Wanda X Lining Unlock Cross-Border New Ways In The Name Of Culture

McDonald's cross-border fashion, old mama cross dress, cross border beauty of the Imperial Palace...... Over the past two years, cross-border trend is common in the brand sector. Under this trend, all walks of life have been playing a cross-border role.

In December 10th, Wanda Group official Xuan, Wanda and Lining cooperation customized national tide goods, will be in December 15th in Lining Wanda Plaza Shop first. This is not the first cross-border fashion circle of Wanda. As early as September this year, Wanda jointly launched a limited wave shoe with Anta and was widely concerned by consumers.

From the public products, the Wanda and Lining cooperation, mainly clothing, including victory robe, sports sweater, professional running clothes. The design inspiration of the product comes from ancient costumes. People call it the victory robe. They are used for traveling, hunting and marching, that is, the ancient version of sportswear, and the clothes are set in the ancient style: the lack of buttons, the lower legs, the fork forks, the Chinese style collar and the sleeves. At the same time, special jacquard cloth and modern technology fabrics are used to prevent splashing, ventilation and stuffiness.

The sports sweater and professional running suit are designed as adjustable hat and mouth drawstring, matching with rib ribs, and hollow structure high quality air layer material, so that the tide clothes can be comfortably locked and light and smart.

"Condense the essence of Chinese traditional culture, let oriental aesthetics blend with the modern trend, and rebuild the new fashion with the spirit of the national tide." Wanda is the concept of cross-border. And the modern way of interpreting traditional culture is also reflected in the limited tidal shoes jointly launched by Wanda and Anta in September. This shoe draws on the concept of "Yin and Yang" in Chinese culture, and draws inspiration from the design of ink and wash painting. It combines Chinese elements with Wanda Anta. The main color of shoes is close to the "ivory white" of Xuan paper.

The left foot is a bright red "ten thousand". The font is taken from Wu Changshuo's seal cutting the long wind and breaking waves. It symbolizes the spirit of bravery and courage. The right foot is a quiet, restrained blue "Da". The font is taken from the eight words of Yi bessu's calligraphy, "everything goes well, peace of mind, and elegance of articles and elegance". It symbolizes the peace of mind and the way of doing things without arrogance and rashness.

The traditional culture itself is a big "IP". The commercial brand and its cross border joint name can not only enhance the consumers' recognition through the special feelings of traditional culture, but also better spread and promote traditional culture with commercial products. Wanda integrates traditional culture into fashion and fashion elements, not only by using traditional culture to make products premium, but also catching the consumption psychology of young consumer groups with "national tide" and fashion, and quickly opening the consumption entrance.