit at the moment.
Everyone began to buy in groups, as if they had forgotten the famous saying when they were young, "Bumping shirts is not terrible...".
On another day, the heat of this "Internet celebrity trend" suddenly dissipated, like Supreme, which was once a fire, but now disappeared into the sight of the public, after surprising everyone.
Young people face the risk of colliding with shirts and buy the same model, is this an aesthetic change, or is the output concept of young people for the current new purchase culture changed?
Under the full body of "full essentials", "full BM" and "full north", what secrets are hidden behind it?
Many times, we think that the explosion of a trend brand is based on the pursuit of trend lovers and fashionable spirits who really understand it, but it is not.
Take Essentials, for example, many people know that Essentials is very popular, but in fact, many people still don't know much about the story behind it.
As a side line for young audiences by high street brand price of god, Essentials is menacing, and the limelight has even already overwhelmed the main line.
When many people have not yet figured out the relationship between Essentials and Feather of God, Essentials has inexplicably "rolled" into various circles.
In addition to Essentials, there are brands like 13demarzo, which also staged a trend of "full staffing".
Founded in Paris, France, 13demarzo has made the bear doll the brand's iconic DNA, and in the past two years, it has become popular on the Internet with its youthful and cute design route.
When you open a book, you'll find that it's full of branding about 13demarzo.
But embarrassingly, a lot of fake information is also mixed in.
Some plagiarized models with the words "15demarzo" and "demarzo" printed on the back were also posted on the Internet, in order to fake the truth and indiscriminately charge the number.
Because of the lack of understanding of the brand, many people actually do not know that they have bought "fake goods", and illegal merchants take advantage of the psychological loopholes that everyone is eager to buy "explosive clothes", which not only hurts consumers, but also hurts brands that really carry out original designs.
There is also the French brand Ami Paris, which has revived in the past two years, and recently successfully rolled up a strong wind of "playing card red heart A" in the fashion circle.
Founded in 2011, although its birth time is not very long, it also has a place in the "jianghu", but it is mistaken by many people as a "niche brand" that has only turned out in the past two years.
In fact, this phenomenon is not in the minority, many times, everyone is not clear what the trend they follow is, so in this case, why do many people choose to buy it? Is it really just because it's so easy to dress?
In fact, in these positioning light luxury, trend, niche explosive clothing, there is a common condition, that is, a more reasonable price range, more and more people pay more attention to the material aspect of good sexual price experience.
Spending a few hundred or less than a thousand yuan, you can bring the taste of clothing into the array of "light luxury" and "high-end", not only can experience the satisfaction of using luxury brands, but also will not produce too much pressure on money, so that it can be cost-effective and quality.
Like the high street brand Feather of God, the high price makes many fans who are obsessed with it say: Awe is not worth it.
The new branch line Essentials, officially released in the spring and summer of 2018, is at least several times cheaper than the main line Dear of God.
Many young buyers just want to have a good-looking outfit, and Ideals can meet that demand.
The material of the workmanship fabric is basically not to say, and many people say that the plate type of Essentials is indeed a must, and the power to modify the shoulder shape and body shape is very online.
If it is only based on the most basic usage needs, then in comparison, the cost performance of Essentials will indeed be much higher.
McKinsey has released an annual report titled "Double-Clicking on Chinese Consumers", pointing out that post-90s consumers are becoming a new consumer engine. McKinsey believes that in the next few years, sales of light luxury products are expected to grow by 11% to 13%, reaching 620 billion yuan by 2025.
"Affordable high quality of life" has become the pursuit of more and more young consumers. This is undoubtedly a more rational way of consumption, and it is also in line with the trend of such explosive clothes with "light luxury" characteristics becoming more and more popular in the consumer market.
In addition to pure consumption, young people will also build themselves through consumption and amplify social value.
To put it simply, everyone is more concerned about the experience and feelings that clothing brings to the heart, just take the purchase of explosive clothes, many people's purpose is not only for their own use, but also to share in social media, in order to enrich social life and expand social influence.
When the fashion trend of wearing explosive clothes gradually began to "become popular", more and more people hoped to strengthen their community belonging and labels by buying this dress, and achieve mutual integration between the circles.
At the same time of consumption, this is also a new type of social expression for modern young people.
Behind the sudden rise of the tide brand explosion market, it seems to be a "wave of people's carnival", but in fact, it is also young people through consumption to expand the social circle with this theme, real-time communication and sharing.
Although the advent of the new consumption era has to a certain extent intensified the speed at which young people get together to buy explosive clothes, in essence, more people still hope to show themselves through social media, so as to gain the recognition of their own fashion by others.
I still remember when I was in school, everyone wore the uniform issued by the school, and some students began to make drastic changes to the school uniform, graffiti, cutting, and redesigning the school uniform, showing their expression of personality everywhere.
Today, in the absence of "prescribed boundaries", many people's dressing patterns have become surprisingly unified, automatically becoming a member of the "full essentials" and "full BM".
The occurrence of this phenomenon is actually based on the fact that many people do not want to wear out the appearance of their own hearts, but are more concerned about what image they have in the minds of others.
In simple terms, before they can truly judge and find the style and positioning that suits them, some people need to find a shortcut to quickly get others' sense of identification with their fashion.
In the context of the general trend, everyone hopes to get the affirmation of their own fashion value, but often ignores the cognition that "clothing is only the coat of material needs, and the spiritual connotation is the real fashion label".
On social media, some girls shared their feelings in the BM store, "visiting BM is inferior", "I want to have a no. 0 figure", "I don't weigh more than 100", these remarks are endless in the upper echelons of the Internet.
When the desire to pursue fashion is wrapped in various consumerist terms, "white and thin" and "size 0", the prevailing trend consumes whose body anxiety?
In fact, the original intention of the BM brand is good, in order to provide small clothing for girls who can't buy the right Size for those small skeletons.
However, under the admiration of various "hipsters", the benchmark sexy high-end, good figure BM style, so that it gradually lost its original meaning, and even let many girls have different degrees of anxiety, inferiority and other emotions.
When the aesthetic becomes solidified, and the pursuit of identity for the body and fashion will occur, this trend of no personality and becoming unified will occur.
In fact, no matter what height, or what kind of figure, finding your own style is the most important, accepting the beauty of diversity, suitable and your favorite style, will make all attempts meaningful.
In addition to the need to gain a sense of identification with fashion in others, when more and more people around us begin to wear Essentials and BM, subjective consciousness will also be affected by popular thinking.
At this time, the herd mentality will become more and more obvious.
In today's developed social media, merchants make great use of everyone's herd psychology and carry out product marketing on the Internet.
Blessing stars and Internet celebrities personally perform, so that this heat will quickly spread in the crowd.
Those "trendy newcomers" who want to be different often choose the lowest cost and least error-prone way to enter the fashion industry.
At this time, the explosive brand no longer undertakes the basic function of clothes, but also becomes a "stepping stone" for young people to enter the trend circle.
In today's rapidly changing trend, we seem to be choosing a brand, but unconsciously, we have become "chosen by the brand".
Gabrielle Bonheur Chanel once said, "Fashion is fleeting, but style lives on." "Style is an expression, fashion is an attitude.
Kate Blanch, the "Big Devil" who wears old clothes and walks the red carpet, proves to everyone through personal demonstrations that it can also be fashionable to wear old clothes to important occasions.
She once said: "From haute couture to T-shirts, landfills are filled with clothes that need not be discarded, which seems willful and absurd." "This attitude towards clothing and fashion is very transparent and sober.
Actress Fran Lebowitz, who for decades always wears a men's long coat, her choice of silhouette coat, always emphasizing the lines of the shoulders, gives a strong and capable feeling.
Although she is not a beauty or a trendy person in the traditional sense, her attitude to clothing style is one of the manifestations of her outward charm.
In this era of traffic bundled by marketing and big data, when more and more people feel that "everyone is buying, so I should also buy", everyone seems to have a real good feeling for "blockbusters".
In order to test this theory, we also specially invited the hipster men and women who live and work in different fields to talk with everyone, and at the beginning they bought these "explosive clothes" mental process.
Aidan, an Internet worker who pays little attention to the fashion industry every day, is 996 every day, and took the lead in sharing his ideas.
Although it was also purchased when colleagues around them all wore Essentials, the existence of "true fragrance" was indeed felt behind the upper body, and the design in line with aesthetic pursuits satisfies the pursuit of trends by people who do not pay much attention to the fashion circle, and to some extent, it also saves a lot of time.
Keith, who works in the consulting industry, is also a member of the Essentials, "cost-effective" and "enough is good", which have become an important element of his purchase of explosive clothes.
As a buyer in the fashion circle, Tina has a clear insight into the trend, which clothes are currently on fire, can not escape her keen judgment.
For the matter of wearing explosive models, it is important to show their fashion attitude, in fact, no matter what the situation, behind these chases, it is nothing more than people trying to "become more fashionable and more tasteful".
Although this sense of fashion can be easily created, the "unified" fashion will inevitably make people look aesthetically tired and lose the personality they originally wanted to express.
Fashion itself is an attitude from the heart, it is through clothing and appearance, showing the way to see yourself and the world.
Abandon those fashions that are manipulated by traffic and explosive models, wear out attitudes, show themselves, be confident enough, and believe that one day the "whole body" will become less and less.
Editor: Wang Wenshou