Fashion Style in Chinese Fashion Magazines 「Shanghai Style(上海服飾)」

중국 패션잡지 「상하이스타일(上海服飾)」에 나타난 패션스타일

  • Received : 2015.09.30
  • Accepted : 2016.03.20
  • Published : 2016.04.30


Research on changes of Chinese women's fashion styles was conducted through analysis of fashion images and articles in Chinese fashion magazines since 1980s. Through the fashion magazine research centered on Shanghai, the most developed commercial city having a great influence on the entire fashion industry in China, it examined Chinese fashion styles by period so identified a developmental process of Chinese fashion styles. Based on general understanding of Chinese fashion magazine industry, case study was conducted on "Shanghai Style(上海服飾)". After analyzing 1100 fashion images by period derived from 245 volumes from 1985 to 2013, this study compared fashion styles in 4 periods and analyzed the developments of Chinese fashion styles. Findings from the case analysis based on the classification of fashion styles are as follows. In the early editions, images to give a visual stimulus and express styles more intuitively were frequently used with reported articles. As for the general change of the style in "Shanghai Style(上海服飾)", expression was done centered on casual wear with gradual disappearance of formal wear. There was a tendency entire atmosphere of the style became romantic. Through a comparative analysis between Chinese fashion styles having such developmental characteristic and the global fashion trends, this study identified special characteristics of Chinese fashion style changes. As for common characteristics, firstly, both have a tendency to change into the coexistence of various styles rather than popularity of certain style. Secondly, style was expressed gradually centered on casual wear.


China;Shanghai;fashion magazine;fashion style;Shanghai style(上海服飾)


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Grant : BK21플러스

Supported by : 서울대학교