When diversified individual consumption and quality consumption gradually came to the center of the stage, when the need for a better life became mainstream, a change in fashion consumption met us in the spring. So are we ready for this change?
In the China International Fashion Week on March 26, we can find some answers.
On this day, it is Vientiane's new life, which spans style and category: three releases of children's wear reveal innocence, happiness and new life. Grace Chen and EVE CINA bring elegant women to wear new insights. B+ by beautyBerry uses another form. A preview of the fall/winter collection is presented.
From the early morning, Shui Haier, Yi Shu, and FlowerNine brought three children's wear releases to make the new life on this day even more intense. Founded in 1995, Shui Haier brought a new change to the “old†brand. Camouflage and overalls, vacation print skirts and rattan bags make it easy for people to imagine the travel of a family.
Yishu is the Chinese style men's wear brand that has “fired†in the past two years. In this season's fashion week, it unexpectedly saw the release of a children's wear. The turmeric is mustard green and the tapestry is blue-stained. It can be seen that Yishu’s national charm has been extended. To children's clothing.
The children's high-profile brand FLOWER NINE·SUNNA & SONG·The conference will feature the theme of “North and Southâ€. The beauty of ice and snow, the makeup of the wizard in the snow, the use of white and blue glaciers, and the role of laser materials mean the integration of nature.
Regardless of whether traditional brands adapt to the new rules of the game, or whether adult brands extend across the category, or whether they are new brand extensions and creativity, they all cater to the needs of the new generation of consumer groups—80s and 90s, and read from the perspective of one family. Children's wear design, while trying to attract attention in a more recognizable manner, gains the wearer's psychological and cultural identity.
Looking at the entire fashion world, so too. The simple brand totem fades the halo, fashion consumption becomes more rational day by day and becomes a part of daily life. Product quality, design style, and cultural endorsement become the flashpoints that people pay more attention to.
Therefore, people began to favor the niche brands, especially the designer brands, who are “heart-to-heartâ€. For example, Wang Yutao's B+ by beautyberry.
This release was selected at the studio of Wang Yutao at 751D.PARK to preview new products with a small model and a static display. Continuing the feature of introducing a cartoon animal image on a quarterly basis, Wang Yutao embroidered camels and hoodies on the camels. Concise lines and outlines, stitching materials such as wool and embroidery are vivid and interesting. All the way to "the most lovely kind of interpretation.
From Wang Yutao's point of view, today's people are more subjectively wishing to release themselves and experience the tide that they did not dare to try. Beautyberry 2018 autumn and winter series presents the 80's street style, wide shoulders, checkered, punk, pass the uninhibited, but in the color match and accessories selection in the mix and match orderly, tactics, from baseball, sand and other vitality sports The elements are extracted, and the attitude of "playing" and "fun" is emphasized.
More and more designers and brands focus on young and interesting designs, and Wang Yutao said that the secret of beautyberry is that it is derived from life and above life.
Grace Chen, who is also good at capturing life, brings the "Modern Times" series. If you understand her previous designs, you will feel the breakthrough of the new series. Grace Chen has added a lot of military styles to her usual softness and grace. The lines are looser and more random, and the profiles are more rigid.
When models of different ages consistently emerge, especially the appearance of the model godmother Han Fei, people are immersed in this graceful age across ages. Grace Chen's consistent concept is to let Gao Ding into life. Gao Ding is not an unfathomably bustling and prosperous, but more of an attitude towards life. Her observation, research and promotion of modern Chinese women is her lifelong topic.
She said, "I didn't design a work, but you who put on this dress."
In the final release of the day, EVE CINA's designers incorporated the artist's work into the design. As the theme of the release show, “Love is boundless and embroidered dreamlikeâ€, according to the activation of the traditional costume culture of Dream Team in 15 years, they walk in the mountains and fields, and talk with time and space.
In this release, the designers and embroiders of EVE CINA sought inspiration from artists Cui Zimo, Shan Hai from the scrolls of Zuo Jin, and the unique mood of printing and dyeing and three-dimensional embroidery. Just like walking with them in the mountains, there are mountains and flowers on the flying skirts, blue sky and rivers, mountains and rivers, and fields and fields. The dragonflies and butterflies fly around and like a dream.
Fashion has always been a mirror of the times. Through fashion, you can explore cultural customs, the current aesthetics and lifestyle. Nowadays, the consumption power of fashion has gradually been released, and the explosive growth of designer brands has highlighted the brand of cultural self-confidence. According to a survey, 58% of Chinese consumers have purchased Chinese local designer brands in the past year, and nearly 70% of respondents have purchased Chinese designer products online. All of these provide fertile ground for the survival and growth of Chinese designer brands.
Although for the vast majority of still young designer brands, it is still a crucial juncture for survival. The fashion industry chain that belongs to the designer brand is not mature enough. Today’s China International Fashion Week is a strong link to all resources for design. Division and brand empowerment.
Just as the designers of Fashion Week said, China International Fashion Week witnessed the history of Chinese fashion. China International Fashion Week is the eyes of Chinese consumers and represents the power of the Chinese new generation.
The era of Vientiane is not to be missed.
"Textile and Apparel Weekly" editor Liu Jia / Wen
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