|With The Release Of Fashion Colors And Changing Fashion Styles, How Can Chinese Fashion Design Innovate And Break The Situation

Recently, Caitong PANTONE, a color standard management and research institution, released the representative color "Peach Fuzzy" in 2024, which is another amazing representative color of the year after Viva Magenta in 2023.

　　 Systematic color design tells the brand visual story

The annual representative color release of Caitong not only regards color as a separate design element, but also as a container of meaning. Laurie Pressman, vice president of Caitong Color Research Institute, believes that through the annual color peach, we want to convey the power of care, keep close company with loved ones, find a comfortable sense of security, unite and enrich each other's souls.

Talking about the impact of the annual representative color release on the industry, the deputy director of the Fashion Communication Department of the School of Fashion Communication of Beijing Institute of Fashion Technology Deng Xiangpeng, a fashion review expert, said: "Caitong's annual representative color trend release has a certain voice and credibility, which is instructive for the use of popular colors in the industry. The clothing market is sensitive to color, and there are many factors that affect it. In addition, many color organizations such as Arcroma, CSI, Coloro There will also be popular color schemes. "

The selection and application of popular colors in brand clothing design can not be separated from the comprehensive consideration of multiple factors, such as the brand's market demand, brand positioning, target audience, cost and producibility. For example, URBAN REVIVO (hereinafter referred to as UR), a well-known fast luxury fashion brand in China, emphasizes the brand genes of urban, diversified, pioneer, quality, internationalization and sustainability. Therefore, its product design will pay more attention to the transmission of brand information while adopting popular colors, so as to accurately reach the target audience.

The use of color has always been a long-term research topic for clothing brands. It can be said that color is the first element for consumers to choose clothing products. Brand designers' ingenuity and use of color form the knowledge of color management. Deng Xiangpeng added: "The application of color is systematic. The use of color in the new season will maintain the brand's classic color, use the common color suitable for textile and clothing, continue the color feedback from the market in the previous season, and use it systematically in combination with the current popular color. The choice of color not only gives consumers an intuitive visual experience, but also tells the brand's visual story Things can resonate with consumers. "

　　 Changing Fashion Style: How to Innovate and Break the Situation in Chinese Fashion Design

Since 2023, the fashionable "dopamine", "Maillard" and "old money style" wear styles have continued one after another, causing the ups and downs of the fashion clothing industry. From January 2024, four major fashion weeks 2024AW will be opened in New York, London, Paris and Milan, and China International Fashion Week 2024AW will soon follow. At this season's autumn and winter press conference, we can feel that this year's fashion focuses on the keywords of "comfort", "nature", "simplicity" and "personalization". Deng Xiangpeng summed up: "In the fashion circle, the trend of youth culture is declining, and delicate tailoring is returning; the concept of deformation and classic innovative pieces have become popular."

For the grasp of popular style, the fashion brand is a permanent exploration topic. The head of UR's parent company, Fashion Momentum Group, said that the Group has always been aiming to better grasp the trend of fashion and continue to "lead the way" to ensure that its products have both market appeal and maintain the uniqueness and long-term development of the brand. In terms of brand positioning layout, we will develop the luxury fashion brand UR for the mass consumer group, and launch the brand BENLAI (original), which focuses on "performance technology casual wear". We should not only consider consumers' preferences, but also consider whether popular trends are consistent with long-term strategies, rather than blindly pursuing short-term popular trends.

URBAN REVIVO 2024 Spring blockbuster

BENLAI (originally) Visual image in autumn and winter 2023

For the grasp of the world fashion trend, Chinese fashion design should refer to, but not copy. Under the influence of 5000 years of culture, Chinese costume design has hidden the details of Chinese traditional culture. In recent years, with the rise of fashion trends, an ancient trend has also been revitalized. "New Chinese style" and "national fashion" clothing has become a new trend. Xiong Ying, the person in charge of Gaia Legend, also mentioned that Chinese fashion design should combine the current lifestyle in inheritance and innovation, connect the past, settle the present and extend the future.

China's current fashion discourse and fashion design power are growing with China's international status. The formation of the future "modern fashion" force requires the overall efforts of Chinese fashion design. In recent years, Chinese fashion design has been increasingly reflected in the international perspective. The designer brand Gaia's legendary Four Landings Paris Fashion Week, Fast Luxury Fashion UR's overseas store layout has expanded its commercial territory, and the volume of China International Fashion Week has expanded to the world. Chinese costume design has become more and more determined on the way out, and is also demonstrating the "modern fashion" power of Chinese design.

Xie Fangming, the full-time vice chairman of China Fashion Designers Association, is confident: "As the leader and recommender of China's fashion industry, China Fashion Designers Association will continue to strive to promote the further development of China's fashion industry and give play to the 'modern fashion' power of Chinese design. Chinese fashion design should also enhance the popularity and influence of Chinese design by strengthening exchanges and cooperation with the international fashion industry; and actively introduce international advanced Design concept and process technology to improve the creative level and production technology of Chinese designers; To inject new vitality into China's fashion industry by cultivating young designers; Improve the popularity and reputation of Chinese brands by strengthening the construction and promotion of mature brands and designer brands; Make positive contributions to society by focusing on social responsibility and sustainable development. "

Chinese fashion has already built a thinking based on its own cultural value, insight and attention to the local and the world, and formed a primary trend, hot spots, and even trends. As a result, the future of China's fashion design innovation has seen light. How to go further and further needs the unremitting efforts of fellow practitioners. (Wen Zhouang)

(Source: Xinhuanet)