鸡年主题奢侈大牌亮瞎眼

 　　The official start of the Year of the Rooster in the Chinese Zodiac begins on January 28th, and the fashion industry has been paying homage¹ in a big way.

　　2017年1月28日，中国将正式迎来农历鸡年的新年。而时尚界已经开始大规模向鸡年致意。

　　Given it's the most lucrative² time of year for designer brands to target Chinese consumers – one of the most significant forces in global luxury consumption - a surge in zodiac-themed items can be seen everywhere but, they’re facing immense criticism.

　　这是一年中时尚大牌瞄准中国消费者的最赚钱的时机，因此新出现的生肖主题商品随处可见，但它们也面临诸多批评之声。中国消费者是全球奢侈品消费中一股最显著的力量。

　　Cashing in on the demand for holiday gifts, these brands are thrusting cultural references upon wealthy Chinese shoppers. However, many of the country’s millennials consider them outdated³.

　　这些品牌投资于节日礼物的市场需求，对富裕的中国购物者强力推出各种文化产品。然而中国很多千禧一代认为这些产品很过时。

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　　Instead of overused elements like red, yellow, phoenix⁴’s and the seasonal⁵ rooster; this new market are seeking more authentic⁶ and modern representations of Chinese culture.

　　这一新市场正追求对中国文化更真实、更现代的表达，而不是过度使用红色、黄色、凤凰图案、以及应季的公鸡图案。

　　Take Victoria Secret’s eponymous fashion show for instance which might we add, included a total of four Chinese models for the first time ever in its squad⁷ of heavenly Angels.

　　以维密时装秀为例，最新一次的维密时装秀首次请到四位中国模特担任维密天使。

　　The lingerie brand decided⁸ to send dragon-decorated supermodels down the runway – think Adirana Lima’s yellow stiletto boots or Kendall Jenner carrying blue phoenix wings on her back – and it quickly became the subject of online criticism.

　　这家内衣品牌决定把身穿龙形图案服装的模特派上Ｔ台，龙形图案出现在阿德瑞娜?利玛的黄色细高跟靴子上，肯达尔?詹娜则背上了蓝色的凤凰翅膀。这很快招致网络上的批评。

　　“Even the world’s most beautiful bodies are not going to save these rustic⁹ and passe Chinese-themed outfits,” wrote a Chinese web user on Sina Weibo, the country’s equivalent of Twitter.

　　一位中国网友在新浪微博上写道：“即使是最美丽的模特也无法拯救这些土气过时的中国风服装”。

　　From Dior’s rooster bracelet¹⁰ to Calvin Klein’s red and gold unmentionables, luxury retailers¹¹’ New Year-themed products are leaving Chinese consumers disgruntled.

　　从迪奥的公鸡手链到CK的金红色内衣，奢侈品销售商的新年主题产品令中国消费者不满。

　　Talking of MCM’s rooster-embroidered¹² bag, one person commented, “red, gold, and zodiac signs are symbols of Chinese New Year, but why do they believe we want to carry a bag with a zodiac animal all year round?”

　　在谈到MCM的公鸡绣花手袋时，有人这样评论说：“红色、金色和生肖图案是中国新年的象征，但他们为什么觉得我们想一年都拎着一个带有生肖图案的包包”？

　　Other offerings include cosmetics¹³ giant Estee Lauder which has designed a golden rooster on its limited edition powder compact, while Dolce & Gabbana is offering up a five sequined Rooster bomber¹⁴ jacket for a mere¹⁵ ￡1450.

　　化妆品巨头雅诗兰黛推出限量版粉饼，盒子上设计了一个金色公鸡的图案。杜嘉班纳推出一款短夹克，上面有五只有金属片装饰的公鸡，售价仅为1450英镑。

　　Sure, the Chinese market is becoming increasingly more sophisticated but, the ability for these brands to seamlessly and elegantly integrate authentic Chinese elements into their designs is another factor to consider.

　　当然，中国市场正变得越来越复杂，但这些大牌完美优雅地将真正的中国元素融入设计的能力是另外一个要考虑的因素。

　　For some, it just doesn’t add up and consumers are refusing to invest in products that aren’t consistent with the brands aesthetic¹⁶. One prime example is Longchamp’s handbag which features a red and gold embroidered rooster. It’s off brand and out of taste.

　　对一些人来说，这并不会加分，消费者拒绝购买与品牌审美风格不同的产品。一个著名的例子是龙骧的手袋，上面有只金红色的绣花公鸡。这和品牌风格相去甚远，非常没品。

　　The style of young Chinese fashionistas has evidently evolved and, while luxury retailers will continue to cash in on this special occasion, they can’t ignore the social media backlash that many of these products have faced.

　　年轻的中国时尚达人们的风格显然在不断变化。尽管奢侈品经销商将继续借机发财，他们仍不能忽视很多商品面对的社交媒体抨击。

1 homage   

n.尊敬，敬意，崇敬

参考例句：

• We pay homage to the genius of Shakespeare.我们对莎士比亚的天才表示敬仰。
• The soldiers swore to pay their homage to the Queen.士兵们宣誓效忠于女王陛下。

2 lucrative   

adj.赚钱的，可获利的

参考例句：

• He decided to turn his hobby into a lucrative sideline.他决定把自己的爱好变成赚钱的副业。
• It was not a lucrative profession.那是一个没有多少油水的职业。

3 outdated   

adj.旧式的，落伍的，过时的；v.使过时

参考例句：

• That list of addresses is outdated,many have changed.那个通讯录已经没用了，许多地址已经改了。
• Many of us conform to the outdated customs laid down by our forebears.我们许多人都遵循祖先立下的过时习俗。

4 phoenix   

n.凤凰，长生(不死)鸟；引申为重生

参考例句：

• The airline rose like a phoenix from the ashes.这家航空公司又起死回生了。
• The phoenix worship of China is fetish worship not totem adoration.中国凤崇拜是灵物崇拜而非图腾崇拜。

5 seasonal   

adj.季节的，季节性的

参考例句：

• The town relies on the seasonal tourist industry for jobs.这个城镇依靠季节性旅游业提供就业机会。
• The hors d'oeuvre is seasonal vegetables.餐前小吃是应时蔬菜。

6 authentic   

a.真的，真正的；可靠的，可信的，有根据的

参考例句：

• This is an authentic news report. We can depend on it. 这是篇可靠的新闻报道, 我们相信它。
• Autumn is also the authentic season of renewal. 秋天才是真正的除旧布新的季节。

7 squad   

n.班，小队，小团体；vt.把…编成班或小组

参考例句：

• The squad leader ordered the men to mark time.班长命令战士们原地踏步。
• A squad is the smallest unit in an army.班是军队的最小构成单位。

8 decided   

adj.决定了的，坚决的；明显的，明确的

参考例句：

• This gave them a decided advantage over their opponents.这使他们比对手具有明显的优势。
• There is a decided difference between British and Chinese way of greeting.英国人和中国人打招呼的方式有很明显的区别。

9 rustic   

adj.乡村的，有乡村特色的；n.乡下人，乡巴佬

参考例句：

• It was nearly seven months of leisurely rustic living before Michael felt real boredom.这种悠闲的乡村生活过了差不多七个月之后,迈克尔开始感到烦闷。
• We hoped the fresh air and rustic atmosphere would help him adjust.我们希望新鲜的空气和乡村的氛围能帮他调整自己。

10 bracelet   

n.手镯，臂镯

参考例句：

• The jeweler charges lots of money to set diamonds in a bracelet.珠宝匠要很多钱才肯把钻石镶在手镯上。
• She left her gold bracelet as a pledge.她留下她的金手镯作抵押品。

11 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

12 embroidered   

adj．绣花的

参考例句：

• She embroidered flowers on the cushion covers. 她在这些靠垫套上绣了花。
• She embroidered flowers on the front of the dress. 她在连衣裙的正面绣花。

13 cosmetics   

n.化妆品

参考例句：

• We sell a wide range of cosmetics at a very reasonable price. 我们以公道的价格出售各种化妆品。
• Cosmetics do not always cover up the deficiencies of nature. 化妆品未能掩饰天生的缺陷。

14 bomber   

n.轰炸机，投弹手，投掷炸弹者

参考例句：

• He flew a bomber during the war.他在战时驾驶轰炸机。
• Detectives hunting the London bombers will be keen to interview him.追查伦敦爆炸案凶犯的侦探们急于对他进行讯问。

15 mere   

adj.纯粹的；仅仅，只不过

参考例句：

• That is a mere repetition of what you said before.那不过是重复了你以前讲的话。
• It's a mere waste of time waiting any longer.再等下去纯粹是浪费时间。

16 aesthetic   

adj.美学的，审美的，有美感

参考例句：

• My aesthetic standards are quite different from his.我的审美标准与他的大不相同。
• The professor advanced a new aesthetic theory.那位教授提出了新的美学理论。