CHIC National Fashion Exhibition Area Is The Most Beautiful National Fashion

General Secretary Xi Jinping pointed out: "Without a high degree of cultural self-confidence and cultural prosperity, there will be no great rejuvenation of the Chinese nation." Costumes, as a cultural form, rise with human civilization, which is both the crystallization of material civilization and the carrier of spiritual civilization.

With the revival of "national style" and "national trend" culture and the rising international status of China, the cultural consciousness, cultural self-confidence and sense of national identity of Chinese people, especially the young people of "Generation Z", are rising. The "national style" clothing, which contains thousands of years of history, culture, aesthetic taste and other cultural connotations of the Chinese nation, is widely loved by consumers, "Guofeng" clothing brand also welcomes unprecedented development opportunities.

More than 13 Disney Snow White cooperation funds - Snow White Dream (left)

More than 13 Lingbo looking forward to the moon - TV drama "Dream of China" co named Song Dynasty made cape Han Fu women (right)

Faced with the growing diversified, daily and personalized needs of young consumers, all major "national style" clothing brands have made efforts from multiple dimensions, such as cross-border cooperation, co branding with well-known IP, adhering to the restoration of Han style clothing, and creating commuting Han elements. Driven by the innovation of the whole industry chain, they seek breakthroughs, deepen market segmentation, and build a solid "moat" advantage of brands.

In the current CHIC2023 (spring), China Fashion Association's Guofeng Clothing Special Committee set up Guofeng Clothing Exhibition Area in the North Hall of the National Convention and Exhibition Center (Shanghai) , invited More than 13 years, July Eve, deep flowers and trees, Shangjiukai, Dejin, Hanchen, Longteng, Han and Tang Dynasties, ancient clothing patterns, Tianxi, Feitong Fanxiang, Hongguan, Tianxu 12 national style clothing enterprises participated in the exhibition, and their products basically covered all existing categories of "national style" clothing. Let's take the lead to appreciate the style of these brands and listen to their expectations for participating in CHIC

Location Map of "National Fashion Culture Exhibition"

July Eve is a young Hanfu brand. The brand focuses on young consumers in terms of consumption positioning, "hoping to make more people of Generation Z feel the charm of Hanfu and the essence of traditional culture." July Eve is well aware of the complexity of traditional Hanfu wearing methods and steps, so the concept of "light" is emphasized in the design. "light" Hanfu starts from reducing the burden of wearing, To increase comfort, consumers can split a complete set of hanfu into single items to match with fashion.

"Due to the cumbersome process, incomplete supply chain, limited number of employees and other problems, it is very difficult to manufacture traditional hanfu. Consumers often have to wait for a long time from placing an order to receiving the desired hanfu, so they can't experience the charm of hanfu at the first time". This is a common problem faced by Hanfu brands, and it is also the pain point of July Eve. On July Eve, we hope to join CHIC to connect to a more complete supply chain, so that more B-end users can get a closer understanding of Han clothing and the meaning behind clothing culture.

"Daily wearable Chinese style" is the biggest feature of the new Chinese women's clothing brand - Huamu Shen, and also the advantage of the brand. "Our design concept pays more attention to the essence and charm of Chinese style, deeply excavates the shape and structure of traditional clothing, integrates modern technology, and maximizes the compatibility with Chinese aesthetics and fashion trends. While inheriting culture, it also makes Chinese clothing convenient for daily wear, which can be worn for commuting, traveling, gathering friends, and even going out to buy food, so as to be practical and close to life". Huamu deeply hopes that the design not only has the characteristics of Chinese traditional culture, but also can control the Chinese style clothing on various occasions, and use different expressions to let the Chinese style national style enter more people's lives.

Huamu hopes to show the brand concept, creative style and cultural mission through CHIC, a professional and influential platform. "We hope to present a Chinese style to more people with a wider audience and more wearing scenes, change people's inherent impression of Chinese clothing, make more consumers willing to try and recognize Chinese clothing, and even spontaneously convey the beauty of Chinese culture. We also hope to communicate with more people who share a common vision and love traditional culture, so as to gain more ideas for future creation Road. "

The cultural confidence of the new generation brings about the return of traditional culture, which is projected to the wedding industry. Chinese weddings and Chinese gowns have become a fashion. The Chinese dress brand of Jueshi Group, Tianxi, is deeply involved in the wedding dress segment. With the brand spirit of "Chinese culture on the body", it is committed to inheriting the oriental elegant culture, creating a Chinese dress with ritual beauty and recognition with exquisite craftsmanship and excellent design.

After nearly 10 years of exploration and accumulation, the seal has formed its own style characteristics, and strives to match the cultural positioning of "Chinese dress" in all dimensions such as technology, quality and creative expression, so as to achieve the convergence of spirit and shape. "In a new product release series, we will use more than 12 kinds of Suzhou embroidery techniques, including Panjin Embroidery, Dazi Embroidery, Rolling Needle Embroidery, Flat Embroidery, Winding Needle Embroidery, and the almost lost" Flat Gold Embroidery "; In the expression of patterns, in addition to the innovative application of Chinese traditional auspicious patterns, it will also study the twelve chapter patterns, dragon patterns of previous dynasties and other classic patterns, from the shape of clothing to the presentation of details, integrating ancient and modern. " When talking about how brands can tell Chinese stories well, Tianxi said that first of all, we should strengthen our cultural confidence, explore the cultural origin from the 5000 year history of civilization in China, trace the core strength of thought and spirit, find the core of excellent traditional culture, and use innovation ability to inherit, integrate, and create the cultural beauty of fashion charm.

As a world intangible cultural heritage, Song brocade has a long history and profound cultural heritage. It is not only gorgeous in color, exquisite in design, flat and neat, but also has practicability that no silk handicraft can match. Suzhou Shangjiukai Silk Technology and Culture Co., Ltd. has been deeply engaged in high-end customization of Song brocade clothing, bags and home textiles for many years, and has become a leading enterprise in China's silk industry, making outstanding contributions to the inheritance and development of the silk industry and intangible cultural heritage skills.

The consumption trend of "national style" clothing is becoming younger, diversified and international. Shangjiukai has also made timely adjustments according to market changes, increased investment in product design and R&D, and constantly launched high cost performance products with unique innovation and rich cultural connotation. "We use scientific and technological means to further improve the clothing performance of Song brocade, meet the needs of younger people in fashion, create an IP image more in line with the aesthetic of young people, and make adequate preparations for more C-end customers in the future".

From March 28-30, CHIC 2023 (spring) "National Style Clothing" exhibition area will carry out many "National Style" clothing cultural exchange activities in various forms. Shanghai Textile and Costume Museum will launch the Tang Dynasty Costume Restoration Exhibition of "Looking Back at the Original · Beautiful Clothes" on the spot, and trace the cultural and aesthetic connotation of Chinese traditional costumes by showing the works of traditional costume restoration. Guofeng Fashion Salon will gather multiple elements such as culture, industry, science and technology, fashion, etc., and hold several exchange activities in combination with the theme of color application, trend interpretation, supply chain optimization, business channel expansion and cross-border cooperation.