Style Embroidery Clothing "Unbounded" Brand And Product Design Study

In recent years, the modern eastern costume epitomizing conciseness, elegance and connotation has drawn universal attention from the fashion field at home and abroad. The costume design with the application of embroidery has also become a method which many costume designers are passionate about. Under this background, as one of the four famous embroideries in China,the future tendency of Hunan embroidery how to combine with modern fashion has been a new issue faced by the Hunan embroidery industry. In this paper, we research and practice by proposing the style localization, product design and the like of clothing brand “No Boundary” for Hunan embroidery costume, and try to enrich the development of its product variety.We collected and categorized relevant historical information about Hunan embroidery art, and further investigated and surveyed the development status of Hunan embroidery: firstly, products in the Hunan embroidery industry are mainly decorative crafts with single product structure,relatively traditional style and outdated theme so that theproducts increasingly can’t suit the aesthetic demand of modern people; secondly, the variety of current Hunan embroidery clothing products is limited, the styles and patterns of existing brands are traditional and the products are dominated by wedding costumes with relatively low market recognition. These issues have become bottlenecks in the development of Hunan embroidery industry. It’s hard to satisfy people’s requirements for fashion and the demand of a growing international market.Based on participating in advisor’s subject research of Establish Modern Hunan Embroidery Clothing Brand with the Application of Digitalized Hunan Embroidery Pattern, we propose a cultural concept of “combining the east and west,the ancient and modern cultures, incorporating diverse things” for the clothing brand “No Boundary”, and define a style positioning of conciseness and classicism. We explain the rich connotation of brand from five aspects, including style,color, pattern, fabric and embroidery technology to form a systematic and impeccable brand construction system and help determine the style positioning of product design and development.According to the study on style positioning of “NoBoundary” brand, combining with the international fashionable trend of garment, we determine a product design and development plan in a theme of “Unity of Man and Nature” for the brand in 2016 and design thirteen suits of clothes in two series including spring-summer and autumn-winter. We cooperate with Hunan embroidery enterprises to research and develop new products. Through the design practice for the proposed brand,we make research and practice on the combination of Hunan embroidery art and modern costume designing and try to realize the diversification of Hunan embroidery industry.The future Hunan embroidery industry should follow the market demand, recombine the traditional art with fashion elements, design and develop products well received by customers with abundant variety, fashionable style and practical details so as to enhance the market competitiveness,ultimately to promote a better inheritance and development of Hunan embroidery art.