Long Qingxiang: Let You Know More About Your Luxury

He was once a royal garment maker, with a 400 year family history of clothing making, with exquisite materials, precise measurement and exquisite craftsmanship When it comes to China's leading high-end customized brand longqingxiang, the above label is far from enough to summarize its glory. As a time-honored brand of national quintessence, longqingxiang has never stopped in brand inheritance and innovation. On August 18, longqingxiang 2021 fashion trend and customized new product launch was launched in the historical ancient building "quanyechang" located in Beijing square. Next, longqingxiang will launch offline tour in Hefei, Nanjing, Henan and other major regional markets in China. Taking "following nature" as the theme, through deep excavation of traditional culture, caring for the special spiritual needs of human beings in the current epidemic year, advocating the restoration and reconstruction of the relationship between human and nature, leading the sustainable pace of the clothing industry, and showing a completely different longqingxiang from the past.

Speech by Li Yanyan, President of Beijing longqingxiang Clothing Co., Ltd

Looking at a mountain is a mountain, seeing a mountain is not a mountain, and looking at a mountain is also a mountain. From defending, seeking and preaching, long Qingxiang changed his identity several times, and completed the transformation of brand philosophy of triple environment, from ID to ego and finally to superego. The landscape image repeatedly appeared in this season's new products can be regarded as a metaphor for the sublimation of longqingxiang brand. The release of 2021 customized new products is just a starting point, which lays the groundwork for another remodeling of longqingxiang.

Mountain is mountain

"Since I have a custom-made suit, every now and then, this desire for custom-made fit will return." British writer Peter Mayer once described the fascination with customization. Temperature, emotion, soul and so on are closely related to the custom-made words, which express the inner demand of human instinct behind the irresistible desire. Craftsmanship often means losing precision. To our surprise, long Qingxiang, a private tailor, is perfect. He has a meticulous production process and standard. He can make single version, single version, single cut and single cut, and strictly control the auxiliary materials. The process of a customized suit is 406, and the working time is 6 weeks. The sewing density of each shirt reaches 3 cm and 21 stitches, which is more than 100 processes.

In longqingxiang, the charm of traditional customization lies in the true tailor-made. In longqingxiang, the personal customization of clothing starts with accurate measurement. The senior measurement technician will fully understand the personal preferences and wearing occasions of the guests, accurately measure the data of various parts of the body, confirm the unique details, think about the guests' thoughts, and discover and convey the unique beauty of personal body. More than 10000 hand sewn stitches, while defining precision and temperature. This kind of experience is not only noble, but also the current era. It is a real luxury to have someone understand you.

Looking at mountains, not mountains

Now, longqingxiang has opened direct stores all over the country, covering Beijing, Tianjin, Hebei, Henan, Jiangsu, Anhui, Shandong However, with the inheritance of the essence of Royal garment making, longqingxiang has always maintained its usual vigilance, constantly improved its skills, sought new positioning in the changes of the times and market environment, and explored more possibilities for brand development and exploration.

Longqingxiang, the predecessor of longqingxiang in history, used to use embroidery gold, cloud brocade and other rare crafts and materials in garment making. Even Qianlong, who visited privately, couldn't help but marvel at the fact that the folk had the weaving and cutting techniques comparable to those of the imperial court. Now, the traditional western suit making techniques have been selected as the representative project of intangible cultural heritage in Dongcheng District of Beijing, Longqingxiang has become the inheritor and pioneer of intangible cultural heritage.

The release of 2021 customized new products makes longqingxiang's advanced and deep excavation in Chinese traditional handicrafts and the design innovation resonating with the times deeply rooted in the hearts of the people. This time, longqingxiang's design team has extracted the design elements with intangible cultural heritage spirit and modern fashion aesthetic feeling from the image of nature as bright as stars. After repeated deliberation and optimization, the natural art elements are reshaped in a way that is more in line with the aesthetic taste of young people, so that Chinese elements can be used, and two different forms of city and nature are mixed, Design in a more modern and elegant form, expressing the era expression of Royal customization.

Liu Xiaohong, President of Beijing time honored Brand Association

Yang Jinchun, executive vice president of China Garment Association, was interviewed

As Yang Jinchun, executive vice president of China Garment Association, commented: "longqingxiang's new products are full of innovative spirit in the excavation of Chinese style elements. While carrying forward the oriental culture, they integrate with Western elements, so as to be more international."

On August 8, this year, focusing on market channel development and product innovation and reform, the double label store of longqingxiang + Longqing workshop was officially launched. Longqing workshop is positioned at the clothing with Chinese elements. It is committed to combining the high-end customization and intangible cultural heritage that it is best at. By restoring, integrating and refining cultural elements, it creates a top-level customized brand of traditional Chinese style and conveys the aesthetic essence of Oriental clothing.

"In the future, longqingxiang will also take the inheritance of intangible cultural heritage culture as its own responsibility, deeply explore the national culture gene of the brand, integrate oriental aesthetics into fashion design with a younger and more international design method, and let the beauty of Chinese custom decorate the life of Chinese people and stand in the world's fashion forest, which is the goal of longqingxiang." Li Yanyan, President of longqingxiang, said that not only that, but also with the help of big data, longqingxiang will carefully analyze consumers' purchase demands and continuously improve products and services.

Looking at the mountain is also a mountain

At the 2021 customized new product release conference, the landscape, flowers and birds, etc. extracted from the ancient Chinese book Shanhaijing, described a growing picture of all things with a vast world and full of vitality. Hand in hand with the brand's craftsmanship, it presented a visual feast that shocked the soul.

What nature brings to human beings is not only the living resources, but also the precious spiritual wealth. The dialogue between clothing and nature has a strong artistic charm. It is not so much a new product release as a self-cultivation of long Qingxiang, which conveys the value of peaceful coexistence between man and nature, and finds a way to relieve all the restless souls since the outbreak of the epidemic. The mountains and rivers standing for thousands of years, the flowing rivers, the endless animals and plants, with the inherent vitality, temperature and energy, combined with the design of sense of hierarchy and visual impact, have realized the spiritual communication between human and nature and the shaping of ideal personality, and created a self-confident, fearless and firm life code.

At this point, it also means that long Qingxiang has cultivated another connotation and realm - it is not just a simple clothing brand, but a thinker who awakens the world, a preacher who cares about his heart and cherishes great love. Therefore, it will also usher in a brand new sublimation of brand development.