"Private Customization" Of New Year'S Clothing Is Popular. Old Tailor Shop Welcome Machine

"Xiangyun gauze fabric and Xiangyun embroidery make tailored clothes beautiful." Zhao Luoxiao, 27, tried on the "New Year's Battle Robe" customized a month ago at a new Chinese style clothing customization store in Honggutan District, Nanchang City, Jiangxi Province.

Wearing new clothes during the Spring Festival symbolizes a new beginning. On the eve of the Spring Festival, the "private customization" of New Year clothes became popular. The unique and personalized clothes were sought after and loved by young people, and the old tailors also welcomed new opportunities.

"Da Da Da......" is different from the ordinary clothing store. The sound of sewing machines keeps coming from the new Chinese style clothing custom store. Zhao Luoxiao is a regular customer of the shop. In her memory, she often accompanied her mother to the tailor shop to make clothes when she was young. With the continuous emergence of ready to wear brands, these tailor shops basically "disappeared".

Zhao Luoxiao is thin and small. She said that a dress that fits well and is designed according to her own preferences can not only show her taste and personality, but also make her more confident.

In mid January, Mao Yijun, the owner of a new Chinese clothing custom shop in Honggutan District, Nanchang City, Jiangxi Province, was sorting out the "New Year's War Robes" customized by customers. Photographed by Zhu Ying

In the opinion of Mao Yijun, the owner of the store, private customization is often expensive and takes a long time, but it can still attract many young people. "In the first two months of the Spring Festival, the number of orders in the store increased by 50%, most of which are customized 'New Year's Battle Gown' or engagement clothes."

On the social platform Xiaohongshu, the netizen "Kun Nanchang" shared his old tailor shop "looking for treasure" in the alley, attracting nearly 100 netizens to "ask for an address"; On the social platform, the topic of "customized clothes" was played more than 39.1 million times. Among them, Nanchang, Suzhou and Shanghai attract many tourists to customize cheongsam to feel the charm of Jiangnan.

Xiong Shenglian, who has been a tailor for more than 30 years, said that in recent years, there have been more people choosing fabrics in the fabric market and tailor shops, many of whom are young people. The most popular ones are new Chinese clothes, cheongsam, two-dimensional clothes, silk skirts, etc.

In mid January, in an old tailor's shop in Qingshanhu District, Nanchang City, Jiangxi Province, tailor Xiong Shenglian introduced her clothes. Photographed by Zhu Ying

Some tailor shops are both custom clothing shops and live online shops. Customers can select fabrics and styles through online anchors, provide sizes, and then place orders to customize clothes. "Young people have their own taste for clothes, especially many of the second dimension clothes are hard to buy. We can make them with pictures. On the eve of the Spring Festival, there was a wave of customization craze." Xiong said.

In the opinion of Jin Yuanpu, director of the Institute of Cultural and Creative Industries of Renmin University of China, some young people return to the tailor shop to work carefully and tailor clothes according to their own needs, and take clothing as an important way to express themselves and realize emotional values. Compared with the older generation who "pulled the fabric" to make clothes in tailors' shops and stars' high-end customized dresses, the current "private customization" consumption is more group oriented and youth oriented, reflecting the upgrading of social aesthetics, as well as the cultural self-confidence demonstrated by the popularity of the national trend.

Jin Yuanpu believes that in order to become an "intangible cultural heritage factory with creative design", the tailor shop needs to inherit the exquisite handicraft skills in traditional culture on the one hand, and also needs to have the ability of conservative and innovative creative design and do a good job in market-oriented operation on the other hand.

(Source: China News Network)