Author(s)

Jiahui Ye, Chenggang Li^*

Business School, Beijing Institute of Fashion Technology, Beijing, China.

With the rapid development of information technology, new media platforms have brought new opportunities for the dissemination and promotion of haute couture, and the new Chinese aesthetics, with its unique cultural connotations and artistic charm, has shown great vitality in the field of high-end custom-made clothing. This study focuses on the application of new Chinese aesthetics in the field of high-end custom-made clothing under the new media environment and its brand management strategies. Through literature review and case study methods, it first discusses the current state of development of high-end custom-made clothing and its impact under the background of the new media era. Subsequently, it analyzes how the integration of new Chinese aesthetics has greatly promoted the prosperity and development of the high-end custom-made clothing industry. The study further explores the embodiment of design concepts in the application of new Chinese aesthetics in the brand by taking “Gaia Legend” as an example. The brand has successfully combined traditional Chinese elements with modern design concepts, used new media tools to enhance brand awareness and reputation, improved consumer experience, and established an effective brand management framework. By comparing this brand with other fashion brands, the study reflects the shortcomings of other brands in integrating new Chinese aesthetics. This not only provides other fashion brands with brand management strategies for integrating new Chinese aesthetics under the new media environment, but also provides insights into the innovative application of traditional culture in the modern fashion industry. Finally, the study proposes future research directions and implications for fashion industry practice.

New Media Environment, New Chinese Aesthetics, Haute Couture, Gaia Legend

Ye, J. H., & Li, C. G. (2024). Innovative Application of New Chinese Aesthetics in Haute Couture under the New Media Environment: A Case Study of Gaia Legend. Open Journal of Social Sciences, 12, 799-809. doi: 10.4236/jss.2024.1211053.