• Dylan Tang

融合語言 中國李寧推出秋冬2021形象廣告/ LI-NING announces Communication AW21 Campaign


李寧推出秋冬2021形象廣告。在這個形象廣告裡頭,李寧重新審視了解構、重新建構,以及逝去的架構。因此,在這個廣告裡頭,李寧透過形象照片傳達了「藝術在不同時代的療癒、死亡,以及重生的力量。」


這個中國設計師品牌的秋冬2021系列,將中國的街頭文化、神話,以及西方的設計使相互交織;他將中國過去50年的素材、70年代的龐克,和80年代的新浪潮相互衝撞,打造成全新的作品。有趣的是,在這個過程中許多設計師都會被混淆,但李寧非但沒在大量的資訊中迷失,反而保持真我進而展現設計實力。


在這個形象廣告裡頭,李寧將他在運動員的時代作為起步,並參考了東京2020奧運中的資料打造了一種永恆、且輕鬆的造型,並得到不同時代和不同類型的美學風格。


李寧專注於自己的獨特美學,以及至今的設計作品,巧妙地重新建構、再造,和融合未來,為這次的形象廣告打造專屬的作品。



Li-Ning's Autumn Winter 2021 collection examines the processes behind decay and de/reconstruction, art's healing power, and the birth and death of distinct, creative eras.


True to its own aesthetic and surveying its own design archive in the process Li-Ning expresses these themes in ways both overt and subtle, imagining apparel and footwear silhouettes that not only revisit but also remodel, remix, recreate and reshape the past and subsequently, the future of Li-Ning.


The collection mixes references from classical Chinese garment design and modern pop-culture moments to multiple revolutionary creative movements of the past fifty years.

Elements clash as street culture, Chinese mythology, and Western design history, 70s Punk and 80s New Wave, are collaged into pieces that are wholly new. Yet rather than being lost or obscured, these disparate references remain in constant dialog with one another.


The accompanying communication campaign is inspired by Mr. Li-Ning himself and by the era in which he was starting out as an athlete, with references taken from old imagery from the Olympics press archives. With the campaign Li-Ning creates a timeless, always relevant and effortless look supported by a cast celebrating different types of beauties from different eras.


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