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21英语网 / 译翻天 / 精彩双语文章 / 阅读用户贡献

吴亦凡引领嘻哈成中国年轻一代主流
来源:沪江英语  2017-08-21
    

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嘻哈文化和街穿在西方热度从未衰退,在中国却从未成为主流文化。《中国有嘻哈》,一档受欢迎度极高的说唱选秀节目,将有可能打破这一局面。《中国有嘻哈》共有四位明星导师,将轮流训练指导年轻的说唱选手。
Hip hop fashion and streetwear culture, though popular in the West, have never gone mainstream in China. But that may be changing owing to a popular online reality show and rap competition called The Rap of China, which features four celebrity producers tasked with training and guiding a rotating cast of young competing rappers.
《中国有嘻哈》由中国最大的线上视频平台爱奇艺制作而成,于6月24日首次上线,据中国媒体报道,该节目播出四小时内点播量即上亿。当前每集平均点播量达到2亿左右。
The first episode of the show, which is produced by China’s largest online video platform iQiyi, launched on June 24, drawing over 100 million viewers within the first four hours, according to local Chinese media. The average viewership of each episode is currently around 200 million.
《中国有嘻哈》大受欢迎带来了一个最直观的影响——包括Off-White、Vetements、Supreme、Raf Simons在内的几大高端街穿品牌在中国年轻人中迅速窜红。
One direct result of this wildly popular show is that a series of high-end streetwear brands, including Off-White, Vetements, Supreme and Raf Simons, have become household names among China’s millennials.
《中国有嘻哈》首集中,吴亦凡身穿纽约街穿品牌Supreme滑板店出的一款T恤,其上印有一个盒子的标识。Supreme在中国嘻哈发烧友中并不陌生,香港时尚偶像陈奕迅和余文乐早就对Supreme赞赏有加了。
In the first episode, Wu made his debut on the show wearing a box logo tee by the New York-based skateboarding shop and streetwear brand Supreme. Supreme is already a very well known streetwear label among Chinese hip hop fans thanks to some Hong Kong-based fashion icons like Edison Chen and Shawn Yue who constantly show their appreciation for it.
但是吴亦凡的粉丝大多为女性,女性消费者增多让大众对Supreme这个品牌好奇不已。不少时尚圈博主和国内媒体为此深挖了Supreme,展示了其嘻哈风以外的涉猎范围。
However, Wu’s massive popularity towards female consumers has further aroused curiosity in Supreme. Responding to the demand, many fashion bloggers and domestic media have taken a deeper look at the brand, expanding its reach beyond hip hop circles.
中国市场购买力强盛,了解国外街穿文化的兴趣浓厚,国际街穿品牌正欲探索中国市场,恰逢《中国有嘻哈》在年轻人中爆红,不少人希望通过街穿表达个人独特性。
The explosion of The Rap of China on the consciousness of Chinese millennials coincides with attempts by international streetwear brands to further tap that market, one that has massive purchasing power and also demonstrates strong interest in understanding foreign streetwear culture as a way to express their individuality.
以此来看,《中国有嘻哈》对街穿品牌有着不可磨灭的影响力,它是街穿品牌免费的推广市场,也是各类款式的橱窗。但是仅凭《中国有嘻哈》的爆红,街穿品牌就能在中国发展起来,占据和西方市场同样的地位吗?
From that perspective, the show is incredibly significant to brands as it offers free marketing and promotion as well as product placement for their wares. But will that effect alone serve to help streetwear brands grow and flourish in Chinese society as they have in the Western world?




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