Detailed Explanation: The Mystery Of The Hot Degree Of UNIQLO And Muji Brands

In recent years, there is a concern in China.

The jokes are widely spread: Muji is like a brand that people of coldness will buy.

Though extreme and mean, there is also some truth: MUJI products are always pursuing minimalism aesthetics.

There, you can not see any slightly more complex craft, any saturation of a slightly higher tone, even the music inside the shop is distributed with Zen.

Not to say that it is cold, at least will make people feel unaware of peace.

In fact, the brand like Muji is also the unique aesthetics: silence, not relying on external, emphasizing simplicity.

To represent the simple and humble, pursue no need to modify, direct to the source; silence refers to a kind of beauty that is full of years, even if it is mottled or fading.

When traveling to the Muji general store, pilgrimage has become a new trend for young artists, it is hard for us to ignore such a trend.

People can not help asking: why is "cold sex" brand so red?

This is probably related to the gradual popularity of aesthetics in China: more and more people mention the minimalism, and the minority culture has become popular in a larger scope. The aesthetic appreciation of literature and art, which has been praised by a small number of people, has become popular aesthetics.

In addition, it is the "cold" brand that is represented by "Muji", which is followed by countless young artists.

The above statement also betrayed the inner link between these brands: literature and art.

MUJI products are becoming more and more famous in China, while stores are expanding faster and faster.

How to identify

A good way to do that is to never forget to input "literature and art" as a keyword when you search for "cool" clothes in style.

There are ninety-nine pages in the one hundred page search results that are very similar, and two pages are enough to keep people from being pure and restrained.

Among these results, the color saturation option is removed. Nine times out of ten is a typical "cool" clothing (basically white, black, grey and brown), and cotton, linen and wool are the main materials.

They seem to belong to the same door, even though they come from all over the world.

You can easily distinguish them from other popular brands: simple design, high cold literature and asceticism, all of which are typical characteristics.

More specific and intuitive identification, we will then select several brands to build.

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MUJI / UNIQLO

First of all, this piece is represented by Muji.

The style of UNIQLO and Muji is in the same line, and Japanese style aesthetics are highly regarded.

We can categorized this category into Japanese minimalism. Of course, in China, it is more likely to be understood as small refreshing, literary and artistic.

What is the difference between the two brands? As we all know, UNIQLO is more popular in terms of price and products. In other words, it is not so cold that it belongs to the brand that everyone is wearing in an ordinary company.

But in recent years, it has also launched a series of cooperation with big designers to fill the gap.

MUJI is more highly implemented, which can be seen from the design concepts revealed by its successive designers.

"Drinking juice will soon be annoying, and drinking water will never be enough."

"Muji" is not "the best", but "so good."

Because "this is so good" contains restraint, reason and concession.

"The highest state of things is that people can not leave for a moment, but they can not feel their existence, that is," invisible "," appropriate "and" intimate ".

Yamamoto Teruji, a famous Japanese fashion designer, was even asked to cooperate with Muji. "The color and design of clothes must conform to the concept of Muji and combine with asceticism."

These are very good evidence for our opening statement: Muji looks like a brand that people of coldness will buy.

Jil sander/COS

This category is called western minimalism. Many high street brands take this as the design concept. Among them, typical representatives from the ordinary consumers are Jill Sander Jil Sander and H&M's high street brand COS.

Minimalism has always been the brand characteristic of Jill Sander Jil Sander.

In the new season, Jill Sander Jil Sander's models paint naked makeup, stay away from sex and stay away from passion.

Since 2009, Jill Sander Jil Sander has also launched the Uniqlo+J selection series with the previously mentioned UNIQLO.

The series, known for its minimalist style, has been touted as one of the most successful fashion brands in history: they have both design sense and classic wear, which are the basic fashion items that everyone can afford.

COS is younger than it is. Although the version is still concise, the color is more lively and bold, and the degree of "coldness" is relatively mild.

Jiangnan Buyi / sketch / exception / DA dress rock

Let us turn our attention back to China.

Influenced by the minimalist style, especially the minimalism of the Japanese system, a large number of domestic designers are on the road of "sexual indifference".

In order to seize the opportunity of "literature and art", a famous or unknown treasure is large or small.

They also painted the gourd and put out all kinds of costumes.

However, in the fashion brands that are walking through the high cold literature and art route in China, there are many famous and famous brands. The most typical representative is Jiangnan cloth and its men's brand sketches.

Jiangnan cloth has always been called "beggar clothes" by many people who appreciate it, probably because its color often appears very dull.

In fact, what it advocates is natural, low key and real wear. Natural selection fabrics such as cotton and linen are used to be the love of senior literary and young women for many years.

The sketch is far from enough.

Similar to the Jiangnan cloth clothing, but the relatively low reputation of the Dai Yi rock, silently worked for decades, the explosion of red exceptions are also the representatives.

In short, brand names are really red.

Not in the past, but in a larger scope.

More and more people are being coerced by minimalism and asceticism, and literature and art are no longer belonging to the minority.

Now, we call it wave.