The Research on the Context and Style of Avant-garde Fashion on Chinese Social Media Platforms

Abstract

The way the general public comprehends, and processes fashion has evolved as a direct result of the proliferation of social media platforms, particularly the growth of the "influencer" profession, which has steadily eroded the once-dominant position of fashion magazines and editors. This study does more than only close the gaps in the knowledge of avant-garde fashion's communication and style; it also delves into the curious phenomena of niche fashion trends shared on Chinese social media. The authors analyzed the contexts of fashion-related influencers on TikTok and Xiaohongshu, like @AHALOLO, @MetaArchive, and @Instantly to fill the gaps in the understanding of fashion subcultures. The study also addressed the phenomenon of "viral" fashion trends on Wechat, Bilibili, and Tiktok. It concluded that the continued existence of labels is primarily attributed to the media's efforts. By increasing brand awareness, audience engagement, customer service, advertising income, and app downloads, media has helped firms keep their operational costs and revenue high. As facilitated by new media, the rapid and varied dissemination of fashion ideas may increase both their societal and consumer worth. The exchange of knowledge made possible by new media is assisting the fashion industry in meeting the demands of its customers. Improved fashion industry demand forecasting and production planning may result from better internal communication and consumer assessment.