"Su Ming Yu Effect": Why Is Women's Suit The Next Fashion Business?

In the west, women's suits played an important role in the feminist movement in the 1970s.

Photographer HelmutNewton presented a controversial female charm on French Vogue in 1975 - the woman wearing a tuxedo made a cultural declaration of Yves Saint Laurent's Le Smoking.

In the 2019 TV series "pretty good," Chen Yao's suit is the beginning of the Chinese version of Le Smoking.

For the 20 consecutive day, it has ranked the top ten of micro-blog's search volume, and the online traffic of more than 390 million times has made a nationwide sensation in the past two months.

The TV drama depicts the life of a typical middle class family in China. The family in the story follows the traditional values of men and women, and the women in it are regarded as two class citizens.

Su Mingyu, the protagonist (Chen Yao), publicized her independence spirit in the face of gender prejudice in her family, especially aroused the sympathy of Chinese women.

Su Ming Yu took up the social media topic with his handsome suit style and led the trend of women's suit in the whole country.

There are more than 4600 posts on the lifestyle sharing platform Xiao Hong book, which are about "Su Mingyu collocation". From the top to the bottom, they analyze the fashion choices of their roles: Burberry suit, MaxMara coat, Ordos cashmere sweater, Valextra bag, StuartWeitman boots and so on.

Most of her clothes are modern, office workers luxury brands, creating the image of China's successful women.

Su Mingyu represents most Chinese women aspiring to have some distant ideal personality: even if they face gender discrimination throughout their lives, they can be financially independent, afford luxury goods and remain mentally strong.

But Su Mingyu's fever is no accident.

Over the past year, many Chinese women are chasing a strong and tough image.

According to Alibaba's "China fashion trend report 2019", "Western-style clothes" was the most popular keyword for Taobao shoppers last year. In January 27th, the number of women's suits sold for the first time exceeded that of men. The search volume of 2019's "big brother Kuo Xi" increased by 317% over the same period last year, and sales increased by 39%.

Although Alibaba's data show that Chinese women are pursuing more masculine appearance, Chinese men pursue a more feminine style in fashion: lace, pparency, earrings and other keywords.

The report predicts that in ten years, the number of Chinese women in suits will be far more than that of men.

Before Su Mingyu's suit took over the Internet, star style sportswear had begun to attract public attention.

On 2 27, actress Tang Yan dressed in a beige oversized suit and took a pair of street style sneakers to the airport. Tang Yan's suit and sports shoes climbed to micro-blog hot search.

Recently, a lot of star dressing suits also circulated on the Internet.

At present, the demand for women's suits is not only a style trend, but also has a deeper cultural connotation.

After all, until recently, a strong female image was widely accepted by the Chinese public.

In the past, large screens tended to depict women as docile or grumpy characters, and have yet to shape a confident and successful character like Su Ming Yu.

Despite the rapid modernization of the whole country, patriarchal values are deeply rooted in their everyday social structure.

Su Mingyu's gender issues, such as her willingness to prove her personal value through her professional performance, are the same problems faced by Chinese women today.

In this case, suits have become their armor, so that they can get rid of the fetters of society.

In the west, suits are still the key tool for women to convey empowerment information.

For example, in October 2018, Lady Gaga wore a MarcJacobs suit to publish anti sexual assaults.

Voice for global #MeToo.

Although the #MeToo movement is much smaller in China, the gender problem faced by women is also complicated.

The degree of self-confidence and freedom that Chinese women seek in clothing is usually proportional to the degree of inequity in their daily lives.

For any brand that wishes to maintain relevance in the Chinese economy, considering this social pformation is crucial for delivering a positive and powerful message.