• Journal of Fashion Business
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• v.28 no.4
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• pp.21-44
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• 2024

The purpose of this study was to research modern reinterpretation of traditional Chinese culture and design development of fashion items in the context of globalization and technological advancements, reflecting fashion demands of young female consumers in their 20s in China. To achieve this, this study investigated fashion preferences of young women in major Chinese cities, focusing on design elements such as form, details, patterns, and colors in 'New Chinese Style' fashion. Results indicated a high preference for overlapping collars, Mandarin collars, oblique front pieces, and slit sleeves. Additionally, there was a strong preference for natural and eco-friendly materials such as plant dyes and embossed velvet. Based on survey results and analysis of the popular brand 'TUYUE,' this study proposed two design themes. The first theme, 'natural symbiosis,' focused on casual wear with a soft and free image with a simple design. The second theme, 'chivalrous guest,' targeted work attire with minimal designs emphasizing power and confidence. Both themes aimed to meet aesthetic and practical needs of modern women by incorporating overlapping collars, asymmetrical front pieces, slit sleeves, and preferred colors and patterns. In conclusion, although this study was limited to design preferences of young Chinese women in their 20s, results offer valuable direction for future design innovation, contributing to sustainable development of the fashion industry and the preservation and innovation of traditional culture.