If any word can be the aesthetic benchmark of this year’s fashion circle, it is Cottagecore.

Maybe you are unfamiliar with this uncommon English vocabulary, but you must have seen a lot of fashion trends in Cottagecore style. From show layout to fashion trends to leisure activities, the natural aesthetic style under Cottagecore aesthetics is permeated.

Cottagecore actually comes from an Internet aesthetics, which Wikipedia explains:

"Cottagecore celebrates the return to traditional skills and crafts, such as foraging, baking and pottery, and is related to similar nostalgic aesthetic movements, such as grandmothers, farms and fairies. According to its supporters, Cottagecore’s idea can help satisfy people’s general desire for’ nostalgic longing form’ and get rid of many realistic pressures. "

Many years ago, when the career of designer John Galliano was hit hard, this village farmhouse, which seemed to be in a paradise, became his refuge and enjoyed the pastoral pastoral style of Cottagecore.

Cottagecore is more accurately a comprehensive style of fashion and lifestyle, which may be an atmosphere created by a dress, a trivial matter in daily life or even a photo.

Picnics and camping in this year’s fire are the best proof that Cottagecore style is becoming popular. Doing more outdoor activities and being close to nature may also be an important reason why Cottagecore has become a global fashion trend in a special period.

For fashion, the appearance of Cottagecore has impacted the Normcore style that has been popular in fashion circles for many years. Unlike the sense of high-class that Normcore style advocates like, Cottagecore has a rare simple texture.

They don’t refuse colors, and they don’t have too many collocation skills. Everything seems relaxed and natural. The first brand to set off the craze of Cottagecore in the fashion field is the brand represented by the southern French style, such as Jacquemus, who walked the catwalk in wheat fields and lavender fields.

Jacquemus’s social media self-introduction is full of Cottagecore spirit.

"My name is Simon Porte Jacquemus, I love blue and white, I love stripes, I love the sun, I love fruit, I love poetry, I love Marseille and the 1980s."

Not as exquisite and fashionable as Parisians, the fashion in southern France has a primitive natural flavor. Their greatest romance when making clothes is that they are permeated with printing and handicrafts related to nature everywhere. After polishing, the rough texture is more charming than exquisite things.

The easiest item to get in the Cottagecore style in autumn and winter is the grandma sweater with printing or embroidery, and generally there are various flower patterns embroidered on it.

This kind of sweater is generally a heavy knitted fabric, which completely breaks the setting that the sweater is the basic model. The complicated design reveals a warm sense of family craftsmanship, as if it really looks like the sweater knitted by my grandmother when I was a child.

Sweaters are more retro by adding the weaving technique of twisted flowers to the weave. Twisted sweaters are also a very popular sweater trend this year, even if they appear alone, they will be brilliant enough.

Doll collar is also a good choice with thick thread knitting. The same temperament between water-soluble lace and twisted pattern road makes the two complicated designs fit perfectly.

The matching of thick-line needle sweaters is easy and simple. Cottagecore is a kind of retro style to a certain extent. The single items in the old days always have a taste that new things don’t have.

American Cottagecore is more colorful. This popular element from carpet weaving has a strong hippie style in the 1970s. Granny Square was originally a pattern created by disassembling sweaters and socks and weaving them again.

Patterns with strong ethnic customs are matched with bright colors, with a little simplicity and cuteness of farm girls. Cottagecore’s sense of craftsmanship is undoubtedly displayed in Granny Square.

Granny Square appears on bags and hats, which is lighter and more everyday in modern collocation.

Similar to Granny Square, China Baijia cloth often appears in American Vintage, which is also a single product of Cottagecore.

The "old" pursued by Cottagecore is actually an elaborate "imperfection". Too formal fashion always feels too distant, but this "patchwork" fashion makes people feel kind.

Don’t talk too much about the fashion in Copenhagen. Except for the Normcore school represented by Totême, the color aesthetics in Northern Europe is the natural pastoral beauty with Cottagecore.

The fairy tale flavor of Nordic countries, flowers and forests together create their unique color style, without the gray tone of Mo Landi color system, all colors are fresh and bright, and even the heavy coat in autumn and winter has the gentle texture of grandma.

Fashionable girls who go to the market in the countryside wear headscarves and vegetable baskets. They never care about the fashionable conclusion that they can’t wear more than three colors. It is the use of a lot of colors that makes this Cottagecore style lovely and natural.

The essence of Cottagecore fashion is that there is no collocation rule, and they strive to create a relaxed fashion style. You don’t have to think hard about how to match it every day. Flower skirt+flower sweater also has its meaning.

In this era of lying flat all the time, but never without involution, being close to nature and returning to simplicity has become a luxurious lifestyle. This is probably the meaning that Cottagecore aesthetics has become a popular trend, creating the sense of ritual you want in your daily life and wearing. Don’t push, be a Cottagecore girl.

By the way, you can also go home and look through grandma’s closet, which may make your Cottagecore have a different style.

"Strictly beating"

Recently, the beauty collection store Harmay Diaolia Corporate Company Shanghai Diaoli Lexiang Enterprise Development Co., Ltd. was fined 887,000 yuan, because the big -name small sample cosmetics label sold did not meet the regulations.

It is worth noting that this is not the first time that the beauty collection store has planned to follow the sample, but the fine is innovative. This punishment signal is considered by the industry to be the beginning of strict samples, and the samples on the vent on the air’s mouth should also be reduced.

35 big -name small sample rollover, the plum was fined 887,000

According to the administrative penalty letter made by the Shanghai Municipal Supervision Bureau to the Shanghai Diaolu Enjoy Enterprise Development Co., Ltd. (hereinafter referred to as Shanghai dialect Mei Lexiang), on April 16, 2021, the Municipal Supervision Bureau was on the "Harmay in Xingye Road, Huangpu District. The "Cosmetics Collection Store for the" Cosmetics Collection Store. It was found that the "Clarins Clarins" brand Huanyan Elastic Ridon (5ml), which was selling at the scene, had a missing item of 4 brands of 4 brands and 24 cosmetics. At the same time, the Shanghai Municipal Supervision Bureau stated that during the investigation of the above cases, some cosmetics sold in the above case still had Chinese labels that were missing.

According to the equity penetration information, the legal representative of Shanghai Dia spectrum is consistent with Beijing dialect Melalexiang Technology Co., Ltd. (that is, the parent company of Harmay dialect).

局 Intercept the Shanghai Municipal Supervision Bureau

According to Green Eye statistics, all the cosmetics of these Chinese labels are all small samples of international big names, including 11 brands such as Tiffany, Bobley, Da Ke, and Jiao Shiyun, with a total of 35 cosmetics. The problem of illegal labels is mainly concentrated in the three aspects of labelless cosmetics component tables, production batch numbers, and imported cosmetics filing numbers. Among them, the Dake series is the most, involving 17 sample products, which accounts for almost half of the total number of the above brands.

The penalty letter shows that the parties sell a total of 35 cosmetics without tax (13%tax rate) sales of 152,000 yuan, the value of the goods is 245,000 yuan, and a total of 1134 cosmetics are inventory.

According to the provisions of the "Cosmetics Supervision and Administration Regulations", "the minimum sales unit of cosmetics should have labels. Tags should comply with relevant laws, administrative regulations, and mandatory national standards, and the content is true, complete, and accurate." The behavior is suspected of violating the provisions of Article 35 of the Cosmetics Supervision and Administration Regulations, which constitutes the behavior of cosmetics that does not meet the requirements of the operating label.

In the end, the Shanghai Municipal Supervisory Bureau enjoys the Shanghai dialect, which enjoys a penalty of "confiscating illegal income RMB 152,000 and a fine of RMB 735,000".

In response to punishment, Qingyan contacted Harmay today, but the other party did not make a statement.

It is reported that Harmay said since 2008 on the online Taobao store, and opened the first offline store in Anfu Road, Shanghai in 2017. In 2019, the Beijing Sanlitun Store became popular on social platforms. Favorite.

Earlier this year, Harmay Mi Mei received about 200 million US dollars (about RMB 1.27 billion) D -round financing. At present, a total of 4 rounds of financing has been completed. Public news shows that currently Harmay’s big names and overseas niche brands have more than 400, SKU exceeds 9,000, and more than a hundred new Jinjin cooperative brands in 2021.

Puzzle

In the past two years, with the continuous refinement of consumers’ needs, small sample products are small, portable, and low -testing the characteristics of low -testing costs. They are sought after by consumers and brands. Brands such as Lancome and Keyan have placed "sample machines" in malls. Consumers use products by free delivery samples, so as to excavate customers.

With the rise of beauty gathering stores such as Harmay and onlywrite, big samples have become the weapon for store drainage and marketing, and the size of the small sample economic market has grown rapidly.

However, behind the hot samples, many people in the industry are worried, "Non -selling products and money, (the market) where there are so many small and medium samples." Even a beauty retail channel practitioner told Qingyan that the small samples circulating on the market at present The scale has far exceeded the industry supply.

梅Harmay talk information map

So, outside the official channels, where did the samples sold by the beauty collection store come from? Harmay’s co -founder Ju Chunmao said in an interview with 36KR: "Under the current business environment of China, the license of big names is more difficult to get. Mainly from counters and traders. "

According to Qingyan survey, most of the small and medium samples in the market are from the following four channels: brand gifts; brand counters or internal personnel for resale; "reversing" supply; smuggling and fraud. But there are few small and medium samples produced in the first two channels.

The above -mentioned beauty retail channel practitioners told Qingyan that the samples sold in the beauty collection store have a cross -border trade in the cosmetics counters of department stores -a lot of small samples without Chinese labels come from this, that is, the goods purchased overseas Small sample.

"No import cosmetics filing number, of course, does not rule out smuggling and fake sale." Zhang Taijun, R & D director of Guangzhou Tsui Tsui Skin Skin Science and Technology Research Institute. According to the "Regulations on the Supervision and Administration of Cosmetics" and "Administrative Measures for Cosmetics Tags", cosmetics should have Chinese labels. Offline channel sales do not have Chinese label imported cosmetics, or products that do not meet the prescribed labels are obviously illegal.

It is worth noting that in January last year, ONLY WRITE, the beauty collection store of Hangzhou Kerry Center, was reported by consumers. The local market regulatory bureau contacted the customs department to assist in the investigation. Nearly 3,000 pieces of suspected smuggling cosmetics were detained, most of which were small cosmetics samples (for details, see "onlywrite! The source of cosmetics samples").

Strict sample

It is not difficult to see that the unqualified cosmetics label reflects product sources and product quality issues, which plays an important role in rectify the small sample market.

"Cosmetics supervision will become stricter and stricter. There are small and medium samples (gifts) in the management measures of cosmetics labeling. It has been implemented for a long time, but no one has paid special attention to it before. Many big brands have also issued official statements. The barcode is sold. "The above person said.

Among them, many people in the industry reported to Qingyan to strictly check the samples, which will be a punch of the beauty collection stores mainly sampled drainage. "As soon as this incident came out, it was understood that people had already been removed (non -compliant). The samples of formal channel sources were not problems. If informal channels, these beauty collection stores will definitely be affected later."

There is also a factory in the direction of Qingyan, "At present, the domestic brands and foreign -funded brands in domestic production and filing have basically unique and strict supervision. The management of imported products is actually gradually standardized. It’s the compliance of imported products. "

In fact, the tightening of small sample supervision has already begun last year. Earlier this year, the Shenzhen Municipal Supervision Bureau reported that since January last year, it destroyed 3 illegal denominations of cosmetics operations and seized 2,388 boxes of cosmetics with various types of imported brands without Chinese labels, with a minimum packaging cosmetics of more than 22,000 boxes. The estimated value of the goods exceeds 22 million yuan, and 3 cases are filed, of which the value of the counterfeit cosmetics involved in counterfeit infringement is 260,000 yuan, and it is transferred to another public security case.

On March 1 last year, Tmall also issued the "Notice on the Regulations on the release of new Tmall sample products". According to the new rules of Tmall, the pricing of sample products released by merchants shall not be higher than the price of the same proportion of the corresponding formal products. At the same time, the sample volume does not exceed 30%of the decoration products in principle. In addition, the merchants should express the attribute keywords such as "trial", "small samples", "samples", "trial outfit", "experience outfit" in the published sample title, and provide the purchase voucher for the sample for platform review.

"With the introduction of relevant national regulatory policies and the requirements of retail platform specifications, the beauty collection stores with small samples as selling points may adjust the procurement channels, and the continuous supply of products is certain." Some industry people said, "Now it is also very very very very very very very very very very very very It is difficult to say the specific impact on small sample business, but the problem of small sample compliance or the main strike object of strict supervision this year. "

At the same time, with the official implementation of the "Administrative Measures for Cosmetics Labels" on May 1 this year, the sample economy of small sample cosmetics will undoubtedly usher in an inflection point.

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