Back To History: "Dressing Back", A Fashion Show Coming Out Of The Palace.

At the beginning of the new year, the Imperial Palace was on fire again.

This ancient palace is greeting the four sides with a young attitude.

The cross border cooperation between the palace culture of the Imperial Palace and the local designer's brand and the designer's platform ICY also pushed the traditional costume culture of "Ji Fu" to the public.

This is not the first attempt by the Imperial Palace to get people out of their natural thinking.

Playing a "IP" card is the step that the Imperial Palace bravely took as early as 2013.

With the tide of national tide and local culture, the Imperial Palace's "IP" has launched a series of popular products. In February this year, the president of the the Imperial Palace Museum, Dan Jixiang, revealed for the first time that the sales revenue of the Imperial Palace reached 1 billion 500 million yuan in 2017.

Trying to attract more millennial generation to care about the old age of the Imperial Palace with young people's tone, to some extent, this initiative must have the thrust of the government's enhancement of cultural self-confidence. However, from the beginning to the end, the the Imperial Palace worried about young people's recognition of Chinese ancient culture. These knowledge can not be obtained only from "palace drama".

Making products with stories, rather than superficially "OEM" products, is a challenge that the Imperial Palace "IP" will face.

Now, whether the Imperial Palace's role in fashion can work or not is tested by its team operation and execution capability.

On the premise of respecting the history of culture, the Imperial Palace has a long way to go.

The Imperial Palace has been spreading and developing its "IP" step by step in the past few years.

The Imperial Palace in May 2013 launched the "beauty chart" App, 2014 New Year's day to launch the WeChat public service "micro the Imperial Palace", after the launch of 8 App, and App "the emperor's Day" is more brand personification.

After recovering the main design rights of the Imperial Palace in 2013, we developed 1273 kinds of products, from folding fans to chargers to cover all kinds of products, and quickly set up the flagship store of the Imperial Palace Museum in Tmall.

The culture of the Imperial Palace will continue to spread.

After the broadcast of my cultural heritage in the Imperial Palace, the nine national key museums such as the the Imperial Palace joint Shanghai Museum and the Nanjing Museum in 2017 launched the "national treasure", which was launched in 2019 with the CCTV Museum. In 2019, it came to the second quarter. At the end of 2018, it launched the "Shang Xin the Imperial Palace" with the TV station. The keynote of the program is to "zero distance" into the public view, and create a cultural and creative product that carries the story of the story, and inherit and develop the culture.

Cross border cooperation has also become a fresh sense of the Imperial Palace.

The purpose of "IP" cooperation is to shift the heat of the other side for oneself.

This may be a short-term and effective means of prompt attention, but I doubt what long-term value it can bring to the participants.

In particular, when many parties share the same "IP" in the short term, it is bound to dilute the uniqueness of "IP" itself.

Fashion curator Pooky Lee said.

The Imperial Palace Museum subordinate cooperative enterprise Beijing the Imperial Palace palace culture development Co., Ltd. has always positioned itself as a "culture and fashion" enterprise, which makes it easier for the younger generation to change the concept of profound culture, but this practice is not easy.

"The pace of stepping out of culture to fashion is from 0 to 1, which is the most stressful. The Imperial Palace still gave us a sense of" lofty and lofty "a few years ago. Authority is private, and fashion is the avant-garde and frontiers.

Beijing the Imperial Palace palace culture development Co., Ltd. deputy general manager Ma Xiyuan said.

It is a wise choice for companies to choose more easily operated accessories as the starting point of fashion. They signed contracts with many jewelry designers such as Zhong Hua, TanyaWang, Liu Fei, and launched the the Imperial Palace cultural jewelry series. "When we step out of this step, we get the recognition of consumers and young people. They feel this innovation is comfortable and bring great confidence to our team. So we are very strict in grasping the product of" culture and fashion "from planning creativity to designing production and technology.

Ma Xiyuan said.

Subsequently, the Imperial Palace palace jewelry and media platform, brand side continued to launch jewelry products, but also with the film actor Li Bingbing, "traffic" blogger Rebecca started a handbag, hand account business.

In trying to pition from ubiquitous goods to pure fashion goods, the strategy of the Imperial Palace palace culture really worked.

At that time, the revenue of the Imperial Palace creative products exceeded 1 billion yuan in 2017, an increase of 50% over the same period last year.

After testing water jewelry, glasses and handbags, from the fashion of hook to the development of fashion, the palace culture of the Imperial Palace is trying to create "incubator" of "culture and fashion".

The result of this incubation is fashion.

The palace culture of the Imperial Palace will be integrated with the global designer ICY, trying to give the the Imperial Palace collection and its rich connotation to the "gimmick" and reappear in the public view with modern techniques.

The Imperial Palace palace culture and ICY invitation to Awaylee founder Li Wei, Secret Fan founder Han Wen, deepmoss founder Liu Xiao Lu, new designer dream will stop and 5 min design director Wu Min participated in the design.

There are both fashion designers and modern avant-garde designers.

The collision of concepts is the origin of sparks, but how to make "IP" commercialization and do the "IP" fashion of the Imperial Palace palace culture?

On the designer's choice, Ma Xiyuan said, "love traditional culture is the foundation."

He Zhize, editor in chief of the local fashion vertical media magnet, said: "simply copying the pattern is obviously not the best way. The designer must first understand the traditional culture and really love it, so that they can make the middle pformation and pition."

Culture is before and fashion is after.

When the culture is ready, how to separate from the current "Hanfu" and "Chinese clothes" hotspots and reach the fashion of hitting the consumer's pain point is also the homework of the palace culture "IP" of the Imperial Palace.

"Oriental aesthetics is the foundation of our design of soil. Clothing is a more extensive way of expression. If the aesthetics of the Imperial Palace is presented to the public, it is a good promotion.

Use abstract aesthetics to use concrete expression. "

ICY CEO Gu Ying said.

This time, the palace culture of the Imperial Palace did not cooperate with a single brand. Instead, it chose a designer platform like ICY, which mainly valued ICY's mature production supply chain.

At present, ICY has stable cooperation with many factories in 20, and it can accomplish small batch production.

"Our whole idea is to turn good design into good products and turn good products into commercial good commercial products," Gu Ying told BoF. "Fashion is not the privilege of a few people. It is the daily life of most people."

Ma Xiyuan also mentioned that the supply of products comes from the needs of consumers. The palace culture of the Imperial Palace does not serve the minority and does not serve the privileged people.

Respecting traditional culture and making people feel fashionable.

This may be an opportunity for cooperation between the two sides.

When culture, commodities, design and fashion are all well prepared, young people will face the test of the market.