The Fashions Derived From Museums: Huge Cultural Teams

After waiting for more than two months, the beauty blogger Quan Zhi Xian finally received the "crane pajamas" of the variety show "new the Imperial Palace" before the new year.

She belongs to the "tap water" of the new the Imperial Palace program. After the first program was broadcast, Amway gave micro-blog the more than 80 thousand fans.

In the second phase, the new pajamas were designed by China Central Academy of Fine Arts student Zheng Chengyuan, inspired by the the Imperial Palace sound Pavilion and Qian Long's male Python costumes.

All Chi Xian was soon attracted by the crane's pajamas, so he decided to place the order.

Pajamas are sold through the mode of Taobao crowd raising, because they are the top one hundred customers.

Popular museums, fashion derivatives

In the month after the broadcast, the number of pajamas series known as "blessing and congratulation" has reached 17 thousand, and the total amount raised is also close to ten million.

The number of people who raise their chips is too much, and consumers who wait for the next time can only wait until later.

Crane pajamas are classified by netizens to the "end of the year robbery series". There are many other fashion products in this series, such as the Imperial Palace lipsticks, such as the "Dunhuang poetry towel" launched by the Tencent and the Dunhuang Research Institute.

Without exception, they have gained a lot of heat in social media.

Crane pyjamas, the Imperial Palace lipsticks and Dunhuang scarves belong to museum products.

Since the launch of creative products in the Imperial Palace in Beijing in 2013, more and more museums such as the national Bo, Su Bo and Hebei museums have begun to join the army of cultural creation. The creation of museums in China also witnessed unprecedented development in 2017.

At the end of 2018, fashion products such as pajamas, make-up and scarves were "exploded" in China.

Many people find that the products around the museum are not only creative, but also very fashionable.

The "Dunhuang poetry towel" was produced by the user through the WeChat applet DIY. In the first day of December 27, 2018, more than 60 thousand netizens DIY works were produced. As of January 23, 2019, 2 million 800 thousand users participated.

They were interested in micro-blog's and DIY's design of their own DIY.

Micro-blog and Xiao Hong also have a big wave of the Imperial Palace pajamas and the Imperial Palace lipstick. The beauty makeup blogger, the tearful Makeup Box video produced by the smart party sister, continues to dominate the B station and receives nearly millions of playback. The video of the fashion lipstick "flying boy Joey" has been pferred to the station more than 60 thousand times in a few days.

Quan Zhi Xian bought both the Imperial Palace pajamas and the cranes made by the Imperial Palace Taobao, and bought a set of "floating crane, Crane" series including lipstick, blush, Gao Guang and eye shadow.

The Imperial Palace Taobao "floating sky sea - Crane" make-up series pictures source: the Imperial Palace Taobao

Her job is a host of Yangzhou TV. Because she likes traditional culture, she has become one of her favorite programs, such as "new the Imperial Palace" and "national treasure".

Before buying pajamas, she used to buy tapes and other creative products from the Imperial Palace Taobao. "I like traditional elements very much.

The red walls, cornices and window windows of the buildings, the cranes and auspicious clouds in costume are all very beautiful.

From micro-blog and Xiao Hong, the netizens can see that many people who buy the Imperial Palace pajamas and the Imperial Palace make-up have similar mental experiences with the whole Chi Chi: they are mostly young women, like Chinese traditional culture, and are willing to buy the Imperial Palace products in the form of cultural products.

They are always the first ones to buy fashion products.

In her opinion, the most important thing in fashion literature creation is to have a high face value.

"The best seller in the Imperial Palace is pajamas. Actually, it's not the most creative, it's mainly the color."

Decided to start the whole set of cranes series make-up, but also because the shell is beautiful, even if the object has not been opened up for a month, but she will be satisfied if she buys her hand.

However, the appearance is not good enough to let her pay.

Some products are always bought and used. If this type of practical product adds some special elements, it will make people want to buy more.

The Tencent director of the Dunhuang silk scarf project introduces the fashion of the interface. The choice of products category determines whether it will be recognized by the public. The demand for scarves is higher and the acceptance of users is higher.

More specifically, in the about 2000000 Dunhuang scarf DIY participants, the number of male users exceeded the number of female users, reaching 53.6%. They are likely to be those male users who decide to give their girlfriend or wife a gift in the new year.

In addition, the relatively reasonable pricing is the reason many people are willing to buy.

The DIY Dunhuang silk scarf produced by Tencent is priced at 199 yuan for each piece. Many netizens in micro-blog and bean drying sheets express similar ideas: 199 yuan, they can not afford to lose, they can not afford to be cheated. Compared with the thousands of scarves of Hermes, the price of Dunhuang scarves is quite consciences, not to mention Dunhuang culture has great value addition.

"Silk scarves can be expensive if they are to be done, such as the silk scarves of Hermes," the Tencent director of Creative Arts said to the fashion of the interface. "But considering that the general public can accept it, we have made corresponding plans in terms of price, and the pricing is relatively close to the people."

Besides scarves, the price of fashion products will not be particularly high.

The the Imperial Palace crane series make-up has a total of 6 products, priced at 600 yuan.

The price of non silk silk of the Imperial Palace crane is 399 yuan, and the price of silk is 1499 yuan. Many people feel that the price is high, but many people think it is worth the price.

The high degree of discussion on social media is the reason why some "passersby" choose to buy.

Like all smart immortals, Xing Lu is also the first group of consumers to receive the Imperial Palace pajamas.

She did not watch "new the Imperial Palace". She usually didn't pay much attention to the museum. It was found on the micro-blog hot list that the product was extremely hot.

"Look at its hot search, and the trusted IP of the Imperial Palace. Don't worry about being deceived, you can buy it."

In the view of star Lu, the marketing of fashion and creative products is quite sufficient, but it can be stronger. "China's cultural output has not been as strong as other countries. In recent years, it has finally come to light.

Now is also a good time for heaven, earth, and people. When we do not increase publicity, we will wait for more time. After all, wine is also afraid of deep alley.

Overseas, British Museum, New York Metropolitan Museum of Art (hereinafter referred to as MET), New York Modern Museum (hereinafter referred to as MoMA) and so on have many years of experience in developing art derivatives, and also pioneers in the use of Museum Art and cultural resources to fashion clothing and accessories.

From their precedents, Quan Zhi feels that the museum's bones are fashionable.

Wen Yuan Hua is the exclusive authorization and operator of the British Museum, Metropolitan Museum of Art, the British Vitoria and the Albert Museum (V&A Museum) and other cultural arts IP in China. Through the exclusive purchase and further development of IP, the art and cultural resources of the contracted museum are operated exclusively.

In the view of pin Yuan Wen Hua, museums with rich cultural and artistic resources have natural advantages in developing fashion products.

"Museum collections are excellent things from past and present, recording the culture and fashion of that year," explains Yue Wei, director of business operation and IP development of Yue Yuan, explaining fashion fashion. "Fashion is a reincarnation, and the popular fashion is often the two design of classic elements decades ago."

In the fashion industry, many designer designers will design inspiration from the history and culture of hundreds of years ago.

In 2018, the "Sacred Body", which broke the record of the MET exhibition, was displayed by the famous designers of John Galliano, Riccardo Tisci, Raf Simons, Christian Lacroix and so on.

The theme of Met Gala in New York in 2019 is "Camp: Notes on Fashion", which is derived from the Note on Camp written by American writer Susan Sontag in 1964. "Gala"

"Camp", commonly known as Camp style, means "presenting in a grandiose way". Gorgeous, illusory and extravagant are the embodiment of Camp's style.

Camp's wind can be traced back to the age of French Louis Xiv, which has appeared in various periods of western fashion history. Nowadays, Camp's style has been modernized in the style of that year.

Jean Paul Gaulter, Thom Browne, Jeremy Scott and other designers have Camp wind works, Alessandro Michele era Gucci also has a strong Camp wind color.

Alessandro Michele era Gucci Camp wind source: Hollywood Reporter

British Museum and Metropolitan Museum of Art have rich resources of art and culture, and of course there are many collections related to Camp's history.

"Museums collect hundreds of years ago popular elements, we can dig out the collection itself in the year's fashion."

Yue Wei says to interface fashion.

Now, British Museum, V&A Museum and Boston Museum of art, which have been co operated by Wen Yuan Wen, have launched cultural and creative products in the second half of 2018.

Entering the next stage of the development of IP in 2019, these museums will also begin to introduce fashion products such as precious metal jewelry and handbags.

In all the products of Wenyuan's products, fashion products are late but they are growing very well, and now they account for half of all sales.

From the perspective of IP operators, Yue Wei thinks that the products such as clothing and handbags are not limited to the category of Museum products, but can be used as fashion products of artistic value to compete in the fashion market.

Yue Wei introduces the fashion of the interface. In the future, Wen Yuan will make the museum surrounding a fashion life commodity instead of a literary creation product. "Shi Shangwen creation is the main direction of the future."

A vast cultural station

In other words, the fashion of cultural and creative products is not only the future of the creative industry, but also the future trend of the fashion industry.

When You are what you wear becomes the motto of many young people, clothing, jewelry and handbags have gradually become the externalization of lifestyle.

For those who love art or are keen on Chinese traditional culture, they can clearly and effortlessly express their attitude towards life by wearing clothes with artistic value or national elements.

Many clothing and beauty companies have realized this, so they began to work together with the museum IP.

Menswear brand mark Hua Fei has launched a series of "fantasy tours" series with British Museum. Lok Wei expresses the fashion of the interface. The brand hopes to reach new and artistic consumer groups through the museum IP, and at the same time hopes to cooperate with authorized customers to buy the old customers.

Mark Ed Faye British Museum cooperation series source: hereinuk

MAOGEPING, the US cosmetic brand, has also recently launched the spirit Oriental series with the Imperial Palace. This set of the Imperial Palace's authorized make-up draws inspiration from traditional utensils, clothing and jewelry, and the design of honey powder, eye shadow and blush products from the shell to the make-up plate is very "the Imperial Palace".

Judging from the commodity evaluation, many consumers haven't bought Mao Geping's make-up before, because they like the first purchase of the Imperial Palace IP and Guofeng design, and those consumers who were originally Mao Geping fans are also very happy to buy the special products launched by the brand.

Although the museum is rich in art and cultural resources and has great creative space, it is not easy to extract the appropriate elements from the massive collection and carry out the two design, so that the consumers can accept it.

Taking Dunhuang silk scarves as an example, in order to excavate the mural elements that are representative of Dunhuang culture and the applicability of scarf design, the Tencent project team began to frequent research in Dunhuang since the beginning of 2018. After the initial screening, the Tencent set up a huge classification database, and finally extracted 8 major themes, including three rabbits, nine deer, rosefinch, Phoenix bird, rebounding pipa, lion, canopy and crane, and more than 200 murals.

Song Shuang is the project leader responsible for the overall cooperation between the Tencent and the Dunhuang Research Institute. Since the end of 2017, the two sides have been building strategic cooperation, and she has been leading different teams to Dunhuang for research and inspection every month, ranging from one week to half a month.

Throughout the whole year, song Shuang was spent in Dunhuang for almost half a year.

In addition to the DIY scarf, Tencent's creative team and Rococo Lo's designer team launched two designer scarves. After visiting Dunhuang, they learned nine symbols of Dunhuang deer, flying Apsaras and Silk Road, and the subsequent production services were provided by the Suzhou art Tang silk brand.

Song Shuang said to the interface fashion that the back-end industry chain such as production, sale, logistics and after-sale is also the key guarantee for the successful incubation of cultural products. Only when we do well the back-end service, can we maximize the design creativity of fashion products.

Especially for skincare products, make-up and other pboundary products, high quality is not enough. Consumers also have requirements for product quality.

The the Imperial Palace Taobao cranes series of make-up purchased by Quan Zhi Xian two months ago has been disconnected from the whole line, less than a month away from the shelves, and "just got the hand out of print". The make-up has also become the most controversial literary creation product in the Imperial Palace history.

The Imperial Palace Taobao said in official micro-blog that the original series make-up still has much room for improvement from appearance to internal quality. Therefore, it is decided that the whole line will be shut down and continuously improved, and the pre-sale orders will be shipped one after another in spring.

Quan Zhi Xian is very satisfied with the appearance of Taobao Taobao make-up, but it hasn't been opened yet, and I don't know what the quality of the product is.

In fact, micro-blog, B station and Xiaohong book have been evaluated many times. Bloggers have different opinions on this series. Most of the negative evaluations come from the product itself.

Many consumers say that the eye shadow of Taobao the Imperial Palace make-up is not delicate, and it is difficult to dye it.

In addition, the color of blush is not high, and the color of dot green eye shadow is not enough.

The Imperial Palace Taobao produced a lot of negative comments on the exquisite five color ink lipstick, many people reflected that the overall packaging was too "plastic" and some cheap.

There are two colors in the five color lipstick, compared with the daily beans and lotus coloured and crimson lipstick, the other three are lip balm, golden gold and blue.

The fashion blogger Fei Zi Joey painted the blue lipstick in the evaluation video. He said to the camera, "is this color okay?

I will never take it out. "

According to public information, Taobao the Imperial Palace color make-up Lipstick by CO biochemical technology (Kunshan) Co., Ltd. (hereinafter referred to as co Biochemistry) foundry, blush, eye shadow products OEM company is Shanghai Europe Cosmetics Co., Ltd. (hereinafter referred to as Shanghai Europe run).

Co biochemistry is also the foundry of L'OCCITANE skin care products. Other partners of Shanghai orun include domestic make-up Mary de Jia and Mei Kang powder.

Shanghai Europe run in Pear video interview said that "stop production" is not product quality is not pass, but the Imperial Palace put forward new requirements and new considerations.

The lipstick produced by the Imperial Palace's cultural and creative hall, which once came out with the Taobao lipstick from the Imperial Palace, was launched by the Imperial Palace and Hua Xi's bio brand Brennan Yan. This $199 lipstick is still on sale, but it also encountered some doubts.

Some consumers said in the little red book that the design of the the Imperial Palace lipstick was not innovative enough, and the appearance and paste of Tom Ford lipstick on the Imperial Palace tape were no different. "Since someone put the lipstick of the Tom Ford on the tape of the Imperial Palace, it has not jumped the train of thought."

When star Lu received the the Imperial Palace crane's pajamas, his enthusiasm was also cooled.

If she does not look at the added value of culture, she thinks that the material of the crane's pajamas is not worth 399 yuan. It is only because of the addition of the Imperial Palace IP that it makes her feel that she is not that bad.

"The Imperial Palace's fashion creation is afraid of poor quality. If that's the case, it can only be done as a hammer, and it can be coaxed into one, for example, I will regained my senses now."

Xing Lu said to the interface fashion.

Nevertheless, the Imperial Palace fans like Quan Zhi Xian said they would continue to support Museum creation.

After many netizens and bloggers expressed disappointment with Taobao lipstick in the Imperial Palace, @Bee blogger, the fashion blogger, sent his own assessment to micro-blog.

"I don't think there's much to be taunting about. We are also deeply responsible for love.

Look forward to a better product next time. "