In the past 5 years, the movement of restoring and applying Vietnamese traditional costumes has spread strongly in life, performing arts as well as heritage tourism across the country and has been welcomed by the young generation. Traditional costumes are not only fashion but also become an experience that brings many beautiful aspects of traditional culture closer to the general public. With passion and pride, many young designers and artisans are starting their businesses by honoring the beauty and promoting national costumes.
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| Many young people parade in ancient costumes at the 2023 Hanoi Tourism Ao Dai Festival. |
On weekends, the Thang Long Imperial Citadel (Hanoi) is often more vibrant and colorful when groups of young Vietnamese people come to visit and film and record in traditional costumes. Many international tourists are surprised and excited to know that traditional Vietnamese costumes are not only the modern Ao Dai, and they can also learn more and try them on at traditional costume experience booths in the Imperial Citadel such as Van Thien Y and Viet Phuc Hoang Thanh.
According to Mr. Nguyen Hai Dang, manager of Viet Phuc Hoang Thanh, during the recent Lunar New Year, many customers chose to wear traditional costumes instead of the usual Ao Dai, partly due to the "trend" on social networks. This shows that although young people are easily accessible to new things, they still have the spirit of looking back to the old, learning about culture and history. Therefore, when creating content online, traditional costume brands not only post beautiful images but also include knowledge about the names, meaning of patterns, materials, usage, historical marks of each period, etc.
Some of the typical projects and ideas this year include Viet Phuc Hoang Thanh, which plans to collaborate with a number of travel companies to launch an experience tour with traditional costumes for foreign tourists, creating a highlight to promote Vietnamese culture. Sharing the joy and pride of traditional costumes being loved, Ms. Nguyen Huyen Le, manager of Van Thien Y, said that recently, this unit has strongly developed the traditional costume product line made from silk from traditional craft villages such as Nha Xa (Ha Nam), Van Phuc (Hanoi)...
Also founded by a group of young people with a passion for cultural heritage, Van Thien Y was honored to be selected to hold the exhibition "Golden Journey" in the series of cultural diplomacy events "Vietnam Day Abroad 2023", bringing Vietnamese traditional costumes to three countries in three continents: South Africa, France and Japan; impressing international friends and arousing the pride of overseas Vietnamese.
In fact, the trend of taking photos in traditional costumes for graduation ceremonies, weddings or checking in at scenic spots has existed for several years, but it has not "blossomed quickly" like many other trends among young people, but on the contrary, it has developed in both breadth and depth. Not only in big cities like Hanoi or Ho Chi Minh City, some other localities famous for heritage tourism such as Ninh Binh, Hue, Hoi An... have also witnessed the proliferation of Vietnamese traditional costume tailoring and rental brands in recent times, contributing to pushing back the phenomenon of tourists checking in with foreign traditional costumes.
Traditional costumes have also been used by artists in movies and music videos, and have continuously created a fever among young users on popular social networking platforms. In 2023, the efforts of Vietnamese traditional costume lovers have brought back ancient costumes that were thought to be lost in contemporary life, appearing throughout community events such as the 2023 Hanoi Tourism Ao Dai Festival, Hue Festival 2023, Hanoi Creative Design Festival 2023, Ho Chi Minh City Ao Dai Festival, etc.
Terms such as: ao nhat binh, ao tac, ao ngu than, ao giao linh, vien linh… have become popular and known to many people. Learning about traditional costumes is also touching a huge cultural “treasure” because costumes always go with customs, regional culture with unique features of each era. It is one of the ways to connect young people with tradition and history.
When it comes to research and restoration of ancient costumes, we cannot fail to mention the pioneering work of the Dai Viet Co Phong group. From an online forum established in 2014, passionate young members founded the project “Hoa van Dai Viet” to collect, research, restore and preserve popular, characteristic and unique ancient patterns of Vietnamese fine arts through the feudal dynasties (from the Ly to the Nguyen dynasties).
Currently, about 250 patterns are shared for free and are a reputable and abundant database for the restoration of traditional costumes and jewelry. Some other ancient costume research groups such as Dong Phong and Great Vietnam are searching for and reproducing ancient embroidery, weaving, and dyeing techniques to limit the need to import raw materials from abroad when producing ancient costumes. Y Van Hien, founded by young man Nguyen Duc Loc, collaborates with artisans from craft villages to restore and recreate many different ancient costumes along with shoes, fans, hats, pillows, etc. used by ancient people in royal and spiritual ceremonies, or in daily life.
With the strength of image production and event organization, Vietnam Centre group pursues the project "Weaving the Dynasty" with many rich activities such as reenacting the coronation ceremony of the Queen Mother of the Le Dynasty, publishing photo books, seminars on Vietnamese traditional costumes, exhibitions and experiences of ancient aesthetic activities such as hair styling, black tooth dyeing...
When young people have attitudes and actions that promote and develop cultural values and national identity, they must point out which parts of that culture and identity are still useful, useful, that is, still valuable, even increasing in value in their lives. That is also the way for cultural heritage to continue to live its life in today's world, the way that cultural managers call "dynamic conservation".
Dr., cultural researcher Ly Tung Hieu (University of Social Sciences and Humanities, Ho Chi Minh City)
It is estimated that there are currently about 30 Vietnamese traditional costume brands, in addition to the above names, there are also Dai Viet Quan Costume, Dai Viet Phong Hoa, Da La Xuoc Phuc, Dong Phong, Viet Co Phuc Cach Tan, Thuy Trung Nguyet, Dai Nam Chan Anh... Whether newly established or operating for a long time, most of these groups are run by young people (under 40 years old) and aim at the following main goals: researching and restoring traditional costumes, royal and folk rituals; recreating research and restoration results through stage art, cinema, literature and performance; providing cultural advice and providing traditional cultural products for domestic and foreign markets.
Source: https://nhandan.vn/nhung-nguoi-tre-hoi-sinh-trang-phuc-truyen-thong-post798165.html
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