"self" And Clothing

Taking the Psycho-analysis "Ego" theory as a viewpoint and the related scholarly research achievement as the platform,this paper interprets respectively the relations between the "Ego" and the clothing role,the "Ego" and the clothing design,the "Ego" and the clothing brand culture.At the same time,the paper discusses the dressing Psychology and the reason of the clothing design.Attaching attention to the meaning of "Ego" in the Psycho-analysis and the clothing,the paper Elaborates the theory of "Ego","ID" and "Super-ego".Then,the paper discusses the relation between "Ego" and seven different clothing roles.People play different kinds of social roles in different social environments.As an external performance of "Ego" the clothing show a visual clue to the public so that seven clothing roles are formed:the showing role,the revising role, the changing role,the unreal role,the hiding role,the guiding role and the Camouflage role.Besides,the paper analyzes the relation between the "Ego" and the clothing design. Firstly,the "Ego" of consumers is the basic point of clothing design.The design of the style,the color and the fabric should take the consumers' "Ego" culture,"Ego" design idea,"Ego" style as foundations.Secondly,the clothing designers should portray consumers' social images through the "Ego".Only value the "Ego" of the consumers can the designers stand in an impregnable position in the competitive market.The end, this paper analyses the relation between the "Ego" and the clothing brand culture. Taking the "Ego" theory as foundation the paper reveals that the brand-culture mold of the clothing should tally with consumers' "Ego" to meet consumers' "Ego" need.