Abstract
This paper explores the status of Chinese fashion media from 2005 to 2015 to understand the role of fashion discourse and information flows in mobilizing activity and meaning in the Chinese fashion industry. By examining ten-year issues of two fashion magazines, Vogue China and iLook, alongside interviews with two fashion media workers, this research reveals that during this period, the diffusion channels for Chinese fashion media are experiencing significant change, with a shift in focus to the presentation of more localized fashion content and the creation of a closer relationship between Chinese fashion media and the Chinese fashion industry. The rise of online fashion media has provided an unprecedented way of engaging Chinese consumers with Chinese fashion, supporting a two-way information flow and a new dimension of interaction. Despite this development, the continuing dominance of fashion retailing and consumption, much of this being comprised of global fashion brands, and the scarcity of fashion professionals in China continue to marginalize Chinese fashion discourse.
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