subai·maguai: searching for a new carrier of national cultural genes
2024-09-13
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
what kind of original designer brands do chinese people want to see?
what kind of designer do you hope to meet? international brands in the western context will certainly not be able to satisfy the "galloping" of chinese people's national cultural genes after the cyclical consumption habits fade away, nor can they resonate with chinese-style modernization.
based on the innovation of local crafts and materials, and the modernization of design aesthetics, brands should face the challenge of marginalization of cultural clothing, use the advantages of the internet to build fan stickiness, and guide consumers back to the right track of clothing culture originality. this is the original intention of the creation of the original brand subai, and it is also the direction that designer ma guai has been working towards.
the day when subai released its 2025 spring and summer new products at china international fashion week was the 40th birthday of the brand's founder ma guai. this show was like the designer's answer sheet for the first half of the journey, and it laid a solid "knot" at an important node of the brand. founded in 2020, it was the first hunan original brand to appear at the fashion week. at the beginning of its establishment, the brand's influence came entirely from the internet. in the clothing hotbed of zhuzhou, hunan, it has a unique market cluster advantage. with the nourishment of traditional clothing resources, the road to "explosive models" is familiar, but ma guai did not rush to "harvest", but patiently took another path: promoting the fashionable regeneration of national cultural genes, so that original brands can be given new content and development paths in the process of chinese modernization.
in this season's "encounter", maguai has obviously relaxed his application and innovation of tibetan elements in the continuous output of the three seasons. in addition, subai's own minimalist brand style has made these gesang flowers, cross patterns, dzi beads and other decorations break away from the limitations of localization and transition to the texture of international vocabulary. the simplicity reflects the profound connotation, the elegance presets multi-dimensional usage scenarios and matching space, and takes into account the power of cultural inheritance and the practicality of the product. the direct transformation of the show style is maguai's basic requirement for his own design. zero-distance communication with consumers, while leading and even creating new demands are the sales advantages of subai.
take the products released by maguai at china international fashion week as an example. after following the zhuzhou tibet aid team into zangang county, maguai began to explore the integration and innovation of tibetan clothing and fashion consumption. unlike other designers who borrowed elements from ethnic minorities to make new products, the new styles presented by subai are the dynamic activation process of tibetan intangible cultural heritage products developed by the entire team. the "economic products" of the hometown of feather are the landing point after maguai unfolds the cultural elements. the fabric r&d center is jointly built, and the handicraft fabrics are recreated as the highlight of fashion clothing. new products are developed to improve the economic transformation of cultural achievements. observing the past seasons of subai, it is not difficult to find that the essence of historical and cultural heritage, the revival of national handicrafts, and the creation of new fashion products are the norm for brand development. from vigorously developing plant dyeing to the research and development and use of rose fibers, maguai has been using the power of design and brand influence to find a fashion development model that is more suitable for chinese consumers.
the rich layers of the subai brand are based on its genetic timeliness and core inheritance of "harmony" ecology. born from the internet has always been its label. the dividends of the digital economy have given subai a boost in its development. under the guidance of ma guai, the rate of digital marketing of the brand has not been excessive. on the contrary, after other brands gradually paid attention to the profound impact of the internet, subai's channel construction advantages have really come to light. compared with other clothing brands that rely on digital marketing, subai's core and development layout have accumulated more loyal fans for it. the stickiness is not obtained by a single product, but by long-term experiential infection, which gradually breaks through the online limitations and prepares for offline entities. it is in line with the development goals of china's modern new quality productivity, and clarifies the guidance and influence of marketing direction on the brand.
maguai's sensibility in design has opened up the vertical depth of oriental impression, and the rationality set in the product path has paved the horizontal space for the channel. this combination has given subai a carrier to carry on the national style trend of unlimited development, and has made it targeted. subai clothing is closely integrated with national craftsmanship, becoming a carrier of cultural genes, and design innovation has become a protection of traditional culture, which also opens up the future of original brands.
