National Made Senma Series Launched × Baoyun Building In The Forbidden City Pays Homage To Traditional Culture Through Time And Space

"Made in the state" jointly created by SEMA and the Forbidden City Baoyun building Samma ”Series, recently officially on sale. This series draws on the essence of traditional culture and features of "comfortable and fashionable" clothing of SEMA. It presents the innovative integration of classic and contemporary culture, and makes an amazing appearance in the show of "crossing the comfort zone", which quickly attracts the attention of young consumers. The joint name of SEMA and the Palace Museum · Baoyun building is a tribute to Chinese traditional culture, and also shows the confidence and intention of SEMA as a national brand to strive to create fashion with Chinese characteristics.

　　 The first appearance of the series of "made in China Senma" co branded with the Palace Museum · Baoyun building

In September of this year, SEMAR held a 2021 winter new product launch show "crossing the comfort zone" in Chaka Salt Lake, 3059 meters above sea level. The lake and the sky are the same color, the salt lake and the snow peak are the same. The beautiful scenery sets off every show style. As the finale of big show, the "national made Senma" series is particularly eye-catching.

This series is a national fashion feast for Z generation, which is jointly organized by SEMAR and the Forbidden City Baoyun building. Baoyun building of the Forbidden City, which was officially built in June 1915, is the first large-scale storehouse dedicated to the preservation of cultural relics in modern China. It contains a collection of ancient relics from ancient times, including bronze, calligraphy and painting, ceramics, gold and jade, and so on. Baoyun building, which has preserved the treasure and memory of the millennium, and Samma, which is constantly renewing the spirit of the new era, is a macro greatness and a fashion freedom. Taking this opportunity of CO naming, we can make each other's aesthetic interact harmoniously in time.

"Made in China" Samma ”As soon as the series of clothing is put on sale, it attracts a lot of fashion experts to rush to buy experience, which sets off a heated discussion among young groups.

　　 The traditional culture collides with the aesthetics of the times, showing the national foundation

Traditional culture is no longer a boring image under the new interpretation of the times. Cultural relics documentary and national treasure variety show have become the new hobbies of young people. Museums and various cultural sites are the new places they yearn for. To understand their own culture and love their own culture is their new focus of fashion pursuit. Under such a background, the cooperation between SEMA and the Forbidden City, Baoyun building, is different from the card type CO branding with a logo, Samma With the wisdom of design, the traditional Chinese elements represented by Baoyun building are skillfully integrated with the clothing, making it an indispensable part of the new generation of fashion.

The "national made Senma" series is mainly based on the architectural elements of the Forbidden City and Baoyun building. The design inspiration is the internal pattern totem. At the same time, black and red are used as theme colors in large areas. In the modern leisure style of loose silhouette, the classic temperament of leisure clouds and wild cranes is skillfully integrated, so that the same comfort from different time and space can be worn for thousands of years to form a new generation of national made fashion.

The design of the joint brand is not only symbolic use of the Palace Museum and Baoyun building, but also absorbs the classical beauty from the details. Auspicious clouds, calligraphy characters, cranes, etc. with classical temperament are exquisite and exquisite. They are also skillfully added with classic details such as pearl beads and Chinese knots, which make the whole clothes unique and collide with the leisure modern style of SEMA clothing, presenting the innovative fusion of classic aesthetics and the culture of the times.

Jerome, commodity director, SEMAR "Through the design and wearing of this series of clothing, SEMAR hopes to convey to the new generation that we are proud of being Chinese and proud of our cultural heritage," Lim said of the co branding concept

　 New classical aesthetics and national fashion

As an excellent local enterprise in China, SEMAR has a deep insight into the clothing demands of young people. In the past 25 years, while creating comfortable fashion for the new generation, it has also practiced it, continuously inheriting and promoting Chinese traditional culture and stimulating young people's sense of identity with Chinese culture.

There is a natural close relationship between cultural heritage and fashion. As a leisure fashion clothing brand, SEMA has never stopped exploring Chinese traditional culture. It not only combines the classic legends of Shanhaijing and Huamulan, but also combines the image of Chinese culture with the spirit of the times. It also cooperates with national treasures and intangible cultural heritage culture, and uses tie dyeing, embroidery and other traditional art techniques to achieve national made items.

With the help of avant-garde design language and aesthetics with the spirit of the times, SEMAR has integrated traditional culture into the current fashion life through the long river of time, and burst out with unprecedented vitality in the concept of "comfortable fashion".

Through a series of IP co branding of national culture, SEMAR has been exploring the possibility of collision between Chinese traditional culture and the spirit of the times, deeply exploring national aesthetic consciousness, and gradually establishing a world outlook belonging to China's vision. At the same time, it helps more young people to establish a sense of identity of national culture, better convey China's own creativity, taste and self-confidence, and let the world know China, Let Guozao become the new focus of global trend.

"We don't have to keep up with the pace of foreign countries. The era that we lead has come," Jerome said.

　　 About Semir

Semir was founded in 1996 It is a leading national lifestyle brand in the market. It continues to provide China's youth in the new era with multi scene, high-quality and cost-effective clothing products, and delivers a confident, integrated, friendly, interesting and comfortable lifestyle. Through the mainstream fashion design, functional and high-quality fabric products, we can help the new youth freely switch between the diversified scenes of work and play, and keep relaxed, efficient and confident.