National Fashion Elements Inject Vitality Into The Clothing Consumption Market

On the National Day holiday, tourists wearing silk scarves, pony skirts, cheongsam and Song costumes can be seen everywhere on the streets of Hangzhou, Zhejiang Province. The traditional industry represented by silk is deeply integrated with the "new Chinese style" trend elements such as national fashion, national diffuse, and national style, which drives all kinds of clothing and apparel out of the new circle and ignites the National Day consumer market.

As the intangible cultural heritage of Zhejiang Province, Pu Silk has the reputation of "the best silk in the world". On the eve of the National Day, the Pu silk vest developed and designed by Feng Jiyan, the inheritor of the intangible cultural heritage of Pu silk weaving skills in Tongxiang, Zhejiang, became a "national trend" item pursued by young people, and its sales volume was very hot.

Compared with ordinary vests, Pu silk vests integrate the essence of traditional culture, such as "hundred pictures, the Silk Road, and the eight sights of Puchuan" in design, and the color is no longer limited to the black, red, and gold of traditional Chinese clothing. It is more fashionable, and each piece is like a work of art.

Pu silk derivatives also became a hot commodity during the National Day holiday. The "Pu Silk Mask" sold by Wanjintang Life Hall in the fashionable ancient town of Puyuan, Tongxiang, Jiaxing is very popular. "This is our new product launched this year. At present, 100000 pieces have been sold during the trial promotion period." Feng Jiyan said that the millennium Pu silk has returned to the public's attention, giving the national trend of intangible cultural heritage a chance to go global.

Recently, a Chinese style walk show was staged in Jiadang Old Street, Jiaojiang District, Taizhou City, and the "Taiwan Embroidery Institute", which showcases the costumes with intangible cultural heritage characteristics, was opened at the same time. With the retro buildings in the old street, embroidery and modern clothing blend together. "Before, I felt that embroidery clothes were far away from daily life. After watching the catwalk, I found that many clothes were very lifestyle, and there was another choice to buy clothes." Liu Yini, a citizen of Jiaojiang, bought her favorite Taiwan embroidery Chinese dress that day.

"Taiwan Embroidery Academy not only sells Taiwan Embroidery clothing, but also holds fashion shows and DIY activities on Taiwan Embroidery from time to time, so that more people can feel the charm of Taiwan Embroidery. In the first half of this year, the sales of Taiwan Embroidery featured gifts increased by about 50% year on year." said Lin Xia, a master of Chinese arts and crafts and director and art design director of Zhejiang Taiwan Embroidery Clothing Co., Ltd.

In addition to conventional clothing, the popularity of Guochao socks is also eye-catching. Before the National Day holiday, the pre-sale volume of Guochao socks in the sock industry city of Baihe Town, Tiantai County, Zhejiang Province has exceeded 500000 pairs, and the consumer market continues to heat up.

When we came to White Crane Socks City, from exquisite traditional embroidery to smart cartoon patterns, to innovative design with Chinese classical charm, the reporter seemed to step into a colorful world of national fashion. In a small shop, there are a wide range of national fashion socks, and classic elements such as zodiac patterns, national style Chinese characters, five blessings, auspicious clouds and cranes are ingeniously integrated with modern design.

Guochao costumes bring forth the new through the old, and the store design also keeps pace with the times. During the National Day holiday, Chen Hongxia, the founder of the niche clothing brand "Mike Qiufu" in Keqiao District, Shaoxing City, was busy changing the appearance of A-class franchise stores across the country. From window display to store furnishings, she added elements of national style, so that consumers can feel a strong oriental flavor when entering the store.

With the growing popularity of Guofeng Fashion, the research and development of related technologies are also advancing. Not long ago, the Guofeng administrative silk clothing series jointly developed by Zhejiang Provincial Department of Economy and Information Technology, Zhejiang Cultural Industry Investment Group and others appeared at the 24th China International Investment and Trade Fair. The clothing was integrated with Chinese traditional patterns, buckles and other classic elements, and received a lot of attention. In addition, the design team of the Fashion College of Zhejiang University of Technology and the Huzhou Research Institute of Zhejiang University of Technology also used AIGC technology to develop and design theme silk patterns that highlight the Chinese cultural IP, such as "Zhejiang Civilization" and "Silk Road Civilization". Relying on the pattern database built by the AIGC laboratory, consumers can select themes, sign with a graffiti pen or design symbols to generate unique silk towel patterns, Through digital intelligence innovation, new vitality will be injected into the silk industry.

(Source: Consumption Daily)