When flowers bloom, they will eventually fall,
“Flowers” is coming to an end.
Xiao Nong watched episode 27 yesterday
The biggest feeling is——
Thank you Wong Kar Wai,
given to every actor
A decent farewell!
Mr. Fan’s “Goodbye”
It’s really tear-jerking!
Episode 27 Mr. Fan is offline.
But his “Sanyang Brand” story
represents that era
The prosperity and glory of Shanghai.
In order to make Sanyang a famous brand in Shanghai,
Mr. Fan from Zhejiang Huxi Knitting Factory
I got on Mr. Bao’s line.
Mr. Bao also lived up to Mr. Fan’s trust.
in a short period of time
Let Sanyang become famous in Shanghai,
It has become a strong competitor of the famous brand Montagut.
Sanyang brand is a made-up brand in the play.
Some people guess that the prototype is Hengyuanxiang (sheep, sheep and sheep).
Some people also guessed that it was Youngor who had hired Fei Xiang to endorse him back then.
……
However, Sanyang’s “opponent”
Montagut really does have a brand.
today,
Xiao Nong will take you to eat it.
“Luxury of yesteryear”
The story of Montagnard’s times!
True French brand
About Montagut,
In the narration of the TV series “Flowers”
It’s described like this
“In the early days of reform and opening up, people’s demand for a better life continued to increase with social progress. Montagnard bright silk T-shirts made in France made most Chinese people start pursuing fashion brands for the first time. The sky-high price of 900 yuan a piece , did not scare away the enthusiasm of buyers, and still attracted Chinese people to flock to it. A flower on the chest has become the standard feature of the trend-setters of the times.”
Don’t look at this name
Dreamy and charming, with a bit of earthy flavor
Montagut is an authentic brand from France.
Has a serious French name
MOUNTED
This is what the first three generations of founders looked like↓
This French brand founded in 1880,
Established a branch in Hong Kong in 1971，
Entered the mainland market in 1979,
In the 1990s, it became Shanghai Jiujiang Road Fashion Street
One of the most popular brands.
The Montagut advertising page at that time looked like this
Just look at it now
There is no sense of inconsistency
Montagut advertising image in the 1970s and 1980s
Popular·90s
in Shanghai,
Montagut “made its fortune” in
Jiujiang Road Fashion Street。
An old Shanghainese once said:
“Monttaggio and Jiujiang Road have a symbiotic and mutually prosperous relationship.
In the early days, almost all stores sold it.
Otherwise, we would be too embarrassed to open a store. “
At that time, Jiujiang Road and Montagnard
These two terms were once equated with
The ultimate dream of Shanghai young men。
Montagut TV commercials from the 1990s
In 1992, Montagut was still there
The Portman, the most upscale hotel in Shanghai at the time
Fashion show held:
The ticket price is 75 yuan
Lunch at the show costs 150 yuan
This price may not be affordable even now.
The fashionable young man who is budget conscious scans the code readily,
What’s more, the first two hundred yuan of salary in the early 1990s was already considered high.
Montagut’s catwalk advertisement in Shanghai in 1992
How popular was Montagut in the 1990s?
Some netizens recalled:
“At that time, everyone who had fashionable pursuits
All dainty boys have to wear a Montagnard
The classic colors are ice gray blue and restrained black.”
“My dad recalls the first time he went to my mom’s house
The gifts I brought to my uncles were
Montagut polo shirt”
How does it feel to wear?
Feedback from people who have worn it varies widely.
Some people say it absorbs sweat and is breathable.
Some people also say it’s very boring.
Only suitable for wearing in air-conditioned rooms.
but,
I was wearing this T-shirt back then
The satisfaction it brings is huge.
That trivial comfort issue,
Not worth mentioning.
(At that time, I owned a Montagut logo polo shirt,
Just like lululemon now
For young female white-collar workers,
Archaeopteryx to middle-aged men. )
Standard equipment for rich people
a T-shirt,
Not eating or drinking for several months’ salary,
It sounds really outrageous,
But, it really happened.
then,
A Montagut T-shirt is priced at the equivalent of
3 months salary for ordinary workers,
It can be sold for 900 or even thousands of yuan.
It is the “first luxury item in life” for many people.
At that time, many people ran from Wenzhou to Shanghai
Self-employed business owner
I am also keen on wearing Montagut.
Because it is a status symbol
In 2009, the journal “China Market” wrote: In the 1990s, the typical image of a Wenzhou boss was “middle-aged, fat, carrying a black or brown handbag, and using a Motorola mobile phone to contact business with high spirits.”
“An important sign is that he is wearing a shiny, bright-colored Montagut T-shirt with a small flower on the left chest.”
A shiny silky POLO shirt,
Paired with suit pants that mention the navel,
Put on the new belt you bought,
Hang your keys and pager on your trousers,
Fashionable mature men’s characters
Even if he stood still.
Source: Shanghai Citizen Life Guide
A Douyin video host said,
This little yellow flower was the most popular in the dance hall back then.
The purple light shines very brightly on it.
When I asked for a dance partner, the little yellow flower on my chest stood out.
Just stretch out your hands and you can basically dance.
Source: Shanghai Citizen Life Guide
Later, more and more people pursued famous brands.
It has even become the uniform of a certain group of people
↓↓↓
Xinmin Evening News in 1994
Some articles directly complained:
This is the uniform of the “piling mold” on the road.
Enthusiasm eventually subsides
Times have changed,
In the face of the new era,
Montagut has indeed passed away.
As more foreign brands enter China,
Everyone is gradually realizing
This so-called French high-end brand
Single style Montagut
But it’s just a false name.
Plus a lot of counterfeits and
Domestic replacementthe appearance of
So Montagut quickly disappeared.
A large number of high-end customers。
Montagut for most people
Also became wrinkled
“Premium goods”
“Tears of the times”
Can I still buy Montagut in Shanghai?
In so many shopping malls in Shanghai,
Grandpas, if you can find a Montagnard,
Probably more surprising than discovering antiques.
It is reported that,
Due to the renovation plan of Shanghai Sixth Department Store
The only Montagut clothing store in Shanghai may close
But after the Six Hundred Counter closed its store,
Montagut has not given up on the Shanghai market
will continue to operate
The Shanghai Montagut store clerk said:We can all find a sense of empathy after watching “Flowers”
“The bright silk is unique to my family. The bright silk that came out in the past was thicker and heavier. In recent years, it has been gradually improved and made slightly lighter. It is more comfortable to wear. The current price is 1990-2780 yuan.” (Oh, no. It’s cheap~)
As for Taobao, you can still buy it, and you can even find counterfeit products. But the main function is already “a great gift for filial piety on Father’s Day”.
French “Montagut” launches new products
Although Montagut is no longer popular in Shanghai,
But in my hometown France, it “transformed”.
And it looks pretty good.
In contrast to the impression
Old-fashioned business men’s clothing,
Montagut’s new image in France
Much more fashionable and fresh,
The iconic little flower is still there.
I wonder if Montagut will be able to
Riding on the nostalgia of the TV series “Flowers”
Another hit?
What do you think?
Do you have a piece of Montagut clothing at home?
Welcome to the message area to talk about it
[Nong Hao Shanghai·Tian Xiaoyu Comprehensive Editor]
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