Chapter 121 What is Chinese clothing?
September and October are particularly important for fashion magazines, often referred to as "Golden September and Silver October." This is because the four major fashion weeks are held in March and September, so all brand recruitment and advertising efforts are concentrated in these two months.
In order to attract the favor of "big spenders", major fashion brands will also use all kinds of tricks in these two months, including various special features, special plans and highly anticipated covers.
The selection of cover models, the brands featured on the cover, and the brands that will pay for the cover... these are all things that editors-in-chief need to carefully consider, and they will also become the focus of heated discussions on social media platforms.
This year's September issue is no exception. Since July, fans have been debating and scrutinizing the cover models and potential shooting themes of various fashion magazines. However, the news from "Fashion," one of China's top five fashion magazines, seems less optimistic.
A fashion blogger with millions of followers, known for his accurate insider tips, posted a seemingly objective but actually information-rich post on Weibo:
[This September's cover for *Fashion* magazine is all about He Yan. Her popularity and the depth of her work are undeniable; she's definitely a top-tier actress. Plus, they're saying the magazine will feature her wedding dress customization process, which is going to be very interesting. But... (gossip!) There's a little tidbit: the high-end luxury brand she's been endorsing, as far as I know, hasn't paid for this cover shoot! And another jewelry brand she endorses doesn't seem to be significantly increasing its budget for it either. This is quite interesting, considering they used to love buying He Yan's covers.]
Is *Fashion* magazine planning to rely solely on its content this time? Or... is there more to the story?
This Weibo post was like a bombshell, instantly igniting a heated discussion.
The fans immediately went wild:
He Yan's fans (Yan Fireflies): 【We're taking our Yan-jie home! With her achievements on display, she can laugh at these mad dogs! Fashion Magazine chose Yan-jie because of her influence and performance!】
Rival fan: [Heh, as expected, a fake A-lister. Their commercial value has been seen through, hasn't it? They couldn't even get a sponsor for the September issue cover. Are they about to terminate their contracts with brands? Hilarious!]
Fashion fans:
[Is Fashion Magazine going to be at the bottom of the rankings this year?]
[This move by *Fashion* magazine is a bit risky. Without strong brand support in the September issue, and with a poorly designed number of advertising pages, the editor-in-chief will be under a lot of pressure.]
He Yan is a top-tier actress, and any topic that is associated with her will quickly become a hot topic.
After two days of arguments between fans and bystanders, another fashion blogger has revealed the following:
Choosing He Yan was fine; her fans are very capable of driving sales. The main reason the brand didn't buy it this time was Liu Yu. Apparently, he insisted on using clothes from an obscure domestic workshop for the cover, which is why the brand He Yan represents didn't buy it. Who wants to be ripped off?
As soon as this revelation came out, He Yan's fans, who had initially sided with *Fashion* magazine, immediately displayed a split personality. On one hand, they controlled the comments section outside, expressing their belief in their idol's choice; on the other hand, they turned their guns on *Fashion* magazine's Weibo account, frantically gathering to condemn Liu Yu.
[Liu Yu, are you alright?!]
【Our sister trusted you, entrusted you with the September issue cover, and even chose your magazine to expose her wedding dress customization process, and this is how you betrayed her?!】
[Using clothes from domestic workshops? What kind of shady workshops deserve to be on the cover of a prime-time September issue? Our sister is a top-tier A-list celebrity! She's not a guinea pig for you to use to promote your cronies!]
No wonder brands aren't buying it! I wouldn't buy it either! Who wants their spokesperson to be on a magazine cover wearing some unknown "haute couture"? It's beneath them!
[Liu Yu, get out here and give us an explanation! Did you take bribes from that lousy workshop?]
Boycott Fashion Magazine's September issue! Unless they change those awful clothes!
Fans' anger is understandable. Fashion and celebrities are interdependent, and the resources celebrities have in the fashion world indirectly enhance their status. That's why many bloggers specialize in listing which celebrities have worn how many haute couture pieces. Not only that, but who wore unreleased items or out-of-season pieces can also become topics of contention among fans.
On such a crucial stage as September 2019, having Heyeon wear clothes from an unknown workshop would undoubtedly lower her status in the eyes of fans and the industry, and might even affect her future resources in the fashion world.
They felt that Liu Yu was pursuing his so-called artistic goals, completely disregarding He Yan's status in the entertainment industry and her commercial interests.
Fan clubs began organizing online comment control and boycott campaigns, and the hashtags #LiuYuApologizesToHeYan# and #FashionGetOutOfJinSeptember# quickly trended on Weibo. Amidst this massive wave of trending topics, HeYan's rivals and Fashion magazine's competitors were overjoyed, each even hiring marketing accounts to intensify the mockery.
Therefore, under these circumstances, the blogger who initially broke the news added another piece of fatal news for the fans:
[Adding a detail: I just inquired with an insider about that so-called "domestic custom workshop"... and I was even more speechless. It's not a legitimate designer studio or haute couture workshop at all. Nobody had ever heard of them before. You might not believe it because it's just too unbelievable—that workshop is essentially a Hanfu experience center located inside a scenic area... (laughing and crying) (laughing and crying)]
Isn't this hilarious? Did Liu Yu cast a spell on He Yan? Or did that scenic spot cast a spell on both Liu Yu and He Yan?
To be honest, when this blogger first heard the scoop, he wondered if he'd misheard. Did Liu Yu take He Yan and the entire editorial team from *Fashion* magazine to a scenic spot to shoot the September issue cover?!
What kind of magical realism masterpiece is this?
He couldn't wait to see what would happen next, and even thoughtfully added a photo of the Qinghe Textile Factory's entrance, making it immediately clear to anyone where it was. As a result, a whole new wave of random trending topics immediately followed: #LiuYuGoesCrazy# #FashionMagazineGoldenSeptember# #HanfuOnMagazineCoverAtScenicSpot#.
Whether Liu Yu is crazy or not is unknown, but He Yan's fans have gone completely crazy.
If there was still a glimmer of hope that the domestic workshops were "perhaps some reclusive master", then the label "Hanfu Experience Hall in Scenic Area" directly defines this matter as a complete joke!
This time, even many passersby came to watch:
[Hahahaha! A Hanfu shop in a tourist area? Am I seeing things? The kind where you rent a Hanfu for an hour for 9.9 yuan and get your hair styled for free?]
[Help! Liu Yu has really gone mad! He Yan is in a terrible situation! How is she supposed to survive in the fashion industry now? Her rivals' fans are laughing all the way to the bank!]
Is "Fashion" magazine completely giving up? Will it switch to producing "Ancient Town Travel Guides" from now on?
[I now seriously suspect that Liu Yu has shares in Qinghe Ancient Town, hahaha.]
[Got it, this year's September issue of Fashion Magazine's theme is: 'The Miracle of the Lower-Tier Market'?]
[He Yan's fans, stop cursing Liu Yu! Quickly advise your idol to run away; whoever shoots this cover is doomed.]
Mockery, ridicule, and gloating drowned out all rational discussion.
No one cares anymore whether the clothes themselves are good-looking or how well they are made. The label of "Hanfu shop in a scenic area" is enough to destroy all credibility.
Many people are also laughing at Qinghe Ancient Town, saying they should just stick to being a tourist attraction and not try this kind of marketing. They've shot themselves in the foot; it's a losing proposition. What's a tourist attraction doing getting involved in the fashion world?
Occasionally, a few people weakly mention in the comments section that Qinghe Weaving is not a Hanfu shop in a scenic area, but their voices are too low to be heard anymore.
To everyone else, Liu Yu's decision was not just risky, but a suicidal act of folly. The anniversary issue of "Fashion Magazine," Liu Yu's career, and even He Yan's fashion resources all seemed to be shrouded in a thick, indelible shadow because of this one decision.
However, in the office of "Fashion" magazine, Liu Yu remained calm and composed, seemingly unaffected by public opinion.
He is on the phone with He Yan.
On the other end of the phone, He Yan sounded quite relaxed, even with a hint of amusement: "Hey Editor-in-Chief Liu, we're being vilified everywhere, yet you're just sitting back and doing nothing?"
Liu Yu leaned back in his comfortable office chair, his fingertips tapping leisurely on the desk, his tone equally relaxed: "Otherwise what? Jump out and argue with them now? Say that we didn't go to an ordinary Hanfu store, but a fairy workshop hiding masters of kesi and cujin embroidery? Who would believe that? The more we explain, the worse it gets. It's better to wait for the magazine to come out and let the facts speak for themselves."
He paused, his tone filled with absolute confidence: "Heyan, don't worry, I've seen the first version of that film, it's absolutely worth it! The effect is so stunning that it gives me goosebumps."
On the day the company goes public, those who criticize it the most will be slapped in the face the hardest on the day of its listing.
He Yan chuckled on the other end of the phone, "Of course I'm at ease. I've tried on all the clothes, so I know how they're. Otherwise, would I have agreed to shoot this? I'm not stupid." She then changed the subject, her tone becoming slightly more serious, "However, my management team is under a lot of pressure. They're being bombarded with criticism from fans to the point of almost becoming withdrawn. You see, could you release a couple of detailed photos or a trailer beforehand? To stabilize the situation a bit, and to prevent public opinion from becoming too one-sided, which would be exhausting if it backfired later."
Liu Yu pondered for a moment, then looked at the calendar on his desk: "Alright, it's only a few days until the original release date anyway. Let's release a preview during the peak traffic period tonight."
He sat up straight, a sharp glint in his eyes: "Then wait a few more days. We'll launch another comprehensive, explosive pre-launch campaign. Trust me, this time, *Fashion* and your name will show them what true Chinese sophistication is in the most high-profile and stunning way!"
At that time, all doubts will become a prelude, and all ridicule will turn into resounding slaps.
"Okay, then it's good that you have a plan. I'll try my best to keep things stable on my side." He Yan readily agreed, listening to Liu Yu's confident plan. She knew Liu Yu; he wasn't one to make empty promises, especially when it came to professional matters.
He Yan: "Then I'll be waiting for your comeback."
Just as Liu Yu hung up He Yan's call, his phone rang again; it was Lu Xiaoqi.
“Editor-in-Chief Liu,” Lu Xiaoqi said with concern, “I saw those posts online… Are you alright? Is there anything we can do? Like, perhaps have our official Weibo account issue a statement explaining that our workshop isn’t just an ordinary Hanfu experience store?”
Although she was not as familiar with the rules of the fashion industry as Liu Yu, she knew the power of public opinion and was worried that the ancient town would implicate "Fashion Magazine" and Liu Yu.
Liu Yu laughed upon hearing this, his tone even more relaxed than before: "President Lu, thank you for your concern. But really, there's no need. This situation is exactly what I expected, and you could even say it's what I hoped for."
"Huh?" Lu Xiaoqi was stunned.
"The greater the controversy, the higher the attention. The harsher they criticize us now, the lower their expectations will be, and the greater the contrast and shock will be when we finally unveil our work," Liu Yu explained, like a shrewd hunter. "This is called 'building up a reputation by first criticizing.' All the mockery right now is giving us free publicity, saving me a lot of money on advertising."
He's a veteran in the fashion industry, and he only knows one truth: true beauty and true sophistication cannot be concealed.
The more intense the negative publicity, the stronger the backlash will be.
He made a pact with Lu Xiaoqi about a pre-launch counterattack, instructing them to coordinate their response. Finally, with unwavering certainty, he said, "Don't worry, Ms. Lu. Once the magazine is released, I guarantee that the doorstep of your Qinghe Textile Factory will be thronged with people seeking cooperation!"
Hearing Liu Yu's confident answer, Lu Xiaoqi was no longer worried: "Okay, then we'll wait for good news. Just ask if you need our cooperation."
After hanging up the phone, Lu Xiaoqi finally felt relieved.
She wasn't worried about her things being criticized, since any normal person knows what's good. She was afraid Liu Yu and He Yan wouldn't be able to handle it, so she offered a few words of comfort. Of course, Lu Xiaoqi still grimaced when she saw those "Hanfu rental shops for 9.9 yuan" on her phone, and went online to fight those people for eight hundred rounds.
Since Liu Yu had agreed to He Yan's request, he acted very quickly.
That evening, both the official account of "Fashion" magazine and his personal account posted a picture.
The photo published by "Fashion" is a picture of He Yan from behind, with a composition that is extremely poetic and dynamic.
The first rays of morning sunlight pierced through the carved windows of the ancient corridor like sharp swords, cutting beams of light and shadow and dust into the air. He Yan stood precisely on the dividing line between light and shadow, half of her body bathed in warm golden light, while the other half was hidden in deep, tranquil shadow.
She wore a layered nude-colored fairy dress, draped with an extremely light, pale honey-colored single-layer gauze cape. The gauze was as thin as a cicada's wing and as transparent as mist, almost melting into the air in the backlight, with only the sunlight outlining the elegant curves of her shoulders, neck, and back.
But the true soul lies in the dazzling gold embroidery on the cloak.
The sunlight shone precisely on the densely coiled gold thread patterns—sometimes resembling a phoenix about to take flight, sometimes a complex web of honeysuckle vines. In the bright light, the pure gold threads refracted an incomparably dazzling, almost scorching, brilliant golden light. Each coiled curve was three-dimensional and full, like a pure gold relief, extremely magnificent, and brimming with boundless vitality.
The embroidery in the shadows presents a restrained, profound, matte texture like antique gold, with delicate patterns appearing and disappearing in the shadows, mysterious and noble.
The photographer deliberately made the contrast of textures particularly strong. So in this photo, light and shadow, brightness and darkness, light and thin gauze and heavy and dazzling gold, as well as Hera's profile, which is half bright and half hazy, immersed in the atmosphere... all these contrasts together create a picture full of dramatic tension and strong visual impact.
It transcends a simple clothing display; it's more like a classical painting full of stories, instantly capturing everyone's attention.
The accompanying text in *Fashion* magazine was simply: "[Light and Shadow: Rediscovering the Lost Art of Gold Embroidery]"
Liu Yu didn't post this one; instead, he posted a close-up of He Yan turning her head. Her clean face appeared serene and distant against the white background, exuding a Zen-like quality and a sense of power, quite different from her usual charming demeanor.
What's most noticeable is the hairpin she's wearing.
The lights come from the side and above, like a stage spotlight—
Light flows through the upturned eaves, transparent window frames, and winding corridors woven from filigree gold and silver wires, refracting into delicate and lively light on the extremely fine metal wires, fully demonstrating the ultimate in exquisite craftsmanship and fragility.
The light fell on the tiny gemstones set in them, the emeralds mimicking glazed tiles exuding a rich, deep green hue under the light; the ruby-studded columns were vibrant and lustrous; and the pearls and crystals adorned the area with a soft, warm glow.
The light finally lingered on He Yan's slightly downturned eyes, calm, weathered, and composed, as if telling a story.
Her demeanor and the hairpin complement each other, bringing the whole scene to life and making it feel alive, as if this miniature fairy pavilion were not an inanimate object, but a living thing.
Liu Yu's caption was much more interesting, full of his own personal style:
Is this hairpin low-class? The traditional Chinese filigree technique is so rare that no more than one person can still make it today.
It's clear that although Editor-in-Chief Liu looks relaxed, he's actually holding back a lot of anger inside.
Lu Xiaoqi immediately gave him a thumbs up, and then waited to see the excitement that was about to unfold.
Just as Liu Yu had predicted, once these two pictures were released, the public opinion field, which was originally filled with ridicule and doubt, seemed to be muted, and instantly fell into an eerie silence.
The first to breathe a sigh of relief were fashion fans and casual observers:
[It's beautiful! It could easily be in my top 10 best magazines of the year. I knew *Fashion* magazine wouldn't stoop to this level.]
Although Liu Yu can be a bit arrogant at times, he still has a good sense of aesthetics.
[Hermione's photos are amazing! Definitely one of her top three best photoshoots since her debut. I didn't expect her to suit this style so well. Very nice, classic and elegant, with a touch of grand floral style.]
[Wow, this is the rumored 'Hanfu shop in a scenic area'? This rumor is just too bizarre! What kind of Hanfu shop in a scenic area would have something like this?! And the dress He Yan is wearing is clearly a new haute couture design from E brand.]
[Could the Hanfu they're talking about at the scenic spot be this embroidered cape? Where does it come from? It's from Qinghe Weaving Bureau! This cape is absolutely gorgeous! And this hairpin, could it also be from the same place?]
However, Liu Yu really dared to use a high-end luxury brand to complement it.
【They really do match perfectly, and what's wrong with it? If this cape truly features the lost art of gold-embroidered patterns, it's absolutely museum-worthy. Even for E-brand to wear it is an insult to E-brand's standards, okay?】
That's true.
[Has no one praised this hairpin? It's amazing! It's museum-quality. Liu Yu's taste is truly impeccable; where did he find such fine pieces?]
[Hilarious! Those fans must be kicking themselves. They actually mistook a place that could produce such high-quality items for a cheap tourist spot renting Hanfu for 9.9 yuan. Hahahaha, anyone with a brain knows that's impossible! Liu Yu isn't crazy!]
Several other fashion magazines, whose counterparts had previously been so eager to mock them, immediately fell silent, only able to express their shock in private group chats:
[F**K! He pulled it off again. The craftsmanship, the creativity—it's impossible to criticize.]
[Quick! Find out who this Qinghe Textile Commissioner is! Immediately! Right now!]
In one of He Yan's fan groups, the initial heated discussion suddenly quieted down.
A young fan's timid comment:
[Um, it seems like the filming turned out pretty good.]
[So beautiful, my sister is absolutely gorgeous!]
[I've never seen a woman like this before, sob sob! She seems to have truly entered another stage of life, and is now even more powerful. These photos are so beautiful, I definitely need to buy them and keep them.]
At this point, a younger fan chimed in and asked the most prominent fan: "So, should we still go and comment on *Fashion* magazine and Liu Yu's Weibo posts?"
The big fan who had been stirring up emotions finally spoke up after a while: 【Are you stupid! Of course you should rush to control the comments!】
How to control public opinion?
Of course, the comments were praising He Yan's amazing photos and fighting back against fans of other groups who had previously mocked her. As a result, the comment section, which had been seriously discussing fashion and clothing, immediately became inaccessible again, filled with copied and pasted posts from fans.
Lu Xiaoqi clicked her tongue and closed Weibo.
The comment section after the comments were controlled is unreadable; it's completely meaningless.
She summoned Liu Chan and, according to the plan agreed upon with "Fashion" magazine beforehand, launched a media campaign.
So, amidst the clamor of arguments and comment control from various groups, several newly registered but clearly verified blue V accounts quietly appeared in the comment sections of Fashion Magazine and Liu Yu's Weibo posts, and quickly published their own official blog posts.
@Qinghe Ancient Town Scenic Area:
A thousand-year dream unfolds today.
It is an honor that the anniversary issue of Fashion Magazine was filmed in Qinghe Ancient Town, and an even greater honor that the works of Qinghe Weaving and Qinghe Gold Shop, intangible cultural heritage studios under the town, were favored by Editor-in-Chief Liu Yu and Ms. He Yan.
The gold-embroidered gauze cape worn by Ms. He Yan in the picture is from the "Qinghe Textile Bureau". It uses the nearly lost Tang Dynasty gold-embroidery technique, which uses pure gold thread to wrap and embroider, in order to present such a three-dimensional and dazzling brilliance.
The filigree and gem-encrusted gold hairpin she wore in her hair was made by "Qinghe Gold Shop". It uses the filigree technique that originated from the palace, which draws gold and silver into threads as fine as hair, and then hand-weaves and inlays gemstones to create this stunning beauty in a small space.
These are not cold cultural relics, but rather skills flowing in the blood of Chinese civilization, which are being passed down and reborn in Qinghe Ancient Town.
Welcome to follow @QingheWeaving and @QingheGoldShop to witness more contemporary beauty in traditional crafts.
@Qinghe Textile Bureau:
What is traditional Chinese clothing?
The beauty of traditional Chinese clothing lies in its exquisite craftsmanship and its profound spirit.
A single gold-embroidered cloak requires months of painstaking work from artisans, who twist several meters of gold thread into pieces less than 0.1 millimeters thick to achieve its timeless brilliance amidst light and shadow. It may not have the prestigious name of an international brand, but the cultural depth and craftsmanship it embodies possess an invaluable worth.
Elegant attire has never been far away. It simply awaits to be truly seen, stitch by stitch.
@Qinghe Gold Shop:
What is a treasure?
Treasures do not necessarily originate from centuries-old Western workshops; they can also be created by the hands of Eastern artisans.
A filigree gold hairpin is a miniature palace, a piece of history frozen in time. Its value lies not in the size of the gemstone, but in the soul of the craftsmanship and the sincerity of the artisan.
We firmly believe that the exquisite craftsmanship originating from the land of China deserves to be placed at the highest level of the luxury goods hall, shining alongside, or even surpassing, any treasure in the world.
These announcements immediately caused a huge uproar on the internet.
While there were plenty of praises and exclamations of amazement, more importantly, netizens discovered a problem.
This question stems from the Qinghe Textile Bureau's question, "What is Chinese clothing?" This question has a double meaning; it can be interpreted as luxurious clothing or as clothing from Chinese civilization, which gives people completely different feelings and perceptions.
Soon, netizens asked:
Yes, why is it that you in the fashion industry—no, not just the fashion industry, but everyone here—always feel that the grass is always greener on the other side? Foreign brands are considered "haute couture" and "blue-blooded luxury brands," and wearing them is seen as a sign of status and superiority, while wearing domestic brands is always seen as cheap and low-class?
Where does this perception come from?
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