Applied Research On Chinese Painting And Calligraphy Elements In Fashion Luxury Design

In recent years,a large number of international apparel luxury brands have flooded into China to seize the Chinese market.Under the background of the continuous integration of new and old marketing models and the increasingly saturated market of apparel brands,the apparel industry has undergone dramatic changes.International apparel luxury brands are rapidly eroding the decline of the local apparel industry,especially the young consumers of millennials,which are guided by Western costume culture and ideological behavior,while paying more and more attention to fashion trends,making Whether it is an industrial model or a clothing design,it must be constantly updated to adapt to changing consumer demands.Chinese painting and calligraphy elements are the most embarrassing part of Chinese traditional culture system.She represents China’s cultural heritage and artistic pursuit.Her long history and self-contained style emphasizes "freehand and expressiveness" and pursues "vigorous and vivid" and "form and spirit".In order to adapt to the consumption habits and needs of consumers in the new era of China,the design of foreign fashion luxury brands integrating Chinese painting and calligraphy elements is an innovative breakthrough in the field of modern fashion design.Incorporating Chinese painting and calligraphy elements into the modern clothing luxury design,for the local apparel brand,it not only absorbs the excellent design of foreign clothing luxury goods,but also plays the role of inheriting Chinese traditional art and classic costume culture.By interpreting the definition of Chinese painting and calligraphy elements and costume luxury goods,this paper makes a detailed analysis of the design principles and design methods of apparel luxury brands using Chinese painting and calligraphy elements.On the basis of this research,we selected the excellent design of the representative luxury brands inspired by the elements of Chinese painting and calligraphy,made an analogy,summarized the analysis,and finally summarized how the local apparel brands should use their own Chinese under the new retail model.The cultural characteristics of the elements of calligraphy and painting create a local original luxury brand that follows the trend of the times and conforms to the development of the industry.