Design Expression of “Chinese-style” Costumes in the Context of Globalization

Abstract The purpose of this study is to discuss how “Chinese-style” clothing is integrated into the international fashion market by applying traditional Chinese clothing design elements in the context of globalization. This research defined four design elements of traditional Chinese clothing through literature analysis, which mainly consisted of colors, silhouettes, fabrics and crafts. Then professional researchers selected four representative enterprises oriented to the international market from a large quantity of “Chinese-style” enterprises and compared the design works officially released by the four “Chinese-style” enterprises with the four design elements by Nvivo12. Through analyzing 1,176 pieces of Chinese-style design works of the four representative enterprises, the study found that “Chinese-style” enterprises oriented to the international market comprehensively apply traditional Chinese clothing design elements to conduct innovative design to show their own cultural identities to a large extent.