中国非遗与国际时尚品牌“双向奔赴”

Core Viewpoint - The article highlights the collaboration between Chinese intangible cultural heritage (ICH) and international fashion brands, showcasing how traditional Chinese craftsmanship is being integrated into luxury products to attract consumers who appreciate Chinese culture [1][5]. Group 1: Collaboration and Innovation - Chinese craftsmanship, such as cloisonné, is being incorporated into luxury items by international brands, exemplified by a collaboration between Chinese master craftsman Xiong Songtao and the Spanish brand Loewe [1][3]. - Xiong Songtao, a third-generation inheritor of cloisonné, has elevated the craft to new heights, using ultra-fine silver wire to create intricate designs, making his work sought after by global brands [3][5]. - The younger generation, including Xiong's daughter, is bringing fresh ideas to traditional crafts, focusing on practical items like jewelry, which broadens market appeal [7]. Group 2: Market Trends and Growth - The consumption of intangible cultural heritage products is on the rise, with a report indicating that the annual transaction volume of ICH-related products on platforms like Taobao and Tmall surpassed 107.3 billion yuan in 2023, marking a 37.7% increase year-on-year [4]. - International fashion brands are increasingly seeking to incorporate Chinese ICH elements into their products to attract consumers interested in traditional culture, as seen with brands like Fendi and Dior [5][6]. - The collaboration between ICH artisans and luxury brands not only enhances the visibility of Chinese heritage but also provides commercial pathways for these traditional crafts [7].