叙事性设计在国潮服饰品牌中的运用——以李宁品牌为例

The Application of Narrative Design in Guochao Apparel Brands:A Case Study of Li Ning Brand

通过对李宁服装设计中运用大量叙述性手段将中国传统文化与现代时尚相结合的案例分析,以达到在服装产品设计中提倡“叙事性设计”理念的目的。笔者认为好的服装设计对展现品牌形象至关重要,提倡叙事性设计在服装设计中广泛地运用具有以下现实意义:提高设计师的传统文化解读与阐释能力,顺应消费市场对新中式审美的需求。笔者从中国李宁的服装设计产品入手,从叙事主题、叙事方式、叙事意境三个方面结合服装的版式、面料、图案、文字、色彩等特点,去研究李宁是如何运用叙事性设计讲述品牌独特的文化内涵,传达中国特色的设计审美,提高其品牌竞争力的。

Through the case analysis of Li Ning's clothing design,which uses a lot of narrative means to combine Chinese traditional culture with modern fashion,the purpose of advocating the concept of"narrative design"in clothing product design is achieved.The author believes that good clothing design is crucial to showing the brand image.The promotion of narative design in clothing design has the following practical significance:improving designers'ability to interpret and explain traditional culture and meeting the consumer market's demand for new Chinese aesthetics.Starting with China Li Ning's clothing design products,the author combines the characteristics of clothing layout,fabrics,patterns,text,colors,etc.from the three aspects of narrative theme,narrative method,and narrative artistic conception to study how Li Ning uses narrative design to tell the brand's unique cultural connotation,convey the design aesthetics with Chinese characteristics,and improve its brand competitiveness.