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The new Chinese style down jacket highlights the new Chinese style by focusing on the collar and front design of the clothing. In the autumn and winter of 25/26, we can pay attention to the following trend directions for the new Chinese style down jacket: plush edging, diverse buckles, small standing collar, cross collar design, straight collar design, front facing design, diagonal collar design, etc. These detailed trends meet the multiple needs of current consumers for daily practicality, fashion trends, and cultural inheritance of down jackets.
Fur trimming is one of the key details of the new Chinese style down jacket, which is usually made of mink fur with a soft texture; It is spliced into the collar, cuffs, front placket, hem and other positions of the down jacket, adding a delicate and luxurious feeling of down while being practical and warm. Collaborate with other Chinese elements to create a retro and fashionable down jacket item.
As a classic Chinese element, the frog button is widely used in the design of new Chinese clothing. This season, the buckle design not only follows the basic rope tie weaving technique, but also innovates in shape and usage. The more exaggerated proportion makes it highly decorative, making the new Chinese down jacket more fashionable and suitable for daily wear.
The small standing collar is improved from the traditional qipao collar, with a variety of shapes, including a basic and comfortable low round collar, as well as a petal collar that blooms like a flower bud. Its temperament is retro and dignified, and it is very practical and not exaggerated. When used in down jackets, it can highlight the new Chinese style well and effectively modify the proportional lines of the neck.
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.
The social environment has improved, the order of all walks of life is gradually return to normal, and the fashion industry in China is also ready to recover. Local fashion week is about to be held.
Chinese clothing brands have a long history of not developing as well as Western clothing brands, but since the reform and opening up, their growth rate cannot be underestimated. From traditional clothing companies to independent designer brands, what is their current status?
The brand awareness awakening of traditional corporations
With the rise of the southeast clothing manufacturing industry in the 1980s, the first batch of Chinese clothing brands came into being. The times have changed and the competition is fierce. Nowadays, every unbeatable brand will not be eliminated by the times and must keep up.
Lining, who has just finished the big show in the Dunhuang Desert, has realized the transformation from a traditional sports brand to a sports fashion brand. It hosted a catwalk at the International Fashion Week, inviting fashion stars to endorse the brand, attend the fashion show event, open a fashion flagship store, and bold cross-border cooperation. The series of actions are all changes made by this traditional sports brand to adapt into the times.
The perfect combination of professionalism and fashion, and the enthusiastic feedback has shown that this initiative has achieved good results.
As another clothing brands in the first batch, EP was dedicated to creating mid- to high-end women’s clothing with oriental beauty.
16 years later, EP Yaying launched a dual-brand strategy, with “the world’s EP, China’s Yaying” as its brand vision, EP focused on oriental clothing with more international and modern aesthetic. Yaying is focused on traditional and classic Chinese aesthetic clothing.
It is the 24th year since the establishment of the earliest designer brand exception in China. The founder Mao Jihong believes that “culture is the core of design”, and then founded Fangsuo Bookstore and moved the exception into the bookstore. Fangsuo is not so much a bookstore, it is more like a cultural space selling lifestyles at the same time, where exceptional brands become soulful and three-dimensional. In addition to clothing, they are closer to consumers from different angles of life.
During the epidemic, thanks to the opening of brand Micro Mall stores, Mao Jihong appeared in front of the camera of the first live broadcast festival in Guangzhou, personally communicated with consumers online, keeping up with the pace of the times.
Of course, not all marketing strategies in the new era are suitable for traditional companies. How to respond quickly and present the company’s own strengths with different marketing methods is the long-term strategy for the brand.
The international road of Chinese clothing brand
In recent years, more and more Chinese brands now are listed as the global fashion week attendees.
According to incomplete statistics, there are nearly 90 Chinese brands that published works in the four major international fashion weeks in 2018.
The development of the Internet has also brought convenience to online shopping. Chinese brands are constantly launching attacks on foreign online malls to seize overseas markets.
Beside brand’s own management, it has an invisible mission of “how to convey the beauty of the East”. This issue has been around since the birth of Chinese clothing brands. How to keep the oriental elements and develop among these brands?
Not matter its domestic or international markets, the foundation of a brand and its clear positioning are important. For example, the Yaying Group mentioned above that they know the EP’s design style and modern design are difficult to blend, so they seek intro another direction. The EP brand faces the international market, and oriental elements need to be incorporated into more modern designs.
The Edition, a mid-to-high-end women’s clothing brand under the EPO Group, directly positions the brand accurately and precisely as “GENTLEWOMEN” (female gentleman).
The wide silhouette and elegant feeling, coupled with the Chinese elements embellished in the details, create the beauty of the national style with the atmosphere. It interprets the sonorous and unrestrained side of modern China. At the same time, it portrays the portraits of independent contemporary Chinese women.
Of course, there is no shortage of young designers who express their attitudes straightforwardly in Chinese texts.
The situation of “big manufactory country, small brand country” is under reversion and rewritten by different aspects of Chinese style. In addition to the efforts of the brands established in this part of the early days, a new generation is coming.
The status quo of independent designer brands
With the rapid development of Chinese economy, the new generation with design dreams and fashion pursuits has obtained the opportunity to study in the professional art and Design College. A large number of new designers who have returned from their studies have started their entrepreneurial path. More bold and innovative independent designer brands is springing up. This is not much smoother than the entrepreneurial reform of the predecessors.
In the face of fierce competition in the market, traditional companies have a solid foundation, brands also have mature operating models with luxury goods and fast fashion, so there are no much market share left for independent designers.
While they continue work hard on creation, it is not easy for them to face plagiarism and price war from low-threshold online shopping stores. Fortunately, local fashion weeks, offline buyer stores, and theme activities on online shopping platforms are constantly giving new designers a greater platform.
In cross-border cooperation, there were cross-border gift boxes of cutting-edge designer brand MUKZIN and Maltesers before, and cross-border catwalks by CHUYI.STUDIO and Huolala. The endless creativity continuously stimulated the young market.
At the same time, it can be said that many of the “predecessors” recognized the new designer’s ability of joint cooperation, such as the joint series of designer Xia Yiqi and HanDu, and the joint series of earlier designers ANGEL CHEN and H&M, which are enough to prove the design standards of recent designers.
Designer ANGEL CHEN also won the top four in the Netflix fashion show “Next in Fashion”, once again showing the world the strength of the young generation of Chinese designers.
Among the 20 designers shortlisted in the semi-finals of the LVMH Young Fashion Designer Award this year, the name of the young designer YUHAN WANG appeared.
Most of the early independent designers in China also emerged from domestic fashion competitions. Today, these young people can confidently stand on the international arena and achieve high-profile results.
Their reach and vision are not limited to clothing. They also concerned about the close relationship between art, culture and fashion. For example, in addition to the design and development of clothing, ROARINGWILD, a local street fashion brand that has been in existence for 10 years, has also contributed to the promotion of local street culture to gather more young people with the same hobby to participate.
Compared with the predecessors, the cross-border cooperation of the new designers is more bold and avant-garde. And in terms of brands, they can quickly adapt to various marketing methods. There are also many young independent designers such as Liu Qingyang, Susan Fang, Shangguanzhe, Xander Zhou, Wang FENGCHEN, Ms. MIN, etc., who have gained the favor of many loyal fans at home and abroad. The new era brought by the new generation is better and better.
On August 6, the French luxury brand Louis Vuitton held an offline fashion show in Shanghai to showcase the 2021 spring and summer menswear collection. At the same time, it was also broadcasted live on Douyin, Weibo, WeChat and other platforms. The number of views on Weibo exceeded 50 million and the number of likes exceeded 390,000, which attracted the attention of the industry. On the same day, Wu Yifan (Kris Wu), Fan Chengcheng (Adam Fan), Di Lieba (Dilraba Dilmurat) and other celebrities attended the show. Wu Yifan (Kris Wu), as the brand ambassador, wore a white suit from the 2021 early spring series and a giant doll on his shoulders.
Industry insiders believe that digital fashion shows have become the norm during the epidemic, Louis Vuitton has been so lavishly displayed its 2021 spring and summer menswear collection in Shanghai through the “offline + online” approach, which shows that the brand is accelerating its deployment in the Chinese market and think highly of the younger generation as consumer groups.
Through Shanghai fashion show Louise Vuitton settled in Douyin, view numbers reach to 40 million
The Louis Vuitton Spring/Summer 2021 menswear collection fashion show is inspired by the “floating bottle”. As early as July 9, Louis Vuitton released the series of short films and cartoons at Paris Fashion Week, featuring Louis Vuitton Spring/Summer 2021 menswear in the red containers departed from Paris and drove slowly eastward along the Seine, arriving in Shanghai and Tokyo. In the cartoon, the lively animated characters Zoooom with friends follow the container shipment.
The fashion show held in Shanghai this time is the fifth fashion show since Virgil Abloh, the brand’s menswear art director, takes the helm of Louis Vuitton menswear. Virgil Abloh is known as the representative of the new wave of fashion, cross-border architecture, home furnishing, art and other fields. He joined Louis Vuitton in 2018, abandon the stereotyped appearance of high fashion, and integrated it with street culture, and launched Several hot items. In this spring/summer 2021 menswear collection, Virgil Abloh is inspired by “innocence”, launching menswear with clashing colors, jackets with exaggerated silhouettes, and 25 items made of recyclable materials.
While holding an offline fashion show in Shanghai, Louis Vuitton officially entered the Douyin platform via online live broadcast on August 3, launching the topic “LV21 Men’s Wear Show” to preview the fashion show. Till 11 a.m. on August 7, the account has 68,000 followers and reach nearly 100,000 likes. The 2021 spring and summer menswear show has been played more than 40 million times.
Accelerate the layout of the Chinese market, and the future luxury brands will be focused online
In fact, Louis Vuitton is not the first luxury brand to test the Douyin platform. As early as 2018, Dior opened an official Douyin account. Since then, first-tier brands such as Gucci and Bulgari have also joined. Louis Vuitton previously entered “Red Book” in 2019 and became the first luxury brand to enter the platform. This year, it also conducted its first live broadcast on “Red Book”. This time, Louis Vuitton used the topic of the Shanghai fashion show to enter Douyin, which shows that its emphasis on the Chinese market and millennial consumers. It is also in line with Virgil Abloh’s younger and street-oriented design trends in recent years.
Louis Vuitton’s parent company LVMH Group recently released data for the first half of the year. During the report period as of June 30, LVMH Group achieved income of 18.393 billion euros, a year-on-year decrease of 27%, and profit fell 68% to 1.671 billion euros. Net profit was 522 million euros, a sharp drop of 84% year-on-year. Among them, the revenue of the LVMH fashion leather department, where the core brand Louis Vuitton is located, fell 23% year-on-year to 7.989 billion euros, and profit fell 46% year-on-year. LVMH stated in its financial report that under the strong promotion of the Chinese market, the performance of the Asian market improved significantly in the second quarter, and the decline narrowed to 13% from the 32% in the first quarter.
Statistics show that global luxury goods sales reached 310 billion US dollars in 2019, of which the Chinese market accounted for 35%. Affected by the epidemic, global sales of luxury goods have been severely frustrated, and the speed of recovery in the Chinese market has caused major brands to shift their focus to the Asian market dominated by China. Industry insiders predict that the sales weight of luxury brands in the Chinese market will increase substantially in the future. However, compared with opening stores, the future focus of luxury brands represented by Louis Vuitton will be on e-commerce and digital marketing.
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