Meet on the Plain平原相见——浅谈当代织锦面料应用于旗袍品牌的文化驱动力

MEET ON THE PLAIN——A DISCUSSION ON THE CILRTURAL DRIVERS OF CONTEMPORARY BROCADE FABRICE USED IN CHEONGSAM BRANDS

2020年新冠疫情爆发,影响到了世界每一个角落,也对纺织与服装行业造成了或多或少的影响。织锦面料的应用作为服装产业的一个新的切入点,在当下整个服装产业中仍处于滞后的状态,犹如一个广阔的平原,有待深入探索,具体表现为:产品单一、品牌化不足、缺少可持续发展空间。随着越来越多的国内外设计师将中国元素应用于设计中,织锦开始被运用和传播。织锦面料与旗袍产品结合本身就具备中国传统品牌文化的承载天性,将织锦和旗袍二者结合发展,对二者乃至中国传统文化的发扬和传承都具有较为宏观的历史意义。放眼未来,品牌要在发展和经营中打磨出坚固的品牌文化,用文化驱动力引领瞬息万变的行业发展。本文旨在探讨当代织锦面料应用于旗袍产品的发展趋势以及文化驱动力,以小见大的为以传统文化为基调的品牌提供一种新的思路和方向。

The outbreak of the new crown epidemic in 2020 has affected every corner of the world, and has also caused more or less impact on the textile and garment industry.The application of brocade fabric as a new entry point for the apparel industry is still lagging in the entire apparel industry,it’s just like a vast plain to be explored in depth, specifically: single product, insufficient branding and lack of sustainable development space. As more and more domestic and foreign designers apply Chinese elements in their designs, brocade starts to be used and spread. The combination of brocade fabric and cheongsam product itself has the bearing nature of Chinese traditional brand culture, the combination of brocade and cheongsam development, the two and even the development and inheritance of Chinese traditional culture have a more macro historical significance. Looking to the future, the brand should polish a solid brand culture in its development and operation, and use the cultural driving force to lead the development of the ever-changing industry. The purpose of this paper is to discuss the development trend of contemporary brocade fabrics applied to cheongsam products and the cultural driving force, and to provide a new way of thinking and direction for the brand with traditional culture as the keynote in a small way.