A Brief Analysis Of The Influence Of Youth Culture On Contemporary Fashion Brands

Youth culture is a collection of popular cultural forms among young people,presenting a complex cultural structure from group psychology,values and spiritual needs to lifestyle,aesthetics and consumption behavior,etc.Since the 1950 s,youth culture has always had a profound influence on the fashion industry.It pursues spiritual core and is keen to show self-attitude,and presents them in fashion styles,creating a wave of youth cultural trends that are closely related to avant-garde art and fashion.Since the the 21 st century,with the rapid development of internet-based social media,contemporary youth culture has been characterized by increasingly diversified ecology and rapid change.At the same time,a large number of youth cultural elements emerge in fashion brands,and more and more street fashion products take youth culture as the brand gene.In addition,youth culture is also applied in more different scenes.With the cultural trend of youth,fashion and individuality,youth culture walks in the edge and the center,the minority and the public,becoming the source of inspiration for driving innovation,highly favored by capital,and showing a leading trend evidently.Generational change background is presented in this paper.Based on the 1920’s,the fashion brand under the influence of the youth culture and the evolution of the style of study,summarizes the profound influence of the youth culture of fashion,and presents the characteristics,analysis with the genes of youth culture fashion brand of cultural value,social value and economic value,and the associated development of youth culture and fashion brands was discussed.