The Research on the Context and Style of Avant-garde Fashion on Chinese Social Media Platforms

Research Article
Open access

The Research on the Context and Style of Avant-garde Fashion on Chinese Social Media Platforms

Jinlan Wang 1 , Chuer Zhang 2*
  • 1 AP 12-2 GCGS, Foshan, Guangdong, 528000, China    
  • 2 Trinity College, 300 summit st, Hartford, CT, USA, 06106    
  • *corresponding author czhang2@trincoll.edu
LNEP Vol.4
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-33-1
ISBN (Online): 978-1-915371-34-8

Abstract

The way the general public comprehends, and processes fashion has evolved as a direct result of the proliferation of social media platforms, particularly the growth of the "influencer" profession, which has steadily eroded the once-dominant position of fashion magazines and editors. This study does more than only close the gaps in the knowledge of avant-garde fashion's communication and style; it also delves into the curious phenomena of niche fashion trends shared on Chinese social media. The authors analyzed the contexts of fashion-related influencers on TikTok and Xiaohongshu, like @AHALOLO, @MetaArchive, and @Instantly to fill the gaps in the understanding of fashion subcultures. The study also addressed the phenomenon of "viral" fashion trends on Wechat, Bilibili, and Tiktok. It concluded that the continued existence of labels is primarily attributed to the media's efforts. By increasing brand awareness, audience engagement, customer service, advertising income, and app downloads, media has helped firms keep their operational costs and revenue high. As facilitated by new media, the rapid and varied dissemination of fashion ideas may increase both their societal and consumer worth. The exchange of knowledge made possible by new media is assisting the fashion industry in meeting the demands of its customers. Improved fashion industry demand forecasting and production planning may result from better internal communication and consumer assessment.

Keywords:

context, style, avant-garde fashion, social media platforms

Wang,J.;Zhang,C. (2023). The Research on the Context and Style of Avant-garde Fashion on Chinese Social Media Platforms. Lecture Notes in Education Psychology and Public Media,4,1084-1090.
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References

[1]. W. S. Zhang, C. C. Gao, Research on the Interactive Relationship between Fashion Industry and Media Industry, Contemporary Economy, 2016.

[2]. K. Li, Enregistering cuteness of fashion clothes on Chinese social media, Journal of Material Culture, 2021.

[3]. W. J. Liang, Analysis of marketing strategies of fashion brands in the new media era, Brand research, 2015.

[4]. N. A. Wolters, OUTFITTING THE AVANT-GARDE: MEN’S FASHION AND RAMÓN GÓMEZ DE LA SERNA, Hispanófila, 2015.

[5]. S. P. Caldeira, S. De. Ridder, S. V. Bauwel, Exploring the Politics of Gender Representation on Instagram: Self-representations of Femininity, Journal of Diversity and Gender Studies, 2018.

[6]. A. D. Kosnik, Is Twitter a Stage? Theories of Social Media Platforms as Performance Spaces, In A. D. Kosnik & K. P. Feldman (Eds.), Hashtagging Race, Gender, Sexuality, and Nation, University of Michigan Press, 2019.

[7]. M. Marshall, At the Moment of Sputnik the Planet Became a Global Theater in Which There Are No Spectators but Only Actors, Journal of Communication, 1974.

[8]. M. Marshall, Understanding Media: The Extensions of Man, New York: McGraw Hill, 1974.

[9]. A. Denisova, RESEARCH EVIDENCE, In Fashion Media and Sustainability: Encouraging Ethical Consumption via Journalism and Influencers, University of Westminster Press, 2021.

[10]. Français de la Mode, Avant Garde fashion and its political role, September 12, 2019, Retrieved September 28, 2022, from https://www.futurelearn.com/info/courses/understanding-fashion-from-business-to-culture/0/steps/71421.

[11]. L, Luo, The avant-garde and the popular in modern China: Tian Han and the intersection of performance and politics, University of Michigan Press, 2014.

Cite this article

Wang,J.;Zhang,C. (2023). The Research on the Context and Style of Avant-garde Fashion on Chinese Social Media Platforms. Lecture Notes in Education Psychology and Public Media,4,1084-1090.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 3

ISBN：978-1-915371-33-1(Print) / 978-1-915371-34-8(Online)
Editor：Muhammad Idrees, Matilde Lafuente-Lechuga
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.4
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. W. S. Zhang, C. C. Gao, Research on the Interactive Relationship between Fashion Industry and Media Industry, Contemporary Economy, 2016.

[2]. K. Li, Enregistering cuteness of fashion clothes on Chinese social media, Journal of Material Culture, 2021.

[3]. W. J. Liang, Analysis of marketing strategies of fashion brands in the new media era, Brand research, 2015.

[4]. N. A. Wolters, OUTFITTING THE AVANT-GARDE: MEN’S FASHION AND RAMÓN GÓMEZ DE LA SERNA, Hispanófila, 2015.

[5]. S. P. Caldeira, S. De. Ridder, S. V. Bauwel, Exploring the Politics of Gender Representation on Instagram: Self-representations of Femininity, Journal of Diversity and Gender Studies, 2018.

[6]. A. D. Kosnik, Is Twitter a Stage? Theories of Social Media Platforms as Performance Spaces, In A. D. Kosnik & K. P. Feldman (Eds.), Hashtagging Race, Gender, Sexuality, and Nation, University of Michigan Press, 2019.

[7]. M. Marshall, At the Moment of Sputnik the Planet Became a Global Theater in Which There Are No Spectators but Only Actors, Journal of Communication, 1974.

[8]. M. Marshall, Understanding Media: The Extensions of Man, New York: McGraw Hill, 1974.

[9]. A. Denisova, RESEARCH EVIDENCE, In Fashion Media and Sustainability: Encouraging Ethical Consumption via Journalism and Influencers, University of Westminster Press, 2021.

[10]. Français de la Mode, Avant Garde fashion and its political role, September 12, 2019, Retrieved September 28, 2022, from https://www.futurelearn.com/info/courses/understanding-fashion-from-business-to-culture/0/steps/71421.

[11]. L, Luo, The avant-garde and the popular in modern China: Tian Han and the intersection of performance and politics, University of Michigan Press, 2014.

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