The Phenomenon and Case Analysis of "Tuku" Style

Abstract

Since 2016, Tuku (, outdated fashion) style has emerged in Chinese social media and the manifestation of it varies. On the basis of a case study on fashion brand, the aim of thesis was to explore and analysis Tuku style with the main focus on Tuku styles characters and their representation, including the origins and connotation of it. The thesis found that the appearance of Tuku style based on the change of urban and rural structure in China during the millennium, and it has three distinguish characters: localized, retro, rebelious.