China News Network, Shanghai, April 11 (Yang Haiyan) In 2024, "New Chinese style" can be said to be "leading the way" and become popular in the industry. New Chinese style outfits, Song brocade jackets, horse-faced skirts, etc. are frequently searched on various social platforms, " "New Chinese style" has become a traffic password. Unlike other short-lived fashion styles, this "national trend" does not seem to fade away with time, but instead attracts more and more attention. However, as the trend of "New Chinese Style" becomes more and more intense, it seems that "everything can be New Chinese Style", and problems such as errors in form and the proliferation of imitations and fakes have become increasingly prominent.
Amid the upsurge of national sentiments and traditional culture, how can Hanfu and "New Chinese Style" develop in tandem? The reporter learned during a recent visit that "new Chinese-style" clothing continues to be popular and is a popular code for dressing. Hanfu, as an important carrier of traditional Chinese culture, is not only a traditional clothing, but also a cultural symbol. It is increasingly recognized and recognized by the public. accept.
On the stage of the 2024 CCTV Spring Festival Gala, the traditional Chinese pattern creation show "Nian Brocade" stunned everyone. The gorgeous and gorgeous national style fashion show not only brought a visual feast to the audience, but also excited thousands of Hanfu lovers.
Shanghai Mingxi Traditional Hanfu Dress Museum displays different styles of Hanfu from the Tang Dynasty, Ming Dynasty, Song Dynasty and other dynasties. Photo by Yang Haiyan
Cao Yirong, a veteran Hanfu enthusiast born in the 1990s and the manager of Shanghai Mingxi Traditional Hanfu Dress Shop, chose the History Department of Shanghai University when filling out her application for the college entrance examination more than ten years ago because of her love for traditional Hanfu culture. In an interview with a reporter, she said that she couldn't hide her excitement when watching this year's Spring Festival Gala. She immediately wrote in her circle of friends: "Hanfu colleagues, today is really the Chinese New Year. We have been promoting Hanfu for 18 years, and finally it is on the Spring Festival Gala."
Traditional culture is getting more and more attention. Social media has promoted the rise of "national trend" and "new Chinese style" elements have become a good communication medium. At the same time, it has also promoted the spread of Hanfu in reverse. The reporter searched on social platforms and found tens of millions of results related to Hanfu and "New Chinese Style", with hundreds of millions of discussions.
Since January this year, the search volume for "New Chinese Style" and "Song Brocade" on the Internet sales platform have increased nearly 6 times and nearly 20 times respectively from the previous month. Cao Yirong said frankly that from a market perspective, it is not possible toIt is denied that the "new Chinese style" is much larger than Hanfu, but some "Internet celebrity clothing" has given consumers a stereotype of traditional clothing, and has also caused a lot of damage to those colleagues who really focus on making traditional Hanfu and ethnic costumes. impact.
The "2023 Chinese Brand Development Trend Report" shows that from 2019 to 2022, the number of Chinese consumers purchasing domestic products and trend-related products increased by 74%, and the transaction value increased by 355%. According to data from the China Textile and Apparel Federation, the "new Chinese-style" clothing market will reach 1 billion yuan in 2023. In the past three years, the total merchandise transaction rate of related products has increased by more than 100%.
What is the difference between traditional Hanfu and "New Chinese Style"? Cao Yirong introduced that according to different application scenarios, Hanfu can be divided into casual clothes, regular clothes, and formal dresses. The makeup is also more refined and sophisticated, and the "new Chinese style" is more simple and practical in daily wear. "Many consumers tend to confuse the two, and they can be distinguished based on the cutting method. Traditional clothing mainly uses flat cutting, while 'new Chinese style' mostly uses vertical cutting."
Faced with the "mixed mix" of new Chinese-style clothing that is "highly cost-effective" and has the wrong shape on the market, Cao Yirong revealed that many Hanfu colleagues will inevitably feel some rejection. "'New Chinese style' means 'borrowing', which is the stacking and patchwork of elements. Many clothes marked with the word 'new Chinese style' are mostly made of cheap materials, and some Western and Japanese elements. Many people They don’t care about the cultural connotation behind it and whether it conforms to traditional Chinese aesthetics after wearing it.” Cao Yirong lamented that colleagues who are actually promoting Hanfu were very heartbroken when they saw this phenomenon.
In fact, traditional Hanfu needs to be reflected from the clothing shape, application scenarios, common etiquette, origins, and the entire traditional aesthetic taste. Cao Yirong believes that, different from "New Chinese style", Hanfu needs to restore the craftsmanship and aesthetics of the time and present a more authentic traditional culture. For example, the Hanfu weddings that are emerging now need to comply with the etiquette of the clothing itself and do not need to be very fancy. fashionable.
Cao Yirong said that whether it is Hanfu or "new Chinese style", there is still a long way to go in the future. Only by having a broad understanding of traditional culture, understanding of traditional clothing and Chinese aesthetics, and designing with care can we make quality clothing. Realize the coexistence of Hanfu and "New Chinese Style". (End)
