Frontiers in Art Research, 2023, 5(9); doi: 10.25236/FAR.2023.050906.
Xudong Wang
MA Fashion Film and Digital Production, University of the Arts London, London, UK
China-chic is a design based on traditional Chinese culture and elements, which integrates fashion and popular features. It is a style that collides with traditional and modern fashion and combines Eastern beauty with Western beauty. The term "China Chic" refers to the growth of Chinese fashion styles. It broadens the meaning of "Made in China" and is widely considered a quality assurance symbol. Nowadays, "Made in China" or "Chinese Fashion" has come to reflect Chinese culture and aesthetics given by local Chinese firms. Chinese elements have been used more and more in fashion in recent years. With the development of economic globalization, China entered the WTO in 2001. More and more Western fashion brands have entered the Chinese market, enhancing the productivity of the Chinese fashion industry and market; Chinese consumers have placed a premium on the Chinese market brand. The purpose of this research is to show the application of Chinese culture in fashion films. By comparing the Chinese brand's 'China-Chic' in fashion films and the application of Western fashion brands, homegrown Chinese brands and e-commerce platform to Chinese culture, we can interpret the context of Chinese culture in fashion films. It determines that if Chinese cultural elements could be combined with Western brands to achieve cultural integration.
China Chic, Fashion Film, Moving Image, Commercial
Xudong Wang. Identifying the Characteristics and the Advantages of 'China Chic' within Contemporary Fashion Film and Branded Content from 2019 to the Present Day. Frontiers in Art Research (2023) Vol. 5, Issue 9: 30-37. https://doi.org/10.25236/FAR.2023.050906.
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