Counterattack Five Fast Fashion Prejudices! High Street Fashion Will Become Mainstream?

Li Chaode, Dean, School of art, Soochow University

Host Wang Jiahui

On the other hand, it is China.

Prejudice 1: changing new clothes frequently is a waste of resources.

Reporter: in the era of low carbon and environmental protection, the multiple use of resources is regarded as a fashionable green lifestyle.

Often changing the new fast fashion concept is no doubt against this kind of environmental appeal.

Is it a waste of environmental protection to change clothes frequently?

Li Chaode: fashion is originally a preemptive step, and the development of communication and fashion media has accelerated the popularity of fashion.

There is no contradiction between the popular trend and the so-called environmental protection concept. Environmental protection can be achieved by developing new materials, reducing carbon emissions and pforming old clothes.

The formulation of confrontation between environmental protection and fashion consumption is not conducive to the development of fashion economy.

Prejudice two: no pillar, it is difficult to become a brand.

Reporter: fast fashion often achieves rapid product renewal through the overall collaboration of the design team, but lacks the master designer like the international brand.

Will this affect the design quality of fast fashion?

Li Chaode: the participation of famous teachers in design is more about brand marketing.

A famous teacher is not a panacea. I am not superstitious.

However, the possession of design wisdom is not all the patent of designing famous teachers.

The design quality of fast fashion is compatible with the aesthetic taste of its target consumer group.

Prejudice three: fast picking board is vanishing design.

Reporter: fast fashion is often criticized as "plagiarism" and "lack of originality". Will this bring a bad wind to Chinese design?

Li Chaode: fashion is fashion and fashion. Popularity is imitation of a certain degree. Without imitation, there can be no fashion and fashion.

There has been controversy over the protection of intellectual property rights in costume design.

I think a fashion design trend, once public, is already a public product.

Of course, technological innovation in clothing design and fabric design is another consideration.

Prejudice four: fast fashion sacrifices product quality.

Reporter: with the maturity of consumers, the sense of quality has become a necessary demand.

How can we balance the contradiction between cost, speed and quality of fast fashion products in the case of rising raw material and labor costs?

Li Chaode: the requirement of clothing quality is raised with age and time, according to people's aesthetic requirements.

Raw materials, costs and prices are extremely important factors affecting the quality of clothing.

The core of luxury brands is quality.

Imitation is always imitation, and it can not be hoped that the quality of luxury brands can be bought at popular prices.

Prejudice five: fast food will disappear in the future.

Reporter: some people think that fast fashion represents the clothing fast food is destroying the quality of fashion, and is not conducive to the development of Chinese fashion. Do you think that the fast fashion trend will disappear or continue? What are the advantages that Chinese enterprises should learn from this shock?

Li Chaode: I don't think fast fashion will disappear. What is the quality of fashion? If it only refers to the uniqueness of fashion design, what is the popularity? The key to China's fashion is the level of Chinese economic development and the cultural influence based on it.

Others are non mainstream issues.

It is useless to talk about fashion and fashion under the present conditions.

Of course, it is not that we do not work hard, on the contrary, it is our efforts to accelerate the establishment of fashion design discourse right in China.

In this process, we need to always bear in mind that design is the soul of clothing enterprises.