CHIC2018 (Autumn) Embroidered "Embroidery" Outside The "Sink", Amazing Time.

As a master of traditional handicraft in China, each brand is scrambling to occupy the highland.

Some people describe the traditional handicraft as a history book, which records the costume art of successive dynasties.

In the face of such rich cultural heritage, how to speak this history is the biggest test of Chinese fashion brand.

There is more than one kind of embroidery, and tradition is more than one.

Take Qipao as an example, the cheongsam market in China is homogenized and saturated. The traditional cheongsam has become one of the key points in the development of Chinese clothing brand "Hua Mu Shen".

Founded in 2015, the main business is Chinese clothing, designer dresses, fashionable women's wear, etc.

"We design a Chinese style cheongsam that can be worn everyday. Chinese style design is embodied in the details of clothing.

This is not simply re engraving traditional costumes, embroidery instead of the past.

Zhou Zixiang, general manager of Yanli Garments Co., Ltd., Shanghai, said that the company's brand "Hua Mu Shen" initially tried many traditional crafts such as blue dye, clip vale, hand embroidery and so on, and finally chose embroidery embroidery as the essence of the brand.

Suzhou embroidery,

As early as 2006, it was included in the first batch of national intangible cultural heritage list, and witnessed the development of the Millennium production technology.

Whether it is clothing advanced customization, or advanced clothing, and even national gifts, there are Su embroidery figure.

"Suzhou embroidery, as the annual cultural output of the country, is a well deserved national quintessence."

Zhou Zixiang is proud of carrying forward the traditional handicrafts.

But it is precisely because of the distinctive features of Su embroidery that it brings great challenges to the innovative techniques.

The selection of embroidery patterns has become a pain point in brand innovation techniques.

"Su embroidery is famous for its simulation, and the effect of needlework is especially natural.

But because of being too realistic and realistic, designers have more restrictions when choosing patterns.

Zhou Zixiang gave an example to reporters, who embroidered a bird. If conventionally designed, designers would be more free to handle shapes and colors.

But Suzhou embroidery should consider how to make the needles show more natural pition in the deformation, not only preserving the characteristics of Suzhou embroidery, but also being too realistic.

"

In the process of breaking the barriers between embroidery techniques and patterns, flowers and trees once faced the situation of eliminating 70% common patterns.

Once the treasure of the town store is now put on the shelf, and the flowers and trees have come up with the determination to break the wrist.

"We do not want products to be appreciated only as works of art.

"Zhou Zixiang said that Hua Mu Shen has developed a combination of embroidery and Yangliu youth painting, folk paper-cut, cloisonne and other classical patterns, to enhance the soft power of the intangible cultural heritage of the brand.

Cai Xiaoping, general manager of Dongguan famous embroidery culture Communication Co., Ltd., told reporters that the company's main wedding dress is custom made by hand, and the shop name is embroidered with family name. Every garment has traces of manual embroidery.

And the customers who are fascinated by fingertip art are getting younger and younger.

In recent years, Cai Xiaoping has obviously felt that more and more young people are making clothes in the store.

"The promotion of national strength is directly reflected in people's confidence and ability to consume."

Everyone's ability to accept has provided greater room for innovation.

The pattern of wedding dress custom clothes has a fixed choice. The famous embroidery family has worked hard on the embroidery color matching innovation.

At present, the market is popular with literature and art, and Guangdong embroidery is famous for its strong color collision. Subtraction reduces color saturation and weakens the luster of silk thread.

"Will this lead to the loss of special features of Guangdong embroidery?" asked the reporter anxiously.

"No.

Traditional handicraft is precisely because of keeping pace with the times.

Cai Xiaoping explained that classical color matching is reserved in specific styles, and the emergence of new colors is more suitable for consumers' aesthetic appreciation, which has a substantial role in promoting the inheritance of embroidery techniques.

Now, customers often take their clothes to the store, please embroider the master and add the pattern. The two processing of the clothes also makes the designer understand the new trend of consumer preferences and complement each other, and the business in the store is getting more and more prosperous.

"After the Guangdong embroidery station has stabilized the market, we also need to develop bead embroidery, hook flowers and weaving..."

As long as it's handicraft art, we must apply it to commodities and join the design concept to become the soul of the brand.

The rise of the millennial era in the new era should not be underestimated. They have grown up in modern society and are accustomed to the rapid changes in science and technology. They are very fond of traditional "old objects" that they do not understand.

In the face of the Millennium embroidery technology, Xu Jia, the original independent designer who had just left the school, was fascinated by traditional techniques. The brand of "Xian Xian" made up of high-end women's clothing was very much in line with the exquisite and exquisite positioning of embroidery.

"I like bead embroidery very much. For the first time, I feel that I have a predestined relationship with this fine embroidery process."

Xu Jia said that when she first started making a brand, she was worried that embroidery would not be recognized by modern fashion. But during the running exhibitions, she met many like-minded partners and recognized the traditional handicraft inheritors in different fields. Everyone spontaneously gathered together, and the group communication gave Xu Jia a lot of benefits.

Seeing much, Xu Jia brought a thread of "westerly wind" to the embroidery.

"I use the Italy clothing version as the basis of style. On the one hand, considering the three-dimensional structure is more suitable for modern work and life, on the other hand, the European and American contour lines are more numerous, which provides more possibilities for the emergence of embroidery and innovative techniques."

Xu Jiashun should be in the fashion trend, so that the shape of the pattern can be integrated with the clothing structure, and the three-dimensional cutting of the traditional craft can be made. This pformation is just the beginning.

There is something special about Yi Xian's bead embroidery. Xu Jia tried to make pure hand embroidery on machine embroidered base cloth, that is, using the efficiency of machine embroidery, and keeping the exquisite embroidery of hand, and using wool fabric as embroidery carrier, reducing the sense of heavy industry and increasing the affinity of the product.

Chen Lulu, the founder of Zhi Yi ZHIYI women's bag brand, attaches great importance to the design concept of using products as media and integrating traditional technology into life.

With her hometown embroidery as her inspiration, she keeps the temperature of traditional handcrafts, strives for details, and strives for perfection.

"What we are doing is not simply restoring the old, but redesigning the traditional technology, integrating modern handicraft technology into the product in the modern way of life."

Chen Lulu said.

Looking ahead, we should pay close attention to the living conditions of modern people and approach the consumers to show their new products that they are longing for. In the light of fashion and cost, shielding the red tape, traditional crafts can really fly into common people's homes.

Our country has a heavy historical and cultural sedimentation.

Small to a flower pattern has its beautiful, deep meaning.

"I pay more attention to the selection of good texture, proper form and unique technological characteristics."

The design of "Ruyi", "Peony" and "Butterfly" and so on, are designed to convey love to objects. Each item carries a meaningful aesthetic. Consumers will also be born with time.

The innovation of traditional technology will be

In depth, we will be able to tell you a brand-new poem about the history of Chinese clothing brand.