The "New Chinese Style" New Year Clothes In Haining, Zhejiang Are Popular In The Leather City

"These days, the tailors are busy chasing orders, and the hand-made 'new Chinese style' coats are popular with consumers of all ages." As the Spring Festival of the Lunar Year of the Snake approaches, in a clothing store in China Leather City, Haining, Zhejiang (hereinafter referred to as the "Leather City"), the boss Hu Mingyi shuttles between the sales shop and the garment factory to introduce new products to customers.

Chinese people have a tradition of adding new clothes in the New Year. At present, many businesses in the Leather City seize the festive style of "new Chinese style" clothing and introduce beautiful and practical New Year clothes in combination with intangible cultural heritage fabrics such as Song brocade and Xiangyun gauze to attract people to buy.

People choose Song brocade fabrics to customize new clothes in the leather city. Photographed by Yang Lichao

"The weaving process of Song brocade is complex, the patterns are three-dimensional, and the colors are more colorful." Hu Ming, born in a silk family, has had a silk complex since childhood. His store has been open for less than three months, striving to restore the beauty of traditional tailoring.

From the "broken circle" of horse face skirt in Xucun Town, Haining City in early 2024 to the popularity of "new Chinese style" Spring Festival clothing in early 2025, the "national trend" has created a new atmosphere for the local clothing industry in the past year.

"New Chinese style" jewelry made of Song brocade fabric. Photographed by Yang Lichao

Another store in the same leather city has been specializing in fur for more than ten years. This winter, the store launched a variety of "new Chinese style" coats that integrate silk and fur.

"We have our own factories, and our products are sold all over the country, as well as customers in South Korea and other overseas countries and regions. In recent years, 'new Chinese style' is a popular element, which is more popular in the market, and the store has begun to try to transform." Zhang Yali, the head of the store, pointed to a bright orange coat, and said that recently this "popular style" has sold more than 1000 pieces.

Trying the "new Chinese style" style is a microcosm of traditional fur design innovation. Zhang Yali said that in recent years, fur functions are not limited to warmth, and many businesses have launched more personalized fur fashion pieces.

For example, there are many styles of "new Chinese style" coats sold in the store: jacket with fur materials added to the cuff; A coat with a layer of fur and silk, which can be worn on both sides; The details of the coat are decorated with Chinese knots and other elements to convey the strong flavor of Spring Festival.

People wore festive "new Chinese style" winter clothes. Photographed by Yang Lichao

According to Shen Lili, the head of a "new Chinese style" clothing store in Leather City, forming a distinctive style is the secret of the store's long-term development.

"When I was reading, I liked to wear 'new Chinese style' clothes. In 2018, stores began to try 'new Chinese style' elements, which have been widely spread in the past two years, attracting fixed customers, and mainly making high-quality boutiques." Shen Lili's store decoration is antique, carved furniture, flowers and grass are very elegant.

As the Spring Festival approaches, "new Chinese style" clothing enthusiasts from Hangzhou, Shanghai and other Yangtze River Delta regions have come to the store to buy, and the sales of the store are growing steadily. Shen Lili said that at present, the store has franchisees who are exploring overseas markets. In the near future, the "new Chinese style" clothing in the store is expected to spread in the global market.

(Source: China News Network)