Lead: in the inheritance of national culture, let business be good.
Throughout the ages, countless splendid civilizations in the long river of human history are like stars all over the sky, and as the only uninterrupted civilization among the four major civilizations in the world, Chinese civilization has always been shining.
In recent years, with the continuous improvement of Chinese people’s cultural self-confidence and national identity, Chinese elements, oriental implications and national non-legacy crafts are breaking through the cultural circle of modern trends and redefining the concept of "fashion".
At the same time, China’s traditional culture is injecting more and more creative inspiration and spiritual core into China brand, colliding with modern trends and technology to produce symbolic "totem products" and cultivating them into a unique cultural symbol for a generation, of which Hua Xizi is one.
Following the series of "Miao Impression" and "Dai Impression", Hua Xizi recently officially launched a series of new products of "Mongolian Impression", including six kinds of makeup including "jade nourishing honey powder cake", "jade nourishing gauze powder cake", "jade nourishing air cushion", "blush", "eye shadow tray" and "lip gauze", and combined with the famous makeup artist and star stylist Park Kewen to create a casual look.
As a "Chinese-style exploration" linking public welfare and business, the series of "Mongolian Impression" is new, and at the same time, Huaxizi’s public welfare "clothes and veins pass down plan" is also in its third year. This year, Hua Xizi brought brand-new national uniforms to 10 schools and more than 3,300 Mongolian students in Horqin, Inner Mongolia.
First, inherit the Mongolian ingenuity
Convey the beauty of multi-ethnic culture
Saddles, quiver, leather pots, purses … Long-term nomadic life has made Mongolians develop the habit of sewing necessities with fur as raw materials. Over and over again, leather goods have become the epitome of Mongolian culture, and it is also Mongolians’ insistence on beauty to depict or burn beautiful patterns on leather.
It is understood that each Mongolian leather painting has to go through painting, leather cutting, carving, dyeing, polishing, setting and other processes, and it takes dozens of pure manual processes to complete a leather painting. In 2008 and 2021, Mongolian harness making skills and Mongolian leather arts were approved to be included in the second and fifth national intangible cultural heritage lists respectively. However, due to the complicated working procedures and high material cost of harness making and leather making, its inheritance and protection are facing bottlenecks.
Adhering to the original intention of inheriting the intangible ingenuity of the Mongolians, in the series of "Impression of the Mongolians", Hua Xizi fully integrated traditional saddle craftsmanship, intangible leather carvings, Mongolian totem patterns and other elements. In order to make the products truly reflect the artistic essence of the Mongolian people, Hua Xizi invited Mr. Gawa, the non-genetic inheritor of Mongolian Kerqin leather carving paintings, to explore the leather carving skills together.
Makeup is the integration and unity of material creation and experience creation. In addition to the inheritance of national intangible arts and crafts, Hua Xizi’s "Mongolian Impression" series of new products is also closely related to Mongolian traditional culture, costumes and daily life, which is both artistic and practical. For example, the color of blush is inspired by the rosy and shining cheeks of Mongolian girls under the sunlight; The color of lip yarn is inspired by Mongolian daily food-Mongolian pot tea; The seven colors of the makeup tray come from seven different natural scenery colors such as Xiaguang, Desert, Grassland, Starlight, Mountain and Red Sun.
In addition, in order to convey the cool and comfortable beauty of Mongolian people from the perspectives of cosmetics, makeup and makeup education, Hua Xizi also joined hands with Du Fu, the brand image spokesperson, and Park Kewen, a famous makeup artist/star stylist, to launch the cool and comfortable beauty cosmetics in combination with the Mongolian national characteristics, combining the freedom, agility and coolness of horseback riding people with China’s makeup innovation, giving the beauty of traditional fashion.
From the "Miao Impression" series, which combines the forging and engraving technology of Miao silver ornaments and the representative totem patterns of Miao Yin, to the "Dai Impression" series inspired by the Dai classic peacock totem, Dai classic flower plants and Dai makeup, and finally to the "Mongolian Impression" series recently launched, Hua Xizi is exploring more possibilities for the integration of traditional cultural propositions and fashion tracks, and gradually building a complete and diverse series through deep excavation of the traditional culture of the Chinese nation.
Second, join in national public welfare
Burning lamps in the dark and sowing seeds in the sun.
While drawing nutrition and inspiration from national culture, Hua Xizi also devoted himself to the cultivation of national public welfare undertakings and became a member of the inheritance of national culture. This year, along with the new series of "Mongolian Impression", Huaxi Zi’s public welfare "clothing and vein passing down plan" came to its third year. Previously, the program had customized "exclusive national uniforms" for 1,800 Dai students and 1,600 Miao students in mangshi, Dehong Prefecture, Yunnan Province, and Leishan County, Qiandongnan Prefecture, Guizhou Province. “
In 2021, the Legend of Clothes Project was initiated by Zhejiang Yige Charity Foundation with the support of Huaxizi brand. It is dedicated to creating school uniforms with its own national cultural characteristics for 56 ethnic groups, enriching campus culture, highlighting the beauty of ethnic groups, enhancing students’ national identity and pride, enhancing their self-confidence in national culture, and promoting the protection and development of national culture.
This year, Hua Xizi cooperated with the team of professional designers of China Academy of Fine Arts for public welfare, and brought exclusive national school uniforms with national characteristics and modern aesthetics to 10 schools and more than 3,300 Mongolian students in Horqin, Inner Mongolia.
These exclusive school uniforms take sky blue and Hadabai with strong regional culture of Inner Mongolia as the main color matching, skillfully use the modeling elements such as Hamur pattern, pomegranate pattern, button tab and vest with strong Mongolian characteristics, and incorporate the ancient edging technology of splicing rags. At the same time, the school uniform also combines contemporary design elements and sports and leisure styles, and the overall design is solemn, generous, comfortable and free.
As a matter of fact, the plan of "from generation to generation" is just one of Hua Xizi’s "Yiwen public welfare". At present, the brand has also landed in the "paying fire inheritance plan" of "ethnic culture entering the campus". The first phase of this project has entered Liangshan Prefecture, Sichuan Province, and it is planned to invest 5 million yuan in five years, which will help young people to contact, learn and inherit the distinctive intangible cultural projects in the classrooms of 100 local minority schools. It is estimated that 100,000 students will directly benefit.
Huaxizi, founded in 2017, is a young brand, which is doomed to have no time to show its true side to the outside world. However, in the cultivation of national public welfare undertakings year after year, the public will gradually realize that the cultural connotation and social responsibility carried by Hua Xizi are far deeper and broader than expected, which will become a valuable invisible asset of the brand and support the brand to go longer and further.
Third, build China’s fashion discourse system.
Let culture and technology meet at the top of the mountain
Nowadays, when people mention oriental make-up, Hua Xizi is basically the brand that is first remembered. More crucially, this association has not only happened in China, but also in the global scope.
In the past few years, Hua Xizi has gradually brought "Oriental Culture" and "China Makeup" to more than 100 countries and regions around the world, such as the United States, by building a global independent station, entering Amazon and creating official overseas media content.
On the eve of "China Brand Day" this year, at the first China Brand Global Communication Conference hosted by Xinhua News Agency, Hua Xizi was selected as the TOP10 outstanding cases in the comprehensive field of global communication of China brands, among which Maotai and Huawei were among them.
From oriental wisdom, such as Chinese herbal medicines and ancient prescriptions for beauty, to traditional materials, such as bamboo weaving, Suzhou embroidery, filigree inlay, glass, and then to carved lipstick, jade-nourishing series and Mongolian impression series, behind one creative aesthetic product after another, it is Hua Xizi’s fusion and innovation of China traditional culture, and it is also the condensed result of his years of deep cultivation and scientific research.
From the very beginning, Hua Xizi took it as his responsibility to inherit the oriental culture, constantly improved the product research and development power, brand culture and aesthetic value with the standard of a century-old brand, constantly dug deep into traditional aesthetics and crafts, collided and combined modern science and technology with traditional culture, and endowed tradition with fashion.
In order to better explore China’s characteristics in the fields of color, technology and materials, Hua Xizi has repeatedly broken into the "no man’s land" in the field of makeup since its establishment. In China, Huaxizi is not only the first brand that explicitly proposes to build an "Oriental Beauty Cosmetics R&D System", but also owns the first CMF laboratory of China Beauty Cosmetics brand and the first holographic AI sensory behavior research system in China.
Last year, Hua Xizi announced for the first time its five-year plan to build an oriental beauty research and development system, and planned to invest more than 1 billion yuan to lay out the layout in several areas of product innovation, basic research and applied basic research, so as to create a comprehensive and technologically advanced oriental beauty research and development system.
Specifically, the research and development system of oriental beauty cosmetics is not only a point-like exploration of combining oriental characteristics in formula or raw materials, but also includes a whole system of research on skin color of oriental skin, theoretical research of traditional Chinese medicine, research on oriental raw materials, research on oriental formula, research on oriental technical system, research on oriental color system, research on oriental materials, oriental crafts and modern applications.
Cultural self-confidence is the most basic, deepest and lasting force in the development of a country and a nation. So is the cultural self-confidence of the brand. For a long time, the standards, culture and system of China’s make-up industry have been deeply branded by the West. For domestic make-up, the establishment of the research and development system of Oriental Beauty Makeup needs long-term persistence.
From dermatology research, raw material research, formula innovation, to strict quality control standards, to a comprehensive evaluation system … Huaxizi, whose roots in science, technology and culture are getting deeper and deeper, is gradually building its own fashion discourse system and "going out" on behalf of China brand, so that the power of China brand and China culture can be seen by the world.
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