"Contemporary Chinese Dress Exhibition Area" - Seeking For Chinese Beauty Charm

When Niicole Kidman and Jesssica Alba are dressed in Chinese elements,

In the major fashion events, more and more international

European and American Actresses began to love the beauty of the Orient.

And this beauty is sweeping the globe.

It can not be denied that in the increasingly vigorous cultural life, the development of Chinese costume culture is constantly breaking through and innovating.

Thanks to the integration of global culture and fashion, all styles of clothing are pouring into China at an unprecedented speed. The information collision has sparkled a strong spark, and the creative change is just for China.

Bring new life.

The condensation and breakthroughs of traditional essence are constantly emerging.

From the front-line shopping malls in super cities such as north to Guangzhou, and to the textile and garment market, the traditional symbols such as embroidery, brocade, ink printing, wide robe and big sleeves are blooming brilliance in the process of innovation, which can not be ignored. At the same time, they also call for the "contemporary Chinese clothing exhibition area" of the 2016 China International Clothing Fair.

Located in the core position of the No. 2 Pavilion of the National Convention and Exhibition Center (Shanghai), the area of "contemporary Chinese dress exhibition area" has reached 800 square meters, and there are over 20 outstanding brands from all over the country.

Among them, there are both classic silk costumes and Hangzhou embroidery and Guangdong embroidery, which are also famous for their millennial history. There are also inspiration from Zen dresses. There are more ornamental enterprises that combine perfectly the embroidery elements. The site has more activities areas. Combined with the show of Chinese costumes, static display, tea Zen, and the exhibition of the masters of the intangible cultural heritage, we are looking for the beauty of Chinese traditional culture.

As for the inheritance and innovation of Chinese culture, the enterprises and brands participating in the "contemporary Chinese clothing exhibition area" have their own aspirations.

Have a special liking for "tradition"

In the women's clothing market of "Suzhou Hangzhou first station", which is the main silk dress and creative cheongsam, the market sales statistics in recent years tell Chen Haijun that the market demand of traditional clothing with design sense has been going up.

In the first station of Jiangsu and Hangzhou, we have concentrated more than 100 large silk garments manufacturers and brands in Jiangsu, Zhejiang and Shanghai. The sales of high-end products account for about 80% of Hangzhou's silk garments.

In Chen Haijun's view, the whole world has a unique love for Chinese silk.

It has stirred up the precipitation of Chinese culture for thousands of years. It is of great significance that silk represents Chinese clothing "going out".

Holding the same view is Li Jianhua, President of Wan Shi Li group, who is preparing for the 2016 Hangzhou G20 summit.

"Let silk become a bright card for the world to know China and show Hangzhou.

Let the silk float in G20. "

The G20 summit is approaching. For Li Jianhua, who has spent his whole life in silk, such an opportunity can not be met. If he can practice in such an international competition, it will be significantly improved from the procurement and design links to the level of the whole industry.

He hoped that after G20, "we all think silk can represent China".

He Xiaoling, general manager of Chaozhou Dongyu craft Fashion Co. Ltd., combines traditional Chinese handicrafts with western style tailoring techniques, and travels in overseas markets such as France, England, Italy, Germany, Spain and so on.

"There is no aging clothing, only the aging mind and rigid design."

He Xiaoling said that Dong Yu's main role is to wear western style women's dresses. 80% of the products are exquisite, handy and embroidered, and combine the essence of China and the West.

Traditional and modern, Chinese and Western style, fine and simple, a pair of seemingly contradictory words, in Dongyu's dress design and production, has been integrated.

In fact, regardless of silk or embroidery, the debate on product positioning has never stopped. Is it the "upward" value, the high-end or the "down" approach to ordinary people's homes and the formation of large-scale industries?

"The product should go to the high end and reflect the value, and the price should be close to the people and enter the life of the people."

Chen Haijun said "the first station of Suzhou Hangzhou" business attitude: only Pyramid spire, the market is so big, it is impossible to eat all the cake.

Inherit the ingenuity and make the product the best, and the price must be close to the civilian population so that people can afford it.

Who will solve the problem of embarrassment?

It is a more realistic question how to be accepted by the public after a clear positioning.

Chen Haijun also had to admit that traditional costumes were somewhat embarrassed in today's society, and would be remembered only on special occasions such as festivals and foreign affairs.

Compared with the kimono culture in Japan, Chinese traditional dress is not widely worn.

"In Japan, a set of handmade kimono is RMB about 200000 yuan. In China, handmade embroidered cheongsam priced over 10000 yuan has become high-end. Obviously, the price and quality of cheongsam do not match."

"Take Qipao as an example, there are many enterprises in Qipao on the market, but few have enough influence, so we need to change the product culture of cheongsam."

Liu Xuan, general manager of Zhongshan costume and Qipao Chinese time Clothing Co., Ltd., observed for ten years, found that brand culture and product innovation are the two major fetters that hamper the traditional clothing enterprises' difficulty in being bigger and stronger.

"Local brands run traditional costumes with the help of foreign business philosophy and operation mode. Chinese brands must use their own culture. In terms of product characteristics, cheongsam's style is of a single structure and has the highest technical requirements. The fabric and embroidery varieties vary greatly, which determines that the personalization of cheongsam products is more prominent and the batch production is difficult to carry out."

Liu Xuan said.

The same is true for Dong Yu who uses the fusion of Chinese and Western cultures.

He Xiaoling believes that clothing always carries people's emotional and value trends in different periods of society. Clothing brand operators need to dress as a cultural operation, not just as a commodity marketing.

On the basis of focusing on business docking, the upcoming CHIC2016 autumn exhibition has introduced a display area that highlights cultural significance - the contemporary Chinese clothing exhibition area.

This exhibition area attracts people who are obsessed with traditional costumes, whether Chen Haijun or He Xiaoling are full of expectations for this stage.

Innovation led the "contemporary Chinese clothing exhibition area"

"The Chinese style dress has long been perfectly integrated with modern fashion design."

In Chen Haijun's view, flower pattern design, style design and fabric selection are far more innovative than traditional Chinese costume.

"We need to constantly mix and innovate."

In He Xiaoling's view, traditional techniques bear profound cultural connotation and national spirit, but the characteristics of the times are too strong. They need to constantly absorb the essence and remove the dross and let it shine with modern trends.

"For example, the original traditional cheongsam is very long, and now it is short to adapt to the rhythm and lifestyle of modern people. In order to improve the wearing experience, Qipao has also adjusted the content of mulberry silk in fabrics. It is worth mentioning that some cheongsam uses silk and hemp blended materials to combine these two materials representing Chinese culture and highlight the traditional clothing culture."

Speaking of the inheritance and innovation techniques of cheongsam, Chen Haijun's speech is full of infinite feelings and seemingly endless words.

Chen Haijun also revealed that at the autumn exhibition in CHIC2016, Silk Road Phoenix, red lantern, slender hand, Jindian silk, Mani Nigel, Wu Yun Xiu, Xia Zhi embroidery and other 15 women's clothing brands will be displayed in 600 square meters of booth.

Dongyu craft will be the main tuxedo and banquet set, to show the aesthetic value and cultural connotation of traditional crafts. He Xiaoling said, "we are very much looking forward to the product can be the most appropriate publicity and display in the Chinese traditional clothing area."

In fact, everyone believes that the inheritance and innovation of Chinese culture will lead to a new round of fashion.