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Inspiration This report selects butterfly patterns as the core element; New Chinese style as the core style; The butterfly pattern on ancient ceramics serves as a source of inspiration, breaking conventions through different painting techniques and color expressions, interpreting the collision between classic elements and modern fashion expression techniques, and providing inspiration for the development of new Chinese patterns.
Origin:In the Tang Dynasty, butterfly patterns appeared as decorative objects in silk weaving species, with rich and vibrant colors and mostly symmetrical shapes; The butterfly pattern in the Song and Yuan dynasties has become simple and elegant, with a delicate and elegant style. In the Ming and Qing dynasties, the decorative nature of butterfly patterns has gradually increased, and on the basis of realism, there have been deformations and exaggerated designs. The Qing Dynasty ushered in a heyday of the development of butterfly patterns, with more diverse and vivid butterfly forms.
Meaning: The Hundred Butterfly Pattern symbolizes longevity and longevity. The butterfly pattern that reaches the age of one hundred symbolizes good wishes for longevity and also symbolizes prosperity and prosperity. The melon butterfly pattern symbolizes rejuvenation, breaking free from constraints, and being reborn, and is also considered a symbol of love. 【 Happy Encounter 】 Tuanhua Butterfly Pattern, with two butterflies forming an S-shaped pattern and flowers and plants beside it, has the auspicious meaning of pairing and reunion. It is one of the typical symbols of love in Chinese auspicious patterns. “Butterfly Love Flower” is manifested as butterflies dancing and playing among the flowers. The combination of flowers and butterflies conveys the pursuit of happy love and marriage life.
Recommended Brand New Chinese brands represented by M essential and Hemu have showcased butterfly patterns as style references in their clothing for the new season. Using modern techniques to reinterpret traditional butterfly patterns, integrating ancient artistic elements with contemporary design. By integrating traditional patterns with innovative design elements, traditional color combinations, and the use of unique perspectives, these intricate patterns are given a new sense of modernity.
POP Original Design The original design of the “Butterfly Motif” theme features butterflies as the main creative element. Combining elements such as cloud patterns, eight treasure patterns, melon and fruit patterns, and geometry, the overall picture presents a serene new Chinese atmosphere, providing a direction for pattern development for related items.
With the popularity of the new Chinese style, down jackets with a new Chinese style have also received increasing attention and become one of the key style directions for down jackets. This article will analyze several designer brands that focus on the new Chinese style, such as Rizhou, M essential, ZHUCHONGYUN, JNJW, etc. For more details, please refer to the following text.
Rizhuo is a women’s wear brand established in Hangzhou, China, in 2011. Its main sales channels are online platforms such as Tmall and Tiktok. The brand is committed to focusing on the current humanities, feeling social emotions, taking Chinese chivalrous culture as the spirit, integrating new Chinese style, literature and art, deconstruction and other styles, adhering to the concept of doing what you like, not blindly following the current trend, and is very prominent in the design of new Chinese style down jackets.
ZHUCHONGYUN is a new Chinese style women’s clothing designer brand founded by Zhu Chongyun, a designer of the same name, in Shenzhen in 2013. The brand mainly focuses on offline direct marketing, and has settled in Tmall, Tiktok, Little Red Book, and WeChat stores at the same time. Its design uses modern silhouettes to combine traditional techniques of Chinese clothing and heavily engineered fabrics, so that the silhouettes are clean and neat; Printing and embroidery are elegant and delicate; The pure color scheme exudes an ancient style and charm, blending modern and traditional elements in a very natural and appropriate way to achieve a balance; Down jacket is one of the key items of its brand.
M essential is a women’s clothing designer brand established by designer Ma Kai in Tianjin in 2014. The brand mainly focuses on offline direct sales and has an official Taobao direct sales store online. It is committed to exploring the contradiction and unity between contemporary Eastern aesthetics and modern lifestyle, combining classical Eastern aesthetics with contemporary fashion ingeniously, injecting a condensed and free elegant style into the rich and light colored Eastern taste, presenting elegant and exquisite new Chinese clothing, This season’s down jackets feature a large amount of Song brocade jacquard fabric, combining classical Chinese details with contemporary down silhouettes.
On July 27th, ANTA launched the first Tmall Super Brand Day. During this event, ANTA 2022 Winter Olympics official licensed product flag series sportswear was released. This event ANTA leveraged the influence of Tmall’s first marketing IP on the entire network. The digital empowerment of new products has brought more new choices to consumers, and also allowed ANTA Tmall Super Brand Day to get a satisfactory performance. Data shows that during this event, ANTA’s one day sales surged by 1777% year-on-year, setting a record for the highest single-day sales except Double Eleven, and ranking among the TOP2 in the industry.
The ANTA Tmall Super Brand Day not only brought a fashion feast for consumers , but also marked that ANTA and Tmall have joined hands to cooperate further, setting a new model for the electronic and digital development of the apparel industry.
A number of stars attend to support the fashion show
As a global leader in sportswear from China, ANTA has always adhered to the concept of “Keep Moving”, which coincides with Tmall’s never-ending exploration in the field of e-commerce. The press conference jointly organized by the two parties is based on the theme of ” The Circle of life “. ANTA 2022 Winter Olympics official licensed product flag series sportswear conference was held. Zhang Jike, Zou Shiming, Fan Zhiyi and Lang were invited to the event. The celebrities from the cultural and sports world such as Lang, Guan Xiaotong, Jin Dachuan came to join the show with nearly 70 Chinese supermodels, bringing consumers an audio and visual feast, it was a party that blends fashion, art and clothing.
The whole press conference was exciting and shining with stars. From the opening of the live performance by pianist Lang Lang, to the opening show by ANTA Sports’ global spokesperson Guan Xiaotong wearing ANTA’s new sportswear, to other stars and supermodels and super large-scale drone starry performances to help out this conference. The climax is non- stopped, and the belief in the “unending movement” has become more popular.
Join forces to create a new brand story, support the world premiere of national flag clothing product line
As we all know, China has won the right to host the 2022 Winter Olympics. As the official sponsor of the 2022 Beijing Winter Olympics, ANTA received exclusive authorization for the first time in 2020 to sell national flag-related footwear and clothing products. It is also the first time that China has opened up the right to sell clothing with national flag patterns. For ANTA, the launch of the “national flag sportswear” is more of a strong output at the brand level. This time, in cooperation with Tmall Super Brand Day, its related national flag clothing products will be launched on July 27th. The global debut of the brand day on the day reflects that while ANTA continues to enrich its brand stories, it also give us hopes to use the Tmall platform to allow users to generate more brand perceptions and write a new chapter of the brand story to more consumers.
On the same day, Li Jiaqi, the NO.1 live broadcaster, not only visited the conference site in person, but also opened an ANTA national flag uniforms special session in the live broadcast room. He also shared ANTA’s importance with popular sports stars Zhang Jike and Guan Xiaotong in the live broadcast room as soon as possible conference finished. They showed the support to ANTA new product and promote the the national flag clothing products released by ANTA together.
The Trendy gameplay enhances user enthusiasm, online channels upgrade the consumer experience
In the early stage of this conference event, two parties started a joint warm-up promotion. ANTA and Tmall Super Brand Day jointly launched a new gameplay of “Alibaba Zoo cheering for the Olympics”. Dozens of IP animals with their own fan base all incarnately become the Olympic mascots, attracting countless eyes with their own special skills, and successfully earned enough attention.
At the same time, Tmall has also cleverly integrated the “See Now Buy Now” show sale model, which is the most popular fashion brand in recent years, with this event, allowing consumers to enjoy the consumption process while invisibly deepening their understanding of the brand. Cognition. The two parties have achieved remarkable results in terms of sales volume, customer acquisition and brand enhancement.
As an outstanding representative of professional sports brands, core value of ANTA’s product has a strong appeal in the sportswear market. At the brand improvement stage, it will expand the market through updated channels and use marketing methods that are closer to consumers to increase interaction, build the brand image to a new level. The excellent results achieved in this cooperation with Tmall Super Brand Day are the best proof.
Introduction to Tmall Super Brand Day:
Tmall Super Brand Day is Tmall’s most influential brand marketing super IP. It is good at integrating the ecological power of the entire network to create its own Double Eleven festival and provide the world’s top brands with a stage of ultimate innovation.
In the past five years, it now become the biggest carnival for brands and their consumers to communicate. Tmall big data strengthen the brand’s digital marketing capabilities, form a deep link with consumers, through a concentrated event, a super day full of rituals, bring a double explosion in volume and sales, and reach each with unprecedented energy. It connect users and catalyze super brands to bring new consumer a new consumers experiences.
During the pandemic, jnby BY JNBY captures kids’postures at home to experience their happiness.
jnby for mini, the infants’ wear collection founded in A/W 19/20, is designed for infants aged from 0 to
Based on its original artistic aesthetics, it creates a flexible and fun style.
In S/S 2020, designers take cues from Miss Peregrine’s Home for Peculiar Children, and express equality and respect through perspectives of Time Circle, Extraordinary Talent and inclusiveness. This season designers focus on kids to explore, protect and encourage the diversity of kids. We believe, for every kid, it is more important to accept and embrace themselves than integrating into others.
In S/S 2020, jnby By JNBY continues its simple wood tones, simple and bright. Hangers are in fluorescent green, pastel colors, navy blue as well as blackish green and khaki popular in S/S 2019.
Quantity and proportion of new products are mainly drawn from data of the online official flagship store of jnby By JNBY. In S/S 2020, T-shirts, dresses, trousers and shirts occupy a large proportion. Items made of woven fabrics are dominant. In addition to new products of S/S 2020, items in previous years are on sale again. The most salable two styles are from S/S 2019 collection.
Price data of new products is mainly drawn from the online official flagship store of jnby By JNBY. The table analyzes the price range of six categories of outerwear, shirts, dresses, trousers, sweatshirts and T-shirts.
Unlike luxurious brands, Chinese fashion brands can more easily create interesting items. In the past three months, many supermarket brand collaborated with Chinese fashion brands and cosmetics brands.
PEACEBIRD x ELE.ME brings the avant-garde style, interpreting cross-field diversity and offbeat creations.
OXY Studio collaborated with evian. Macaron colorways are girly.
Essential balm makes a comeback. BEASTER collaborated with T-Mall to release the BEASTER x T-Mall capsule collection during the New York Fashion Week.
White rabbit is prevalent. Many brands rushed to collaborated with it. LED’IN joined hands with white rabbit to release the LED’IN X White Rabbit collection.
Laoganma sweatshirt? Yunnan Baiyao hoodie? Chinese fashion brands materialized them in the NYFW China Day. There were chic sweatshirts, sport jackets and leisure tracksuits. The fashion brands played with traditional patterns and collaborated with time-honored Chinese brands.
No.1 Tmall
Tmall’s “New China Fashion Era” partnered with China Pop-up Market at Opening Ceremony.
No.2 Angel Chen
This season, Angel Chen takes inspiration from Mistress Ching, a pirate during the Qing Dynasty. The collection incorporates traditional Chinese references and sea cultures, tapping into a pirate spirit.
No.3 vivo
Vivo joined force with Angel Chen for a creative show. The technical elements of Vivo X23 were infused into the S/S 19 collection, bringing a visual feast.
Color
Fluorescent Green
Green Color Style
Inspired by the light sensitive aesthetic of Vivo X23, fluorescent green appears on fashion clothes to reflect a rebellious style.
Purple
Purple is an auspicious color in China. Patterns against purple bases. The dark graphics mimic Chinese landscape paintings or tattoos of pirates.
Pattern
Traditional Style
The famous fashion retailer Opening Ceremony partnered with Tmall for a China Day pop-up store. From Summer Palace, Shanghai VIVE, Yunnan Baiyao to Onecup, the time-honored Chinese brands shone out in New York.
Dragons
Chinese dragons and corsairs are decorated on garments in the form of treasure map. Dragons are dancing, colorful and brilliant.
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