Xiang Rong
Every college graduation season, various creative graduation photos will be circulated on social media and become hotly discussed. This year, Hanfu elements have almost become the "standard" in graduation photos - putting a Hanfu "cloud shoulder" on top of the bachelor's uniform, decorating the bachelor's cap with hairpins, a unique finishing touch, adding a "Chinese" touch to the graduation season. "Wind" ritual sense.
The "national style" has also spread overseas. Some Chinese international students wore cloud shoulders to attend graduation ceremonies, and the "Chinese style" attracted waves of envy in the auditoriums of world-famous universities. Overseas students studying in China are also impressed by the charm of Hanfu. They wear cloud shoulders and hairpin hats to bring their study trip in China to a unique oriental beauty.
The platform data intuitively reflects the enthusiasm of "national style" in the graduation season. Chinese clothing and accessories such as cloud shoulders, eight-piece skirts, and hairpin hats are hot items in this year's graduation season. Taobao Hot Search took advantage of the situation and set up a "Chinese Princess Graduation" venue to provide graduates with matching suggestions; Taobao also launched a "Most American Style College" selection event, attracting the participation of college students from hundreds of colleges and universities.
Hanfu has been popular among young people for several years. On weekends and holidays, there are many young people wearing Hanfu to play and take photos at popular attractions everywhere. More and more Hanfu enthusiasts and merchants are also trying to find ways to match Hanfu to more scenes, such as designing improved styles that can be worn at work without delaying movement, and some merchants have designed "sports sun-protective Hanfu". In the graduation season, putting the cloud shoulders on the academic uniform and the hairpin on the academic cap is the latest attempt to expand more life scenes of Hanfu, which is quite ingenious.
The Hanfu market has broken out of the circle and become popular at an amazing speed in recent years. In 2019, the transaction volume of Hanfu on Taobao exceeded 2 billion yuan for the first time. In just a few years, the market size has doubled. The "2022-2023 China Hanfu Industry Status and Consumer Behavior Data Research Report" released by iiMedia Consulting shows that China's Hanfu market size will reach 10.19 billion yuan in 2021, and it is expected that by 2025, China's Hanfu market size will reach 19.11 billion yuan.
The rapidly rising market reflects the aesthetic confidence of this generation of young people. A blogger once used a short video to summarize the evolution of Chinese fashion: magazine covers in the 1990s were retro Hong Kong style influenced by Hollywood and French fashion; in the 2000s, the "European and American hottie" style dominated fashion covers; in the 2010s, Luxurious haute couture has become the darling of the fashion circle; today, nothing can better interpret Chinese romance and national style trends than a horse-faced skirt. The gradual improvement of cultural self-confidence is naturally reflected in the changes in aesthetic orientation. Buttons, skirt pleats, fish and bird patterns... generously show off the beauty of oriental classics, and also show off the unique spiritual outlook of this generation of young people.
In recent years, local governments, cultural and museum research institutions and enterprises have been committed to promoting Hanfu. Traditional clothing patterns are constantly being discovered and interpreted, providing a steady stream of inspiration for Hanfu design. On the 2024 CCTV Spring Festival Gala stage, the traditional Chinese pattern creation show "Nian Brocade" was displayedWhat is shown is the traditional Chinese costumes of different dynasties such as Han, Tang, Song and Ming. A number of excellent Hanfu designers continue to emerge, and the styles of Hanfu are also extremely rich.
E-commerce platforms have played a role that cannot be ignored as Hanfu has transformed from niche to popular, from museums to attractions and into daily life. At first, a small group of Hanfu enthusiasts were keen on replicating ancient Hanfu and handing it over to manufacturers for production. However, the manufacturers only accepted bulk orders, so these enthusiasts opened their own Taobao stores. While selling excess clothes, the store also became a place to promote Hanfu. window. Taobao continues to push Hanfu to the C level, and also brings together cultural institutions such as the Nanjing Museum and small and medium-sized businesses to co-brand and release new styles to support creative innovation.
I believe that in the future, the strong "national style" will not only "blow" into the graduation season, but also "blow" into richer daily scenes. Classical beauty and modern spirit run in both directions, and they will surely collide with each other to create more wonderful sparks.
(Source: Beijing Youth Daily)
