Do you still remember the day of February 19, 2019? CHANEL designer Karl Lagerfeld passed away.
That day, everyone on Weibo and Moments posted articles one after another, mourning the departure of the fashion emperor, and lamenting the end of a classic fashion era.
In fact, people who pay attention to the fashion circle should not be difficult to find that in this year, several fashion giants are trying new changes at the same time.
To give a few examples:
Louis Vuitton's designer Kim Jones went to Dior men's clothing;
And Off-White principal Virgil Abloh officially took over the position of Kim Jones and became the creative director of LV's new men's wear series;
Hedi Slimane, who has created brilliant performance for Dior Homme and Saint Laurent, has settled in CELINE and so on.
Are these actions of each company just a regular job change for designers? Of course not, it is their original intention to combine trends and classics to attract more young people.
In fact, I can understand this approach of luxury brands.
After all, it is 2019, and the people with high spending power are getting younger and younger, and the same design will only make the brand face the risk of being forgotten by the millennial generation. Therefore, "tide brandization" is the only way to go.
The style has changed the most, and the one that has caused the most controversy should be LV.
I am also a fan of LV. I bought my first bag more than ten years ago. People at that time, including me, dressed a little conservatively, and didn't know what "trendy" was.
At that time, LV's classic presbyopia and checkerboard pattern were symbols of high-end and luxury. But after more than ten years, it will feel a bit old-fashioned and lack of fashion in today's modern day.
Since Kim Jones went to LV, the brand suddenly injected younger elements.
Among them, the most impressive one is the cooperation between LV and Supreme, which combined luxury and fashion brands for the first time; and the later Hiroshi Fujiwara and Zoo series, each of which makes people feel that it has maintained the essence of LV. Sophisticated and trendy.
However, LV is still not satisfied with the cooperation with trendy brands every season. It simply let the famous trendy Off-White manager Virgil Abloh officially take over LV, hoping to give LV a more subversive trend change, so as to maximize the appeal of young people. look.
In fact, I am used to the previous style of LV. When the first season of this year's products came out, I really couldn't understand it. But when I saw the second season, I really liked and moved my heart.
The biggest change in clothing is DIOR men's clothing.
Dior Homme has been mediocre for many years, and Arnott, the boss of LVMH Group, largely intends to copy the success of Louis Vuitton's street-oriented to Dior Homme.
After Kim Jones took office at Dior Homme, he changed the lifeless black and white impression, added active colors and elements, broke the previous "serious" routine, and suddenly became trendy.
So much so that I, who hadn’t bought Dior in N years, also sold the sweater of Little Bee, and I also took a fancy to the latest cooperation series with Sorayama Ki.
In addition to the design itself, some brands have also changed their LOGO.
The British luxury brand Burberry suddenly announced the launch of a new LOGO on Instagram on August 2 last year. The font is more concise and modern. This is the first time that the brand has made subversive changes to the Logo design in the past 20 years.
The old logo on the left, the new logo on the right
In addition, CELINE, Balenciaga, Balmain and Rimowa all made changes to the LOGO.
CELINE removed the small apostrophe; Balenciaga changed the font to a more compact and thick black; both Balmain and Rimowa changed the font to a more concise font. For a while, changing the logo of the brand has become a new trend.
A brand's LOGO is the key to most intuitively reflect the brand image.
Various companies have changed their logos to deliberately distinguish the past, make the brand image more in line with the current aesthetics and trends, show the determination to change to the market, and bring freshness to the market.
In fact, whether it is the change of the design director or the replacement of the LOGO, the most fundamental reason is the various efforts made by luxury brands for rejuvenation.
Back to cosmetics. The rejuvenation trend of major brands is also going on.
YSL is no longer the aunt-level makeup that is inherent in your mind. Look at the design of its new lipstick, adding a heart-shaped pattern design, and even the gift box packaging has become a bright pink design that Korean makeup loves to use, which makes people feel No longer on top.
Another example is Clinique, the sense of technology has doubled in the past two years, the double V essence, and the iD series launched this year have brought Clinique, which is no longer young, back to the pinnacle of the trend.
You must know that the main ingredients and customized skin care are the trends in the younger generation's choice of skin care products.
It is not difficult to see that all the companies that are chasing each other are making changes to become younger and trendy. The brand goes deep into its rejuvenation genes and strives to cater to the development trend of rejuvenation.
Upgrade but not subvert, innovate but not forget the origin.
The brand image can be extended and strengthened after the upgrade, which not only saves the cost of secondary education for consumers, but also has reason to have enough expectations for the new upgrade.
Of course, such fission is not limited to luxury goods and beauty products, and even cars are also fissioning. When it comes to fission, one can't help but think of the "hunting change" car, so we have to mention the cheetah car.
Perhaps in your memory, it is still a traditional military car brand. As a brand with 69 years of military quality inheritance and 35 years of car manufacturing experience, Cheetah Motors innovatively applies the concept of "military trend" to the automotive field, and also to fashion Diversified transformation and upgrading.
What are its changes?
1 LOGO
The new brand LOGO of Cheetah Motors is a unique "military trend" brand image created by integrating military industry genes and fashion trends.
The new logo adopts a three-dimensional shape, which outlines the frontal image of a cheetah with minimalist lines. The sides of the leopard's face are designed with sharp right angles, incorporating the concept of modern diamond cutting, and showing a dynamic three-dimensional effect with different cuts.
Show the firm texture and trendy fashion, so as to express the new brand attitude of Cheetah.
2 models
Cheetah's new COUPE model has a brilliant appearance and interior.
In terms of appearance, the COUPE model is carefully crafted by an Italian design team, with a strong and full curved surface and simple lines to outline a dynamic and trendy vehicle shape.
Equipped with highly recognizable lens LED headlights, novel front grille, exquisite multi-spoke wheels, etc., the design is full of sense.
The interior uses geometric concepts in the details, which are simply outlined and interspersed, but fully demonstrate the sense of future technology.
The design idea of the cockpit is derived from the design of the aircraft cockpit and luxury cruise ship. The interior shape is centered on the driver, and the center console is designed to be biased towards the driver, creating an experience that allows the owner to fly the aircraft.
3 technology
Compared with the appearance, the power is the "core" of the vehicle.
The power system of the new Cheetah COUPE model adopts a high-performance engine authorized by BMW.
It integrates advanced technologies such as twin-scroll supercharging, high-precision direct injection, continuously variable valve lift, and double continuously variable valve timing, which can effectively improve combustion efficiency and reduce fuel consumption.
The matching transmission adopts a high-end wet dual-clutch automatic transmission with advanced technology, strong power, and stability, which has better lubrication and heat dissipation effects, high reliability, smoother shifting, and more reliable overall performance.
At the same time, Leopard Motors also launched the first new energy pure electric model "Binge" built on a new pure electric platform. Together with other models of Cheetah Motors, it will comprehensively attack market segments in different fields and provide sufficient support for the division of Cheetah Motors. ammunition.
Cheetah cars now seem to have connotation and style.
On May 11th, Cheetah Motors had an eye-catching performance at the Changsha Auto Show. The new Cheetah COUPE performed a "military trend" style on the spot, attracting many young people who came to the auto show.
Cheetah Motors moved the Junchao makeup room to the auto show site, allowing amateurs to create their own exclusive trendy makeup at the auto show. Everyone can participate in the transformation into a super car model and become cool with the new Cheetah COUPE!
But no matter how it transforms, it is the same as luxury goods, no matter how the appearance changes, the quality remains the same.
The launch of Cheetah's military trendy image, adhering to the military-quality car-making concept, carries out a youthful and trendy interpretation of the product with military standards.
I believe that after the official launch of Cheetah COUPE in the future, it will attract more you, me and him.
