Through my undergraduate study and working experience, I found that vintage is a new and underdeveloped industry in China. Customers can only select or purchase via specific methods or at a small number of stores. And the goods are mainly imported from the West. Compared with abundant vintage multi-brand boutiques and markets, China’s vintage industry is still in its infancy.
The retro Chinese fad has become a hot topic in short video platforms. For example, China’s domestic vintage brands such as Warrior and Swallow are striving to restore their popularity. Many social media platforms and online celebrities also interpret Chinese retro fashion as they understand it. And the methods are not limited to retro snaps at old markets, customized retro clothing in tailor shop, customized styling in an old hair salon, etc.
Therefore, influenced by the current trend in China, I was inspired I can create soil for vintage with unique Chinese culture in China in a market pursuing pure Western style.
Project Description
Combining my research on the content of retro Chinese fad on social media, I think ancient clothes can be endowed with real and touching stories. And this narrative can be achieved by cooperation with the elderly in the community. Sorting the clothes, telling stories about the old people and clothes, popularizing Chinese clothing trends at that time, it can extend clothes from objects to mini carriers of local culture. These mini profiles can turn people keen on retro Chinese fad into potential consumers, creating a better cultural environment for spreading Chinese vintage culture.
My inspiration comes from brilliant design ideas on the packaging of Lush. Every product they sell will have a photo and name of the producer, which strengthens the connection between the product and its manual maker and emphasizes the manual attribute of the product. Vintage clothing, likewise, has a story from the previous owner, which can be about a personal experience, cultural background or local culture. And this narrative adds lustre to them.
And this narrative has been tried in different brands. Taking “The museum of broken relationships” in Shanghai as an example, stories of broken hearts are displayed by object display. Some are heart-warming, some are sad, and some are funny. In this way, the viewers can share emotions with the owner of the objects while watching the exhibition. This also makes me realize that the elderly in different regional communities are the exporters of stories. While developing ancient Chinese culture, we can cooperate closely with them. I can make sure that each piece of clothing has a unique and moving story by collecting clothes and recording their stories.