Hanfu, also known as Han clothing, Han clothing, and Chinese clothing, is the embodiment of China's "land of clothing", "land of etiquette" and "splendid China". It carries the Han people's outstanding craftsmanship and aesthetics such as dyeing, weaving and embroidery. It is a symbol of Chinese traditional culture.
With the prevalence of national style, Hanfu is also reshaping the new fashion economy with its unique fashion charm, gradually breaking through the small circle of enthusiasts and entering the public eye. Commuting to work, going out for outings, and living at home, now Hanfu is gradually stepping off the stage, out of the screen, overflowing during festivals, and coming into people's daily lives, becoming a fashionable clothing suitable for all aspects of people's daily life.
A few days ago, three women in Hanfu walked side by side holding round fans. The Wei and Jin styles on the left, the Han system in the middle, and the Tang style on the right, the three become a beautiful scenery in Shangxiajiu Pedestrian Street.
In early summer, Mr. Zhang’s family of four all dressed up as ancient people, wearing “long skirts with belts and wide sleeves and acacia jackets”, came to Ersha Island for an outing and leisurely tour among the green, fat, red and thin. Don’t think that this is a filming scene for a movie or TV series just because of the Hanfu style on their bodies. For Mr. Zhang and his family, this is just their weekend routine in recent years.
Mr. Zhang and his wife are considered to be the earliest batch of Hanfu enthusiasts in China. They became attached to Hanfu and then fell in love and got married. After a pair of children were born one after another, their lives became busier, but they did not give up their hobby for many years. Instead, they used Hanfu and related traditional culture as a link to closely connect the family of four.
During the epidemic, we can’t travel far, so Mr. Zhang’s family found a quiet place during the holidays, pitched a tent, wore Hanfu, brewed a pot of tea, and read a poem. They had fun and the years were quiet. .
"Although the physical space is restricted by the epidemic, the traditional cultural experience based on Hanfu has expanded the spiritual depth and breadth of our outing." Mr. Zhang said.
The model is showing off a replica of a two-piece cross-collar skirt unearthed from the Confucius Mansion.
A model is showing off the restored Queen Zhai Yi of the Song Dynasty.
Hanfu has become a new fashion style
Wei and Jin style on the left, Han style in the middle, Tang style on the right. Three women in Hanfu walk side by side holding round fans. During the May Day holiday, among the crowds of people on Shangxiajiu Pedestrian Street, there was a scene full of "time travel".
"We are not Hanfu fans, we just wear trendy clothes." Xiao Xie from "Wei Jin" said.
"Conventional fashion styles have limited changes and lack of new ideas, but these Hanfus make my eyes shine. In our eyes, this is the most fashionable fashion." Xiao Zhao from "Tang Dynasty" explained.
"Sometimes the most classic is the most fashionable." Xiao Wang of "Han Dynasty" added at the end.
In fact, the booming Hanfu market is inseparable from the "efforts" of young consumers, and it also reflects the current young people's recognition and love for Chinese traditional clothing culture. Hanfu not only satisfies their pursuit of personalized fashion, but also brings back traditional clothing culture. Similarly, the resurgence of national fashion has also driven the original "niche aesthetic" to become more popular, injecting new elements into old brands, opening up a track for new brands, and becoming a new consumption trend for the "post-wavers". This group of young people with individuality and preference for niche culture have gradually gained economic purchasing power and have a say in the new consumption trend.
"I hope that Hanfu will not only be an embellishment in my life, but also the main color." Xiao Wu, who works in a cultural media company, uses Hanfu as his daily wear for commuting, dating, and shopping in the supermarket. , she will wear all kinds of Hanfu that she likes. "As more and more people wear Hanfu, people no longer pay too much attention to me because of my outfit, which makes me relieved."
On weekends, the children wore sports-style Hanfu and played basketball with ease.
Some people are willing to wear Hanfu for commuting, but they are unable to take action due to the nature of their work. Pair a T-shirt with a horse-faced skirt, or a cardigan with jeans. In order to make Hanfu look more down-to-earth at work, some people choose to mix and match Hanfu with ordinary fashion, thus presenting a more personalized and personal look.
Ms. Li Yun, the artistic director of a certain brand, explained: Hanfu with wide robes and long sleeves was generally worn by ancient nobles. It is exquisitely crafted and extremely luxurious. This type of Hanfu is like modern suits and formal dresses, and generally requires no labor. Weared by nobles or common people on important occasions and festivals.
In real life, Hanfu also has many lightweight narrow-sleeved daily styles. Our ancestors also wore these styles to play Cuju, ride horses, go shopping, party and work. After thousands of years of evolution, Hanfu has penetrated into all aspects of people's daily life, and its application occasions are very comprehensive, ranging from grand and gorgeous layers of formal clothes, to light tube tops, skirts, small jackets, and trousers, which can be grand. It also provides daily comfort.
Two customers are shopping for their favorite Hanfu in an antique Hanfu store.
Short videos have become a powerful tool for Hanfu to "break the circle"
In recent years, Hanfu dressing has suddenly emerged on the short video platform, and short videos on the topic of Hanfu have become popular on the Douyin platform. The video has been played 36.57 billion times. With the help of social media platforms such as Bilibili, Douyin, and Weibo, HanService culture has gradually become a new trend that young people pay attention to and discuss. The "momentum building" of the Internet platform has made people highly receptive to "new trend culture" and also provided a good environment for the rise and development of Hanfu. People wearing Hanfu can be seen everywhere on the subway, in shopping malls, and in restaurants. Ru skirts, jackets, round-neck robes, horse-faced skirts... Hanfu has gradually evolved from a niche hobby into a popular industry.
Data show that from 2015 to 2020, the sales scale of China's Hanfu market has surged from 190 million yuan to 6.36 billion yuan. Although growth has slowed down due to the impact of the epidemic in 2020-2021, as national education attaches great importance to traditional culture, more and more young and middle-aged people understand Hanfu culture and are even willing to buy Hanfu. China's Hanfu industry There is still a lot of room for growth in the future.
In early summer, Mr. Zhang’s family of four dressed up as ancient people and came to Ersha Island to camp and swim among the green, fat and red skin of late spring.
The road to branding Hanfu has a long way to go
According to the "2021 China Hanfu Industry Status and Consumer Behavior Data Research Report" released by iiMedia Research Survey data shows that more than 40% of consumers surveyed expressed a neutral attitude towards counterfeit Hanfu, and only 11.2% said they did not support it at all. In addition, 31.2% said they had purchased counterfeit Hanfu.
At present, the resistance of ordinary consumers to counterfeit Hanfu is still insufficient, and merchants generally do not pay enough attention to originality and lack copyright awareness.
Building a "national brand" has a long way to go. Only by being able to maintain loneliness and endurance, integrate the spirit of ingenuity and national character into every aspect from product research and development to brand building, persevere and Only through long-term efforts can Hanfu culture, a unique shining pearl on the crown of traditional culture, be made more dazzling.
(Guangzhou Daily reporter Wang Yan/text and pictures)
