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To Innovate Chinese Artistic and Popular Culture and to Create Design and Brand of Fashion Products

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DOI: 10.23977/emsshr.2019.013

Author(s)

Wang Shiyin, Qiang Mo

Corresponding Author

Qiang Mo

ABSTRACT

On the basis of studying and combing out traditional cultural elements, this paper pays attention to the cultural connotation of Chinese classical design, updates the concept of innovative design, and reflects the cultural consciousness and self-confidence of artistic design and inject and applies national cultural elements to the design innovation practice of fashion art derivatives in order to explore the possibility of establishing a brand operation in the fashion art derivative market. The research method adopts the status analysis of domestic and foreign art and fashion design products, takes successful brand cases as examples, analyzes and discusses the design of representative popular logo products from the perspective of overall understanding and the whole environment, explores new design innovation methods, and puts forward theoretical basis for innovative brand strategy planning. Under the present background of cultural communication and the exchange of the sharp collision, problems that it is worth us to think mainly include the traditional craft and modern pop art, folk tradition and regional culture, the progress of science and technology and the humanities spirit, etc. These knowledge will undoubtedly directly affect people's real life and consumption idea, at the meanwhile, it can inspire creative inspiration and designers of fashion product innovation, and can become the art designer innovation inexhaustible creative driving power.

KEYWORDS

The Method of Innovation, Fashion Cultural Products Derived from Art, The Construction of Brands, Core Value in Brand

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