Introduction

For my independent fashion communication project I will utilize my dissertation research on the western stereotyping of China and how it has affected fashion today to demonstrate the emerging power of China in the Fashion industry as more than just consumers. Throughout history western brands have interpreted Chinese and Asian culture through fashion and the economic boom in China has once again encouraged modern brands and department stores to do so to attract Chinese consumers. My project will focus on Chinese designers and how China, previously known as a copy-cat country, has influenced the global fashion industry. For the first time in modern history there is a shift in the fashion industry and an advantage in being a Chinese designer. Buying western brands used to communicate status but a growing sense of pride in Chinese culture has encouraged China’s youth to support native designers. My project will be a styling shoot using clothes made by Chinese designers and clothes inspired by Chinese fashion and design. These images will be put into a magazine Im creating called “Chinophile”.
The magazine will be a niche magazine targeting asian consumers.