THE LATEST MODIFICATIONS IN CHINESE CLOTHING CULTURE - THE WAY TO INTEGRATE INTO THE GLOBAL FASHION INDUSTRY

Aim. To substantiate an innovative model in modern Chinese clothing culture based on the transition from conservative costume design and fashion to creative combined technologies of multicomponent combination of textured materials, which a) meets the new market and social demands of Chinese society and b) opens up attractive ways to integrate Chinese clothing culture into the global fashion industry. Methodology. The research procedure and methods were used: comparative-analytical methods of analysis of design, decor and symbols of the main forms of innovative design in the Chinese clothing culture, which allowed to reflect new concept images in the industry of costume and fashion; applied research methods-to study the multifunctionality of fur materials in relation to current fabric materials; the method of forecasting poslavski comprehend to consider the prospects of clothing materials of natural (natural) and artificial (synthetic) origin in line with their demand in the global fashion industry; a contextual approach is allowed to reflect on new and creative trends in the field of innovative design, cutting-edge technology and “branded policy” on the inside (the Han Chinese) and external (global) consumer market; - The general conceptualization of the topic is achieved by referring to general philosophical methods (dialectical, phenomenological, cultural - historical, etc.) for a holistic reconstruction of the phenomenon of modern costume fashion in Chinese culture. Results. 1) based on the quality of the specifics innovative design trends justified the technology of multi-component combination and the combination of fur and multimaterial as the most promising in the development of the fashion industry in modern China; 2) the proposal for development of technology mixed fashion design as a high priority at the stage of transition from traditional design fur garments to the innovative model of a mixed type, that signals a new philosophy and psychology culture clothing. Research implications. The work contains the author’s recommendations related to the philosophy and psychology of clothing, aimed at optimizing the current directions of industrial production of national costume; studying the consumer market, demand and supply for fur trend fashion; generalization of various methods of mixing fur and multi-materials and on this basis, the author’s method of combining various styles of materials with fur is developed and proposed

Chinese clothing culture, innovative design, creative technologies, trend “fur fashion”, multi-materials, style specifics, multicomponence, combination, consumer market

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