ChinaJoy welcomes a Chinese style digital fashion show, when Hanfu encounters game copyright | Hanfu | ChinaJoy
At the bustling ChinaJoy2023 venue, where crowds flow and people make a name for themselves, the Shanghai Hanfu Copyright Center showcased selected works from the first Chinese University Original Fashion Hanfu Design Competition at the 20th China International Digital Interactive Entertainment Exhibition, showcasing a unique spark between the leisurely ancient style and the international digital entertainment industry event.
On the morning of July 30th, the "Gu Yun Hua Meng" 3D virtual digital fashion show was held at the exhibition site. With the support of Lingdi Technology's Style3D digital technology, the works of young designers were presented to the audience in a more dynamic way.
According to the report "Transformation and Innovation of Traditional Chinese Culture in the Game Industry" by Tencent Research Institute, the market size of Chinese style games has exceeded 30 billion yuan, with a total of more than 2300 game works and over 300 million users, making it an indispensable part of the Chinese game market. At the same time, the rise of traditional Chinese clothing culture trends is also invisibly affecting the development of the digital entertainment industry. In the game, it is common to see the presentation of traditional Chinese clothing. The integration of traditional Chinese cultural elements such as Hanfu with the gaming industry is an important carrier of multiculturalism.
At ChinaJoy, the Shanghai Hanfu Copyright Center booth attracts numerous game players and Hanfu enthusiasts to stop. A set of design works called "Red Chamber Jade Palace" appears particularly unique, with the literary classic "Dream of the Red Chamber" and Han costumes transcending time and space, completing a beautiful dialogue. "From the glorious beginning of Yuanchun, the weakness of welcoming spring, to the sigh of exploring and cherishing spring, Jia's family has been concentrated in the lives of four sisters for a hundred years." The designer took the "four spring" in the novel as the inspiration source, and used pomegranate flowers, apricot flowers, bodhi flowers, peach flowers and other flowers to show the role's rich inner world. There is also a design work with the theme of "Song Yunming Fragrance" that brings ancient Song Dynasty paintings to modern times. The designer extracts flower and bird painting patterns such as Zhao Ji's "Ruihe Tu" and "Five Colored Parrot Tu" for further creation.
The works of Wang Jian, a student at the Shanghai International Fashion and Creative College of Donghua University, are quite popular. He selected traditional patterns with beautiful meanings such as the Jade Rabbit and the Lucky Lion, and through cartoonish refinement and combination processing, made his works more in line with the aesthetic of contemporary young people. "It's both surprising and joyful that his design works can appear in ChinaJoy." During the design preparation period, Wang Jian traveled to various museums in Shanghai to record, shoot, and search, giving him a new understanding of traditional culture. "Traditional culture requires more young people to participate and innovate."
"This release focuses on the creative idea of 'breaking the dimensional wall'. On the one hand, we will make the Hanfu on the design drawings accessible, making the excellent traditional Chinese culture tangible. On the other hand, we hope to use this platform to recreate the innovative ideas of Hanfu design from more than 100 professional universities across the country in the form of digital entertainment, enter the screen, achieve virtual and real interaction and transformation, and further enhance the influence of traditional culture among young people." Shen Jie, the person in charge of the Shanghai Hanfu Copyright Center and the administrative deputy director of the Shanghai International Fashion Science and Technology Innovation Center at Donghua University, introduced that "as the first Hanfu copyright comprehensive service platform in the country, we actively promote the historical research of Hanfu and other traditional Chinese clothing, and transform it from Hanfu to traditional Chinese clothing." Please come out from museums and history books, introduce clothing and cultural elements that conform to modern civilization, and continuously enhance the influence and dissemination of the excellent Chinese culture carried by Hanfu creativity through copyright incentives
The first Chinese University Original Fashion Hanfu Design Group Elite Competition attracted students from 132 universities across the country to participate. The organizer takes Chinese excellent traditional culture as the creative source and leads the new trend of Chinese original Hanfu design as the core, promoting innovative research and copyright protection of fashionable Hanfu from the source for national universities and corporate brands. "While retaining the core of traditional aesthetics, simplification and transformation are carried out at the level of clothing form, allowing traditional clothing to integrate into the rhythm of contemporary society and become a living culture with new era characteristics." Wang Anlun from the Central Academy of Fine Arts said that from these works, we can see the attention and reflection of contemporary young design elites on history, art, and the present, and feel their love and cultural confidence in excellent traditional Chinese culture.
The Shanghai Hanfu Copyright Center is established by the Shanghai Copyright Bureau at Donghua University. It actively promotes Hanfu IP innovation, strengthens Hanfu copyright maintenance, and promotes Hanfu resource integration. Through organizing academic forums, design invitation competitions, copyright trade exhibitions, and other activities, it gathers original design forces and constructs a highland of traditional Chinese clothing design and a highland of popular trends and new product releases with international influence. It is reported that many game companies have reached cooperation intentions with the Shanghai Hanfu Copyright Center at this exhibition, and will work together to promote the creative transformation and innovative development of excellent traditional culture.
