As one of the national intangible cultural heritages, the Qixi Festival not only contains romantic atmosphere, but also is an important part of traditional Chinese culture. It originated from the custom of ancient women praying to the weaving maidens for their skillful hands, witnessing the history and development of China's national weaving craftsmanship. "About Tmall Super Brand Day" "Ethnic Weaving" showcased the unique charm and great potential of Chinese national culture to the world through a national fashion feast.
The fusion of national culture and international fashion
At present, with the development of aesthetic diversification, ethnic fashion items are widely welcomed, and global brands are facing the challenge of how to correctly use Chinese culture. Many super brands and emerging brands have begun to explore ethnic crafts in depth, and use them as inspiration for innovative products. For example, FENDI collaborated with the intangible cultural heritage inheritors of Yi embroidery and silver jewelry, and SEPHORA partnered with CHA LING to present the tea culture of intangible cultural heritage in a new form, showing the unique position of Chinese ethnic culture in the international fashion industry and its potential for development on the international stage.
In 2024, the Begging Festival, as a globally influential marketing IP, "About Tmall Super Brand Day" joined hands with the Central Ethnic Song and Dance Ensemble, the China National Garment Association, and fashion media Wallpaper*, and invited the new ethnic musician Aduo to join hands with super brands such as Laomiao Gold, MUKZIN, EP YAYING, and Brutalist to launch the super project "National Weaving" to introduce 56 sets of high-end customization to the world. It is like a breeze that crosses time and space, bringing those timeless ethnic costumes back into the public eye.
The Beauty of the Nation, Woven by Me
The MUKZIN skillfully uses Manchu embroidery and Tibetan jacquard embroidery to highlight the style of ethnic women; Inspired by the fern, sunflower, sun and moon patterns of Yi nationality, EP YAYING creates the "EP YAYING national style" in the contemporary context. The “Lao Miao You Que” series from Lao Miao Gold is inspired by the spiritually rich rhino horn in Miao culture, where gold and gems shine together. This not only enriches the diversity of the fashion industry but also provides new ideas and possibilities for the inheritance and development of traditional culture.
"About Tmall Super Brand Day" "Ethnic Weaving", Tmall not only provides the brand with a platform to display the achievements of national culture innovation, but also leads the new trend of national culture marketing. It has also built a bridge of communication between brands and consumers, allowing the world to see the diversity of Chinese national culture and the charm of the time.
Looking ahead, we can anticipate that both domestic and international brands will continue to blend traditional ethnic elements with global fashion trends to create new products and services that reflect Chinese characteristics while meeting international aesthetics. As the producer and pioneer in brand marketing, "About Tmall Super Brand Day" has successfully explored a new height of integrating super brands with ethnic culture. This integration not only meets the needs of Chinese consumers but also infuses the world with new aesthetic elements, creating new opportunities in super brand marketing.
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