The Identity of Fashion in Contemporary China and the New Relationships with the West

Abstract

Since the 1980s China has been the prime producer internationally and, since a decade ago, one of the main fashion consumers. Western brand dependence and its logos coexist in China with various forms of self-affirmation and predilection for other Asian aesthetics, not least Japanese and Korean. Joint ventures with Western fashion companies are also part of the present-day fashion choice, preventing us from understanding the current fashion system in China. Chinese leadership in production and strong consumer practice will very probably soon extend to design and branding. But what is Chinese fashion? This question is important regarding not only the specific characteristics of Chinese fashion, but also the whole international fashion system. This article will attempt to address these questions.

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