Yu Xiangqi: From Satisfying "Play Addiction" To Tmall Hot Selling

He is the director of Design Management Department of Shanghai international fashion design service center and a visiting professor at the Paris International Fashion Institute of Shanghai Univer.

This means that in addition to the role of fashion designer, Yu Xiangqi is more of a "mentor".

Teaching hundreds of designers, whenever anyone starts to follow suit and try to design new Chinese clothes, Yu Xiangqi always asks, "what do you want to say?"

Many people think that Chinese clothing has become the trend, starting with Peng Liyuan and her fashion designer Marco.

On the Beijing APEC, the appearance of Chinese clothing seems to add fire to this "Chinese craze".

On "Taobao", enter "

Several words, more than 100 pages.

Among them, most of the flagship store products have not sold to middle-aged and old people in the past, but instead, the "improved suit" for young white-collar workers has become the mainstream.

In fact, before Mark was noticed by the public, Chinese clothing had already started up in the circle of young people.

The earliest is a group of COSPLAYER (role playing) who love anime games.

Many of the game anime is the role of ancient costume.

In the early stage, in order to fix ancient costumes, the actors often had to make their own handwork.

Gradually, some people on Taobao smell business opportunities, specializing in the sale of animation role of a full set of Costume Outfit, tailor made from head to toe.

Then the studio launched.

Art shows, young people who do not play anime also begin to play the role of "play".

The red hot of ancient costume drama is one of the big promoter.

What kind of drama is the photo studio pushing on, such as "Zhu Zhu Ge" series of artistic photographs, "princess married to" series of artistic photographs, and then some original costume style, popular in the market.

At this stage, the exaggerated middle life can not be worn out, and it can only be used for young people to play a role addiction on specific occasions.

The turning point appeared after the rise of the Sinology class and traditional culture course.

A group of associations that study "Hanfu" also come to prominence. They appear frequently in various fields to promote Hanfu and Han Li.

Some teachers and students of Sinology class suddenly feel that wearing such a dress ceremony and class is the best way to complement each other.

Since then, Chinese clothing has stepped out of the category of "play" and comes to life.

A group of thoughtful young designers joined the Chinese costume design, and finally ignited the popular fire.

The "outfit" can be modified into a daily suit for modern people in the designer's hand.

For example, the diagonal collar of Hanfu is still there, but the hem has the lightness of modern clothes.

The plain clothes of cotton and hemp are still there, but the elements such as melted and knitted knitted fabrics are more close to everyday knitted sweaters and T-shirts than modern knitted fabrics.

Today's "Tmall", independent designer's original brand, mushroomed.

Among them, there are some brands of "Chinese style" route, and begin to stick up a large number of young fans.

Fashion prices range from hundreds of dollars to thousands of dollars, and they are not cheap.

It is obvious that their target customers are.