Looking At The Chinese Expression Of Luxury Brands From Fan Bingbing'S Dominant Ceramic Costumes

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Balman Brand Review Exhibition

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Patrimony Traditionnelle

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ralph lauren

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The strongest Chinese style in recent years is undoubtedly Cannes' red carpet. First, Fan Bingbing, who led the Chinese team, dressed in ceramics clothing Arrogant, Yang Mi in golden armor lingers on the red carpet. Not only do Chinese actresses prefer Chinese taste in their appearances, but also look at well-known luxury goods. Chinese style has become more and more intense in recent years. Celadon blue, Chinese red, ink painting, cotton weaving silk, Peking Opera facial makeup... If you think that the Chinese elements of luxury goods are still like these, it is too out. "ChinaChic" (Chinese style) has already become a compulsory course for major luxury brands.

Chinese expression

The luxury identity of watches and clocks is the least controversial in China, so watchmakers are also the most diligent. Chinese elements such as pandas, Chinese dragons and peacocks can be seen everywhere on the world famous watches such as Glasuti, Athens and Chopin. In particular, the image of the "dragon" continues. It is no longer news that jewelry and watch manufacturers launch "dragon version" limited products.

Patek Philippe launched the "White Jade Dragon" limited edition watch, which is based on the dragon pattern jade of the Western Han Dynasty in China. The elegant and simple dial composition shows the unique style of seeking sparseness in secrecy. Girard Peregaux's application of Chinese elements is extremely brilliant. In WW.TC Enamel wristwatch with Chinese dragon as the theme, the red Chinese dragon shape is vividly on the plate, and the enamel technology has a very high artistic level. The watch is matched with a brown crocodile leather strap, which forms a strong contrast with the rose gold on the watch body, and the visual effect is outstanding.

The Corum Classic Dragon Phoenix Jump Time Wristwatch selects dragon and phoenix as the protagonists. The watch is equipped with a jump time movement. The hour is displayed in the small window at 12:00 on the dial of the pearl fritillaria, and the minute hand is hollowed out. Since ancient times, China has regarded dragon and phoenix as symbols of yin and yang. They are opposite to each other but complement each other. Together, they become the strongest. The legendary animals in these two myths just symbolize the phenomenon of balance and harmony of all things in nature, which is shown through the combination of carefully carved pearl fritillaria and hand painted fine craft.

Gu Teng, president of Earl Watch Asia Pacific, said, "We are especially launching the Dragon and Phoenix series to celebrate the coming of the Year of the Dragon, and also to pay tribute to China's rich cultural heritage that has contributed to the world." However, these limited edition watches are valuable, with prices ranging from 190000 yuan to 16 million yuan.

For the preference of Chinese elements, the clockwork field has a history far exceeding other fashion categories. 17. In the 18th century, the oceans and continents were difficult to cross, becoming obstacles across the eastern and western world. A caravan often has to go through months of sea voyages and land treks to reach China. Nevertheless, elements of Chinese culture have begun to appear in clocks and watches, which is the praise of indulging in the beautiful imagination of the ancient oriental country. At that time, the modern industrial revolution had just given birth to the clock watch industry.

The Palace Museum (Weibo) has a gold plated bronze elephant piggyback clock made in the 18th century in Britain. The bell body will be skillfully integrated with western pterosaurs, figures, flying eagles and Chinese rocks, cranes and dragons. Today, the most profound thing in Chinese culture begins to appear in the craft aesthetics of clocks, which is not only a re understanding of the craft schema, but also a tentative expression of the essence of Chinese culture. Among the attempts of Chinese style, the most special one is the ingenious handling of Chinese totem symbols and Taoist theories. Only the Chinese understand the meaning of some themes.

Following the previous launch of the style with Chinese leaders as the theme, Jaeger LeCoultre launched a series of enamel colored watches again. Master Ultra Thin ultra-thin enamel colored series inspired by blue and white porcelain, etc., originated from China's famous art works of the Qing Dynasty, including the paintings of Lingnan masters Ju Lian and Yun Shouping, and the enamel colored porcelain of the Qianlong period of the Qing Dynasty. In order to maintain the eternal beauty of these world-famous masterpieces, Jijia's artists reintroduced their essence through advanced technology in the workshop, giving them depth and level. Through the firing of enamel layer by layer, the paintings on the surface show a magical depth and three-dimensional sense. As long as you gently rotate the watch in the light, you can find rich colors.

According to the in-depth analysis of the Swiss Watches Federation (FH), the amount of watches and clocks exported from Switzerland to China has already ranked among the top ten in the world. Almost every major watchmaker has obtained rich inspiration from Chinese elements. From the image schema to the internal cultural charm, they are trying to capture the image of China. {page_break}

Chinese rendering

Similarly, Ferragamo, Barry, Versace and other brands have also attacked the pockets of Chinese Americans. Ferragamo launched three limited edition "Year of the Dragon" handbags in 2012, with a global limit of 20 handbags, mainly in red, the auspicious color of Chinese culture. The shrewd Versace launched specially designed jewelry handbags with gold handles and gold dragon inlaid black bags. The limited production of 210 handbags is only available in Asia.

Compared with these luxury brands, Hermes, a luxury giant, simply "Chinese".

As early as 2008, Hermes put forward the slogan of "salute to the Chinese pre-existing craft", and jointly created the Chinese brand "Shangxia" with Chinese designer Jiang Qionger, positioning it as a traditional Chinese handicraft commodity. On its official website, there are red sandalwood chairs, traditional bamboo woven chairs, thin porcelain bowls, hand woven cashmere clothing, jade, agate, etc.

Similarly, Montblanc, the top international luxury brand, also opened the world's first Montblanc concept store in Beijing. In the north area of Sanlitun Village, a landmark building in Beijing, Montblanc has specially opened an open art space with a total of four floors of luxury space to display the design boutiques in the history of Montblanc brand, as well as outstanding works created by Chinese artists worldwide. "Luxury brands are opening more and more flagship store concept stores in China, but Montblanc hopes to create a communication platform to interact with Chinese consumers, and our determination to invest in the Chinese market is unquestionable," said Zhan Zhaoan, chairman and president of Montblanc Asia Pacific.

Dark wooden floor, carved mahogany tables and chairs, and lingering old Shanghai dance music. Some very Chinese elements form the unified logo of the "Shanghai Tang" store.

This Chinese brand, which was born in Hong Kong and uses the name of Shanghai, was founded in 1994 by Deng Yongqiang, the eldest grandson of a famous philanthropist in Hong Kong. At the beginning of its establishment, Deng specifically recruited 12 Shanghai tailors who had been famous for their exquisite sewing skills since the beginning of the 20th century. It is the craftsmanship of these craftsmen that recreates the romantic style of the 1930s in old Shanghai with exquisite cheongsam, and "Shanghai Beach" instantly becomes a classic of a generation of Tang costumes.

In 2000, "Shanghai Beach" was favored and acquired by Richemont, a famous top brand group in Switzerland. As the world's second largest luxury goods group, Richemont owns a number of luxury brands including Cartier, Dunhill, Earl and Montblanc. Richemont's involvement has gradually made Shanghai Beach a world top brand.

The most obvious difference between fashion products and luxury goods is that fashion brand products are single, while luxury brands have many derivatives. Therefore, "Shanghai Beach" is also moving in this direction. Moreover, the Chinese elements with calligraphy and painting, Peking Opera facial makeup, nomads, and the Forbidden City as the main patterns are not only used in clothing, but also in daily necessities such as watches, small alarm clocks, porcelain cups, T-shirts, bathrobes, slippers, stationery, tea sets, umbrellas, fuzzy dolls, and luxury bedding.

Chinese buyers

Since the time when Marco Polo wrote books and publicized his wonderful experiences in the East, European interest in China has been growing. By the late 18th century, a large number of Chinese handicrafts and antiques had entered Europe and were highly respected in the upper class. The unique exotic cultural atmosphere deeply shocked the West, and the ancient craft that has infiltrated thousands of years of long history is like a key to open the shrine of Chinese art, giving Western artists unlimited passion to explore this mysterious country.

There are many ways to imagine China, and the aesthetic imagination is perhaps the most attractive one. When the fashion field began to imagine China, more and more Chinese elements crisscrossed in the fashion, architecture, interior decoration, industrial design, jewelry and other industries, and around the Great Wall, quadrangles, bamboo groves, panes and other oriental symbols, to create life products and daily aesthetics with ethereal elegance and unique interest.

As a result, the panda, the Great Wall, the golden pheasant with red bellies, the phoenix, and the Chinese character symbols appear in an unprecedented number among the clocks and watches. Just as China and the whole East have regained their glory in economy and culture, the prevalence of Chinese style is inevitable. Of course, the most attractive one is the huge purchasing power of the Chinese market. Affected by the financial crisis, the bleak consumption situation in Europe has made international brands regard China as a haven for luxury brands. Most luxury brands know that without the rapid development of China's luxury market in recent years, the impact on the luxury industry may be unimaginable.

According to the latest survey results of Synovate market research company, rich people in Asia like to buy luxury brands with prominent signs and high popularity. Jill Telford, CEO of Synovate, once said in an interview: "Chinese people are more inclined to let others know that they are buying genuine products rather than counterfeit products."

In the second and third tier cities, the sales of luxury brands are growing rapidly, but the consumer cultivation time is not long enough. When most consumers start to buy luxury goods, they first buy traditional brands such as LV and Gucci. At this time, brand marketing, momentum building, and the degree of activity in consumers' minds have become the key factors influencing purchase decisions. Second and third tier cities need "Chinese face" more. With the rapid growth of China's luxury market, luxury brands are also increasing their investment in the Chinese market. At the same time, "how to communicate with Chinese consumers" has become the core issue for all brands to consider.

Luxury brands actually started to look for Chinese spokesmen ten years ago, but at that time there were very few Chinese who could be called "international stars". After initial contact with Chinese stars, luxury brands began to try to better understand the psychology and feelings of Chinese consumers.

At first, Chinese stars were invited to walk on the red carpet and watch shows; Since then, some second and third tier luxury brands have begun to try to shoot some advertisements with Chinese stars, and put them on a small scale to test the water. At this stage, first-line luxury brands like Gucci have begun to use Chinese stars to shoot advertisements for more categories of products. The scope of advertising has gradually expanded and the frequency has also greatly increased.

The luxury goods move conveys an obvious "people friendly" signal. After some niche luxury men's wear brands entered China, they did not use Chinese entertainment stars, but found some entrepreneurs and business leaders. When entrepreneurs were invited to attend the event and receive interviews in brand clothes, the brand signal was conveyed in a more implicit way. In their opinion, the life experience of stars is not enough, and they may appear frivolous to brands, while entrepreneurs are more stable and low-key.

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