Under the spotlight, models adorned in Chuxiong Yi embroidery stepped gracefully onto the runway, accompanied by vibrant, rhythmic music, presenting a fashion show infused with the essence of Eastern aesthetics. This marked Chuxiong Yi embroidery’s debut at Paris Fashion Week, following successful showcases at Beijing, Shanghai, New York, and Milan Fashion Weeks. The performance featured a rich tapestry of designs, from ancient totem patterns to modern abstract motifs, highlighting a seamless blend of traditional and contemporary design philosophies that showcased Chinese ethnic attire and intangible cultural heritage in a stylish and diverse light.
In recent years, many forms of intangible cultural heritage have found their way into the fashion industry, becoming key elements within it. Elements of intangible culture and craftsmanship often emerge as a wellspring of inspiration at China International Fashion Week and among leading brands’ clothing lines, furniture, and cultural products. Be it the elegant blue print or environmentally-friendly plant dyes, or techniques like bamboo weaving and pile weaving, these unique yet familiar heritage elements breathe new life into modern fashion, adding an inviting charm to the industry.
In 2021, during a research visit to Guizhou, President Xi Jinping arrived in Huwu Village of the Xinren Miao Ethnic Township. There, he was captivated by the exquisite handmade Miao embroidery garments and unique accessories displayed in a poverty alleviation workshop. He engaged with villagers about the intricate crafting process, expressing, “Miao embroidery is both traditional and fashionable; the beauty you create stitch by stitch is remarkable!” He encouraged them to elevate Miao embroidery, emphasizing its significance as both an industry and a culture that can promote ethnic and traditional culture while contributing to poverty alleviation and rural revitalization. This highlights that as a treasure of traditional culture and a result of ethnic wisdom, intangible heritage must innovate through inheritance and develop through innovation to maintain its vitality and relevance.
The meeting of intangible heritage and fashion is timely. In an era where personalized and customized consumption is on the rise, lesser-known traditional crafts naturally become desirable choices for consumers seeking uniqueness, aiding in their cultural identity formation and showcasing individuality distinct from the industrialized age.
To embed intangible heritage into daily life and the consumer marketplace, appropriate opportunities and mediums must be identified. The charm of domestic cultural creativity reflecting Chinese aesthetics is appreciated by the youth for its exquisite craftsmanship and visual appeal, thereby bridging the gap between traditional culture and the public. Additionally, many well-established brands and domestic goods are increasingly incorporating intangible heritage crafts into their product packaging designs—using techniques like ‘Dian Cui’, Cloisonné, and embroidery—to enhance product recognition and uniqueness, winning over consumers and the market.
The principles of protecting intangible heritage involve interaction with people, objects, and daily life. Only through living traditions that integrate with daily life can intangible heritage endure and evoke a sense of pride and honor. In this light, the intersection of intangible heritage and fashion is a fortunate occurrence, bringing mutual enrichment to both realms.
