As the Spring Festival approaches, people are choosing "New Year's robes" full of festive atmosphere, such as standing collar and buckle long shirts, exquisite collared shirts, and colorful horse face skirts. The "new Chinese style" clothing full of traditional aesthetics has ushered in a consumption boom.
At the just concluded CCTV New Year's Eve Gala, Zhou Ye, Wang Churan, and Bai Lu appeared in the new Chinese style, which impressed many netizens and made them exclaim how beautiful they were!
From "out of the circle" to "hot", "new Chinese style" dressing is like a strong east wind, rapidly sweeping the fashion industry. Have you equipped your 'New Year's Robe'? What style would you choose?
China-Chic prevails, and "new Chinese style" clothing continues to be popular
The so-called 'New Chinese Style' actually does not have a precise definition. In the eyes of contemporary young consumers, clothing that combines traditional Chinese elements with current aesthetic trends can be classified as' New Chinese Style '.
The "New Chinese Style" is a fusion of traditional Chinese elements and modern styles such as millennium style and sweet and spicy style through the improvement of styles and flexible application of new elements.
Compared with traditional Hanfu, "New Chinese Style" is more inclusive, while compared with modern clothing, "New Chinese Style" is more sophisticated in style and material.
The new Chinese style has been popular for a whole year, and the versatile horse face skirt is selling well
A square breasted buttoned long skirt embroidered with ink and bamboo, a paired breasted lace up jacket adorned with green plum blossoms, and a fresh and elegant slanted breasted cloth garment... In a silk clothing city in Hangzhou, various styles of "new Chinese style" clothing are gathered.
On September 11, 2024, the Shanghai Cooperation Organization Women's Forum opened at the Qingdao International Convention Center, with a handicraft exhibition set up outside the main venue. The picture shows a horse faced skirt from Cao County.
On social media platforms, netizens have exclaimed that the horse faced skirt has become the new "New Year's robe" for young people. At the beginning of the year, Cao County reported that the horse faced skirt, which had sold 300 million yuan, was still in short supply. The horse faced skirt has been popular for a whole year.
The owner of a certain store pointed to a row of shelves full of horse faced skirts and introduced, "Horse faced skirts have been selling well all year round. They can be worn in any season, and customers order thousands of pieces at once
Not only young people like it, mature women also love the new Chinese style. Young people can choose lively styles, while older people tend to prefer dignified and generous styles, "she added with a smile.
In a certain store, the salesperson is carefully ironing a new Chinese style shirt. She said that the clothing in the store will be updated irregularly according to current trends. 'New Chinese style' has always been popular, so we will add more. '
Since last month, the store has been doing business for the Chinese New Year. "Normally, elegant colors like beige and light gray are the best-selling, but now that the Chinese New Year is approaching, festive colors like bright red and bright yellow are even more popular
Consumers favor elements such as dragons, phoenixes, and peonies
At the Hanzheng Street Brand Clothing Wholesale Plaza in Wuhan, almost every floor is equipped with new Chinese style clothing stores, and the staff are busy shuttling between customers. At the checkout counter, rows of customers waiting to pay have gathered.
Since the beginning of this year, the demand for new Chinese style clothing has been on the rise, especially recently, our store's sales have increased by 20%, "said Sun Xiaoting, the head of Li Yuefeng, a new Chinese style clothing store in the market. Now, not only have there been more manufacturers of new Chinese style clothing, but also more purchasing channels, and the purchase price has decreased by 30% compared to before.
Sun Xiaoting showcased a recently popular new Chinese style thin down jacket: embroidered with patterns of pine and cypress, both inside and outside made of silk. The price of this product is around a thousand yuan, which is generally acceptable to the public, "said Sun Xiaoting.
The sun drying field of the new Chinese style store on the same floor features fragrant cloud gauze fabric as its main element. Ms. Dong, the store manager of Shaiguchang, introduced that Xiangyunsha is an intangible cultural heritage fabric from Shunde, Guangdong, with excellent breathability. Nowadays, people have higher requirements for the fabrics and production processes of new Chinese clothing, and more comfortable fabrics such as silk and Song brocade have become their first choice
Ms. Dong said that as the Spring Festival approaches, jackets, dresses, and vests are popular among everyone, and the store's sales have increased by 50% compared to last month. Overall, Wuhan residents prefer elements such as dragons, phoenixes, and peonies. Young people prefer fresher shades of pink and blue, while middle-aged people prefer brightly colored styles.
Starting from October last year, Zhang satin and mink fur were expected to become popular items during the Spring Festival
In Hangzhou, the Chinese clothing store opened by the old tailor Qi Zhen is hidden downstairs in a residential area on Jingfang Road. The storefront may not have a glamorous appearance, but inside there is a vast world. Small jackets made of Zhang satin, vests made of Song brocade, and cheongsams made of silk and cotton are displayed quietly like works of art.
I haven't stopped since the beginning of the New Year, and I'm almost exhausted. "Qi Zhen was sitting next to the sewing machine, wearing reading glasses, busy making a new year's robe ordered by a customer -" Dragon and Phoenix Wearing Lotus "Song Jin Little Coat." I've been taking Spring Festival orders since October last year, and now all the orders that are not urgent are going to the back row of the New Year
Qizhen said that the Chinese New Year outfits in her store are mostly vests and cotton jackets. Customers like to choose Song brocade and Zhang satin fabrics, especially Zhang satin. "The surface has handmade crochet, three-dimensional patterns, and this year's' Eight Treasures Gourd 'color has been chosen by many people
Mink fur is also very popular, "Qizhen revealed. Many customers who come for customization like to add a snow-white mink fur on the collar, cuffs, and hem of their clothes." The patterns on the clothes are quite complicated, and adding mink fur accents looks fresher
During the Chinese New Year, fabrics with zodiac signs are also popular among customers. However, there are no new snake patterns available in the store this year. Parents like to choose fabrics that represent their children's zodiac signs, "said Qi Zhen. The Song brocade fabric of" Jade Rabbit Carrying Flowers "is a perennial style in the store, and there are many customers who choose to make parent-child clothes.
To her surprise, a blue fabric called "Everything goes smoothly" has become so popular that it cannot be ordered. The customer told her that because the name sounds similar to the theme of the Spring Festival Gala 'Si Si Ru Yi', 'it sounds good and has a lion dance pattern on it, auspicious and cute.'
Of course, customers who want to customize New Year's robes should do so early. The guests come from all over the country, and both Qizhen and her daughter Li Yun are very busy: "We have a full list of orders at hand. The process of Chinese clothing is very complicated, and cutting and arranging flowers take a lot of time. The construction period for one piece of clothing is usually about half a month
The popularity of "New Chinese style" clothing reflects the cultural confidence of young people
In addition to "new Chinese style" clothing, buying cultural and creative refrigerator stickers, visiting intangible cultural heritage exhibition halls and other products and activities related to traditional culture have also sparked new trends among young people.
According to the 2024 Youth China-Chic Brand Power Observation Report, if the product is integrated into China-Chic elements, 78.9% of the youth interviewed will be more willing to buy.
Many young people interviewed expressed that choosing to purchase "New Chinese style" clothing not only showcases their personality and style, but also showcases the charm and power of Chinese culture. They are willing to spend money on such products.
Liu Yue, a researcher at the Institute of Philosophy of the Chinese Academy of Social Sciences, said that the aesthetics contained in the "New Chinese Style" fashion is a "life aesthetics" that is not only rooted in the traditional aesthetics inherited by young Chinese people, but also closely connected to modern life. The evolution of this aesthetics reflects the active dialogue between young Chinese people and contemporary society, who seek life aesthetics through new perspectives.
Experts believe that in the trend of "new Chinese style" clothing, intangible cultural heritage techniques such as buttoning, embroidery, tie dyeing, and fragrant cloud yarn dyeing and finishing have been innovatively applied, and Chinese famous brocades such as Yun brocade, Shu brocade, Song brocade, and Zhuang brocade have also been revitalized in this process. The innovative activation of these traditional techniques and fabrics in the context of modern fashion not only adds vitality to the inheritance of intangible cultural heritage, but also provides possibilities for their further inheritance and development.