In 2019, How Did The "Red Tide" Clothing Brands Explode?

In 2019, the national tide IP staged an explosive red curve in various fields, especially in the field of fashion. The culture of national wind, the cross boundary of domestic goods, and the marketing of national products, as long as they are related to cultural connotation, can be called "national tide".

So what is the national tide? The tide of the country, that is, taking the brand as the carrier, is not only to satisfy the young consumers' pursuit of fashion, to publicize their individuality, but also a natural return to the traditional culture and a popular phenomenon.

RET, general manager of Northeast China, pointed out that the definition of "national tide" needs to be considered from two factors in the summer. First of all, the most important and core is whether there are genes in traditional culture. Secondly, whether it can integrate traditional culture with the current trend and have a more fashionable sense.

The culture of a great country is 5000 years old. Different ways to express, bright China. " "The tide of the nation" has sung the performance of the current major brands to the national tide. Every clothing brand wants to play flowers in Chinese culture. One stroke, one stroke and one stroke are all about the cultural connotation of China's five thousand years. How many Chinese cultural values can they show to Chinese culture? How do clothing brands understand Chinese culture? In 2019, what kind of "national tide" of clothing brands can really integrate Chinese culture into costume design?

　　 Pacific bird: reshaping the universal core of fashion

This year's "two brush" New York fashion week's Taiping bird, with its fashionable elements of youth culture, once again bloomed the Chinese culture on the international fashion stage, releasing a new generation of young people's power, and reshaping the universal core of Chinese culture.

The Pacific bird is no longer confined to Chinese culture, but uses the integration method to show Chinese elements more internationalized. Therefore, PEACEBIRD MEN and the new artists Trouble Andrew and Reilly hand in hand to explain the classic IP Sesame Street, cartoon elements, punk modeling, and obvious models. Every detail shows that the Taiping bird wants to convey different visual effects with the artist's thoughts.

In T, I saw very traditional Chinese calligraphy and created young people's "Youth" characters in an artistic way. At the same time, the contrast between Chinese traditional culture elements and the image of Sesame Street and cartoon shows a new spark coming from the "national tide" and the avant-garde style. The metal chain accessories, doodle shoes, graffiti and punk elements are integrated into the Oriental elements of Chinese gowns, characters and scholar images, which bring a brand new "Chinese feeling" to guests.

In fact, this is not the first time that Taiping bird shows its culture in the local culture. Since its first collaboration with Tmall in 2018, it has shown the ambition of Taiping bird. Taiping bird carries its core brand PEACEBIRD WOMEN Taiping bird dress and PEACEBIRD MEN Taiping bird men's clothing. With the theme of "new student doctrine", it combines Coca-Cola with the 90s Chinese student elements creativity to wake up the memory of ancient times, the first fashion show in New York fashion week, April 24, 2018, and join hands with Ali to Australia, aiming at the overseas Chinese market, bringing the tide of the country to a further distance.

Taiping bird wants to expound the unique charm of Chinese culture from a fashionable perspective and let the international community know more about Chinese tradition and culture. As Wang Mingfeng, general manager of PEACEBIRD MEN, put it, "the world is flat, and there is no time difference in the transmission of information. Therefore, we integrate into the global culture from the open spirit of our predecessors. We are willing to understand others, and we also want to make others understand us through our efforts."

　　 Lining: Philosophy from design

For the inventory of the national tide, it is essential to bring the "national tide" into the mass sports brand Lining. Since February 2018, Lining's "China Lining" has embarked on the fashion week in New York after taking Tmall's boat. It has not only left a show but also became the pronoun of "tide". Since then, the four words of "China Lining" have been embedded in the fashion fashion.

In February 2019, Lining embarked on the fashion week of New York again, taking "row" as the theme, and introducing the philosophy of Chinese traditional Confucian culture with fashion design.

"Xing" is taken from "Xunzi's cultivation". Lining's theme of Confucian culture is to express a positive, healthy and energetic attitude towards nature, close to nature and natural integration in Chinese traditional philosophy, which coincides with the idea of Lining movement.

The three series of Lining's urban series, journey series, and natural series, starting from the Chinese style, integrate into the traditional philosophy of the beauty of landscape and the unity of man and nature, and infiltrate the artistic conception of the great scenery of China's rivers and mountains into modern popular culture, presenting the contemporary Chinese style with the times. The designer combines the long handed techniques with Lining's motion genes. Traditional tie dyeing techniques and natural hemp materials make sportswear appear graceful beyond vitality.

Lining also emphasizes the functional attributes of sportswear from the Chinese style. Functional fabrics, multi bag design and modular reorganization will show practicality. At the same time, the product's connotation and fullness and product expressiveness are more in line with the characteristics of "tide". With the integration of cultural conception and modern design, Lining wants to interpret Chinese culture from the perspective of sports design.

　 Ya Ying: deep penetration tradition

As a high-end clothing brand in China, Ying Ying does not have every product with Oriental symbols and symbols, but it penetrates the characteristics and connotation of Chinese culture into the root of the brand, so that it can emit a strong oriental aesthetic gene.

Compared with most of the brands that are automatically or passively labeled as "Chao" and "Chinese style", most of them are committed to the exploration and innovation of Chinese traditional culture, presenting Chinese aesthetics and traditional elements in a more abstract form of art, instead of merely accumulating traditional elements in costume design, showing more visual language combined with tradition and modernity.

In the 2020 advanced custom show, Ya Ying wanted to break through the boundaries, renew the tradition, take the "Chinese fan" as the theme, and the fans of the Imperial Palace as inspiration. "Fan" is a microcosm of Chinese culture. It also bears the testimony of the times, and combines the deep and emotional design aesthetics and the exquisite craft to build a new Chinese style elegance.

The Ya Ying 2020 Gao Ding series takes the perspective of overlooking the Forbidden City as the breakthrough point, inspired by Dan hue of Taihe Dian, taking the Chinese color jade white as the main tonal, supplemented by the relaxed coral powder and indigo blue to interpret the modern style, and integrates the silver with the future sense to connect the boundless time. The Chinese aesthetics and traditional elements are presented in a more abstract art form. The dragon pattern and the sea water cliff with traditional cultural meaning are reproduced in a ceremonial fan that shows the authority and strength of the emperor. The Chinese painting is reconstructed in a more abstract form, and the poetic and picturesque river cliff is embodied in the geometric form of modern art style. Carrying the long history of China, the group fan is integrated with the symbolic elements such as Ruyi Yun, peony, and so on, which blend in the charming profile to convey the elegant and optimistic attitude of Oriental women.

　 What is the pursuit of "national tide"?

Throughout this year's fashion industry, most of the clothing brands want to make an issue on the "national tide". Whether Lining or Taiping bird combine traditional culture with tide, or ya Ying's deep fashion exploration of traditional culture, to some extent, they use popular way to transmit Chinese culture to the world without interruption, so that more people can get to know China in a new perspective.

Young people dominate the consumption of clothing market. They like to update the tide, more attitude and novelty. Brand enterprises want to seize this big market, they need to take the opportunity to start from their needs, focusing on the trend of fashion, cutting-edge, personality, and get a lot of consumers' attention. Old brands such as Lao mama, Wang Zai milk, white rabbit, Guangming dairy and other old brands used the cross-border way to catch up with the "tide of the country". They launched a very retro and brand featured clothing to attract new consumers. After that, old brands like boiseng, leapfrog, PEAK and other old brands wanted to become younger. "Chao" is one of the ways they opened up new roads. The design, elements, ideas and so on are integrated into the characteristics that young people like now to make themselves more recognizable.

In 2017, there was a variety show of hip-hop in China. "Do you have freestyle?" This program has been brought to the public and brought into contact with the trend of hip-hop culture and street culture, which has spawned the consumption of tide brand in China and further promoted the new development of the domestic trend industry. In 2018, Lining pushed the concept of "chao chao" into the market, and many enterprises followed suit. They all wanted to give "Chinese culture" more profound meaning and connotation to the brand or product.

In fact, scrutinizing the products of "chao chao" on the market is mostly just playing the "Chinese style" cultural label simply and violently. How much can we really learn from and inherit the Oriental aesthetic culture? Large and small clothing enterprises or brands, IP joint name, cross-border cooperation, cultural implants and other ways of letting flowers bloom, but let young people really understand the fashion content of Chinese culture is not much, consumers may only see the elements presented on the product, and do not have a real understanding of the story behind and connotation, and more importantly, only a pile of elements.

Some professionals pointed out that during the 15 years of the development of the national tide, there were also many tide cards, such as CLOT, NPC and other celebrities, MYGE, EKHLAS and other fashion lovers. There were also traditional fashion brands such as Lining and Taiping bird. But the biggest problem is that the trend culture is not firmly rooted and the quality of the tide is uneven. But the current situation of the national tide is summed up in two sentences: the stage of tide culture construction and the remolding stage of brand image.

The tide of the country is not only a fashion trend, but also a manifestation of Chinese culture in the trend of fashion. It is more symbolic of the rise of Chinese fashion and the change of aesthetics in the fashion field. The integration of traditional culture can not only inspire the resonance of many "individuals", but also make the brand more symbolic value, which is concerned and sought after by the people of the world.