A Study On The Design Concept Of Branded Clothing In Coat And

Costume contains clothes and decors. As one of the necessaries in daily life, it is one of the earliest human cultural liberalizations. Costume is not only the creation from human wisdom and the progress of human textile science and technology, but also carries human culture, with providing mankind the material and spiritual enjoyment. China’s costume culture is created by generations on the way based on expressing their faith and lift style through costume and carries the philosophy of "the harmony between human and nature". It is a better culture expression blending with Chinese etiquette culture and natural simple life style, which created by absorbing internal implications and external elements of things. Also, it expresses the material and spiritual costume culture. Therefore, the costume fashion blending life style, clothes and morality is created, and gradually become a natural, unique costume culture in history progress.There are many famous designers like Make, Anglia, Fancying etc.in China’s fashion industry. In the development of fashion brand, they has researched plenty of academic on Chinese cultural element, which is based on the concept of "merger between costume and culture". Most of these designers have the spirit of "In the undying in volition, conduct incouncil-chamber", which demonstrates by poet "Lieu" in his poetry "Chen Lean Ciao·Fuji Lao". These designers have made contributions, to the new Chinese fashion development and Chinese culture rebuilt. They do not follow others, do not repeat the surfaced Chinese element. To better build "Chinese · international" brand and make unique design, they based on Chinese national culture, to blend in new design and show the best and confident Chinese costume culture of "merger between costume and culture" and "simple way of reclusive life"Although they have different design style, they have common design concept of "merger between costume and culture" and "simple way of reclusive life". Designer Make indicates the design concept that it is necessary for designers to abandon Chinese external element and keep the internal spirit. Designer Anglicans design has fully express concept "simplicity does not represent simple". Although these designers have different design style, their design concept is nearly based on the charming, unique concept of "merger between costume and culture" and "simple way of reclusive life". Besides, designers like I Wendy, has initiated the concept "simplicity is not simple", which is similar like the concept of "merger between costume and culture" and "simple way of reclusive life". These designers based on this concept build their national, modern, international brand and create multiple style and unique fashion design.The design concept of "merger between costume and culture" and "simple way of reclusive life" has been rebuilt on China’s costume culture. It becomes a special brand style and design concept. Popular brands, which are famous in China, like "useless", "CLAIRE FANG", "MOUSE JI" etc. have explored its own brand influence.This paper focuses on the achievement basic on concept of "merger between costume and culture" and "simple way of reclusive life" as research background, which researched by the designers like Make, Glazing, Fancying, Reshipping etc. Also it combines author’s relative working experiences as fashion designer, and the internship experiences and market research to explore design theory and put ideas into practice.This paper is the summary organized by author in master graduation study program to hopefully start future career. Also it wishes to provide valuable ideas to designers and individuals who are fond of concept of "merger between costume and culture" and "simple way of reclusive life".