This book explores the dynamic landscape of fashion in China since the beginning of the 21st century through an integrated perspective. The book considers key questions related to the changes in Chinas fashion dynamics driven largely by the shifts in the mindset of Chinese consumers due to the current sociocultural contexts. To provide an understanding of these important shifts, this three-part monograph pays close attention to the new generation of Chinese fashion designers and consumers. The book explores in detail related topics such as, how todays Chinese consumers relate to foreign brands, the meaning of apparel brands as identity symbols or cultural signs to contemporary young consumers, the attractiveness of Western fashion designers and brands in the eyes of current Chinese consumers as compared to past consumers, and how brands could adapt to the online-centered consumption behavior. The book serves as an insightful update on the Chinese fashion landscape for researchers, practitioners and passionate followers of its evolution.

Yuli Baiis currently Associate Professor at the College of Arts at Beijing Union University. She gained her PhD at The Hong Kong Polytechnic University and undertook her postdoctoral research at Tsinghua University in Beijing. Her research interests focus on fashion and art collaboration, fashion theory, authentic marketing and dilettante design. She has published a number of refereed research papers in top journals, such as The Design Journal and Leonardo, and industrial articles, all around fashion.
Yingchun Zang, is Professor at Tsinghua University and teaches at the Academy of Arts and Design (1995present). She is the director of Chinas most research-intensive specialist institution of art and design as well as the acting dean for Tsinghua Arts and Design Institute in Milan (since 2018). Professor Zang is also a practising artist and designer who has published a number of research monographs and translated works and dozens of international articles that cover education, research development, strategic leadership and assessment. Her work has contributed to the promotion and advocacy of research in the creative arts, both in China and globally.

Part I: New Generation Design.- 1.Fashion Design in Altermodern China.- 2. Projecting Authenticity Through Cultural Heritage: Chinoiserie of Contemporary Chinese Fashion Designer Brands.- 3. Chinese Contemporary Fashion: A Multimodal Discourse.- Part II: Industry, Creativity, Education.- 4. Live your Best IP - 20 years in Chinese Fashion.- 5. That Which Is Not Taught: A Dialogue on the Creative Workshops, Tsinghua University Academy of Arts and Design, 2006-2019.- 6. The Identity of the Emerging Young Chinese Fashion Designers and the Role of Fashion Design Education.- 7. Fashion Events in China Today: New Models for Fashion Education, Partnership and Promotion.- Part III: Marketing, Consumption.- 8. Are mass-market digital strategies an oxymoron in the luxury fashion industry? Insights from China.- 9. American Products in China: How Much is Made in USA Worth?.- 10. Disclosure of Mainland Chinese Youngsters in Hong Kong: Acculturation and Consumption.