Who Can Read The Fashion Expression Of Expo?

In a word, World Expo is a tribute to human civilization. The weekly life of triple life, which has always been praised as gold, writes that almost all human progress has been praised by various forms in the celebration of World Expo.

From the perspective of modern marketing, the Expo is an integral part of the eyeball economy. Visitors will reach or even exceed 70 million, and the depth and breadth of the dissemination can be regarded as the highest peak of the activity report.

Expo 2010 Shanghai

Almost every industry does not want to miss this Centennial platform, because World Expo is moving the world to the door, making it impossible to make it happen.

Let's take a look at the relationship between Expo and fashion: the Expo concentrates the highest achievement of industrial civilization, and its connotation is to enhance the quality of life, which is in line with the ultimate goal of fashion.

The theme of World Expo, Shanghai is "Better City, better life". The urban fashion is the spire of fashion Pyramid, and also the vane of fashion. You can't see in today's fashion, the so-called five fashion capital of the world.

Therefore, in theory, the Shanghai World Expo should be the nearest World Expo to fashion.

With the disappearance of hundreds of years of fashion and the westward wind of the typhoon, the status of Chinese fashion in the national fashion coordinates has become a heavy burden. It is easy to see that all the exhibitions in World Expo are basically a fashionable private dish with the West as its axis.

It's time to sing to the Chinese fashion cock.

So what's the best fashion for the Expo? "

As the main force of Chinese fashion industry, the enthusiasm and enthusiasm of its participation are unforgettable.

The clothing times has published an article entitled "Shanghai World Expo: eight aspects of textile and clothing analysis". For example, 12 meters high "Erdos needle" erected permanent landmark; Jiangsu SOHO International Group, as the 2010 Shanghai Expo concession producer and zero seller, has developed the limited edition Expo licensing product -- silk brocade painting "Qingming Riverside"; Donghua University has designed the uniform for the host Pavilion, Shanghai Pavilion staff, etiquette staff and volunteers; Shanghai World Expo licensed product manufacturer Gai Qi mainly produces natural products such as natural colored cotton, soybean protein fiber and other natural plants as raw materials, so that the Expo will lower carbon and so on.

However, through these beautiful texture, we are far from the backbone of Chinese fashion.

Some media said: World Expo staged a "fashion show", such as the famous architectural designer and academician of the Chinese Academy of Sciences, Zheng Shi Ling, said: "World Expo is like a fashion show of architecture. These pioneering and exploratory buildings represent the direction of future architectural development."

Such a statement is somewhat sour for the fashion industry. Wang Cengjing, Vice Minister of the former Ministry of textile industry, once said vividly that architecture is coagulated music and clothing is a beating note.

But can World Expo make people feel the joy of "fashion notes"? Once upon a time, a "mobile Forbidden City" extended the short T platform to the western countries of fashion origin, and it also gained a lot of criticisms on the design creativity on top of Chinese traditional architecture.

But from the objective point of view, after all, let the West feel the existence of Fashion China.

The founder of a CHIC once recalled to the author that the Chinese model in the late 80s of the last century was dressed up in the west, which made the western media exclaim. This is the awakening of the fashion dragon. Can we further develop the fashion dragon in Shanghai after 20 years' time in World Expo, China?

I think the reason why people do not understand the fashion expression of World Expo in Shanghai has two main reasons:

One is the lack of distinctive associations.

China Textile newspaper has published an article entitled "Expo to make the world dress culture blend". The author highly appreciates the fashion performance of Italy and France.

The stereoscopic and static display of the clothing brand of Italy Pavilion also gives visitors a feast for the eyes.

Among them, the world famous brand clothing shows clearly the style of this clothing kingdom.

As one of the sponsors, Prada (Prada) designed the work clothes for the staff of the Italy pavilion with elastic poplin fabrics.

Zegna (Zegna) has displayed a super classic menswear based on its brand characteristics. Du Gabbana (D&G) shows its brand charm to visitors through a black gauze sleeveless dress.

The classic luxury brands such as Armani (Armani), Versace (Versace), Louis Weedon (LV) and other classic brands tell everyone the most famous brand in Italy.

The French Pavilion moved the wedding ceremony for new Chinese people to World Expo, Shanghai.

German, mayor of tulle, France, personally married the new couple.

Part of the bride's wedding dress is from the French fashion designer eddy.

There is a long queue in front of the city hall, which is covered with roses. Everyone hopes to enjoy the white wedding dress at the booth.

By contrast, the integrated display of Chinese fashion traits is a vague mirror.

Two, there is a lack of planning and effective actions by industry leaders.

Taking a comprehensive view of World Expo's domestic activities, there are many economic, cultural and tourism activities, but there are very few activities associated with fashion. The author has participated in the planning of Shanghai dress society and how to integrate the local garment industry with World Expo. Unfortunately, for various reasons, it failed to advance.

The Expo can be a good opportunity to search for local fashion roots and make up for the international jet lag, because the Expo is the height of fashion communication, the height of fashion exchange, and the height of fashion growth.

For example, can we evaluate the index of a city's fashion, and scientifically and comprehensively guide the domestic city's fashion capacity building through the comparison between East and West?

Let's take a look at the most visited Chinese Pavilion, the Oriental Crown, which shows more ancient legends in ancient China, or in modern context. Fashion is one of the best endorsements of modern cities, but it lacks the proper place.

However, the famous international fashion brands are keen to catch the gold content of "ancient China" and moisten them into modern fashion.

For example, Chanel is inspired by many legendary classics and China, especially a series of accessories and jewelry.

These classic elements as the starting point, and then re interpreted the single product low-key gorgeous, add a touch of humor and humor, create a unique and valuable accessories boutique series.

Carle Lagrange also introduced many different metaphors in his design, such as the use of dragons totem in jewelry, or the fringes adorned with bracelets, brooches, bracelets and necklaces, which infused traditional Chinese art and folk customs.

Shanghai: can it become the "fashion third pole" engine?

The appearance of fashion industry in World Expo exposes the weakness of fashion marketing in the industry.

It can be said that Chinese fashion still lacks the ability to tell good stories.

In the final analysis, the mainstream society still lacks the recognition of fashion concept, and the lack of theory is bound to lead to pale practice.

The relevant subjects of the industry are considering their own interests and the stage constraints of their barbaric growth. Their initiatives often lose sight of one leaf and blind people, and lack the overall and systematic fashion intention. This exacerbates the alienation and fuzziness of mainstream society towards fashion identity. China's brand is far from being a "National treasure" like France.

China's fashion industry organization is basically in accordance with the traditional product classification. Now it has been out of date. A simple truth is that if an enterprise has both clothes and accessories, what kind of organization should it join? Can we end the fragmentation of product classification from the social attributes, market rules and consumers' Psychological level, so that the industry organizations can be included in the industrial chain?

Fashion crossover is an attempt to be expected and encouraged. A company has launched the fashion alliance to make seamless connections between the main body of Chinese fashion media, businesses, upstream and downstream enterprises and intermediary organizations, and how to balance interests, especially to overcome the interests of private interests.

A more exciting expectation is: can World Expo become the engine of international fashion "the third pole" after Shanghai?

Let Shanghai become the "world's sixth largest fashion capital", this slogan has been yelling for 10 years. 10 years ago, the establishment of the Shanghai International Fashion Federation adhering to the concept of "big Shanghai, big fashion and great alliance" once excited the industry. Unfortunately, it did not take much action. In the past 10 years, with the strong joining of Beijing's heavyweight competitor, "fashionable city PK" has become an unprecedentedly dazzling landscape. However, we still haven't seen the emergence of a fashion giant after we lost sight of all the time.

It has to be said that China's "fashion capital" construction is also addicted to the empty form of "form over content and doctrine over problems".

There is no sign platform or leading promoter and no sea going out. This is a vicious circle that Chinese fashion is facing to break through.

If we suffer from the internal friction of "brothers in the wall", the timetable for Chinese fashion to enter the international elegance will be longer.

The author sincerely hopes that after World Expo, Shanghai can cultivate the world's sixth fashion week in a down-to-earth manner, and seriously recognize the "China Cup" so as to finally drive China into the "third pole" of international fashion after Europe, America and Japan.

Shanghai has an International Film Festival. It has been internationally recognized as a category a film festival club. However, there is no international fashion week. Although various fashion week and fashion week have been held before, there have been some narrow departmental intolerance in conception, organization and promotion.

The east wind is full of spring.

Can Shanghai World Expo open the spring of Chinese fashion? It also needs the breadth of mind and the experience of loneliness.