BELL CHIME Tianyu Gu x New Era

In April 2024, the century-old brand New Era invited artist Tianyu Gu to Guizhou, China, where he explored traditional Miao craftsmanship and designed a piece that merges ethnic aesthetics with street fashion. The patchwork design on the hat brim symbolizes "breaking out of the cocoon," showcasing the blend of ethnic aesthetics and street style. The hat features tassels, bells, and butterflies, made from Miao silver and blue intangible cultural heritage lampwork glass, and incorporates New Era's modern and stylish attitude.

According to legend, the ancestor of the Miao people is the Butterfly Mother. They engrave butterflies on their silver crowns as symbols of faith, hope, and blessings. Artist Tianyu Gu, dedicated to preserving and reinventing traditional intangible cultural heritage and techniques, chose Miao silver butterfly elements, which integrating it with contemporary art and fashion design represents an extraordinary cross-disciplinary collaboration. New Era also presented this work as a custom birthday gift to brand ambassador Liu Yuxin, promoting traditional craftsmanship to the world.

Young artist Tianyu Gu has been dedicated to the preservation and reinvention of traditional intangible cultural heritage and techniques. Guizhou, known for its spiritual essence, serves as a source of inspiration for his work. He continues the cultural legacy of the Miao people by integrating traditional techniques with contemporary art and fashion. The hat design incorporates Miao silver and blue lampwork glass, blending and juxtaposing these elements. The production of Miao silver is extremely time-consuming and intricate, requiring both craftsmanship and contemporary artistic language. This process represents both the commitment of artisans and the spirit of innovation.

New Era, as a century-old hat brand, maintains its classic craftsmanship while engaging in vibrant cross-disciplinary collaborations with various artists and celebrities, continually infusing the brand with new energy and vitality. Liu Yuxin, who has long been dedicated to promoting ethnic intangible cultural heritage, integrates Miao embroidery, ethnic dances, Yi language, and folk songs into her work. Her designs skillfully merge avant-garde fashion elements with ethnic culture, showcasing a deep appreciation for traditional culture and a desire to pass on this "spirit" in the way of the new generation.