| According to the transformation of aesthetic conception and changes of social needs, contemporary fashion brands begin to combine arts and commercial exhibition in order to meeting the personalized demands as well as explore the brand image and concept construction using artistic language, which provide opportunities for interpenetration of installation art and fashion clothing.In this study, it puts forward the claim that installation art, as a form of art crossing the boundaries of both "commodities" and "arts", integrating art and business, design and culture, and products and demonstrations helps to break the deadlock of contemporary fashion brand homogenization. Moreover, it is a beneficial attempt to achieve the operability of the overall planning of fashion design, and it explores the most effective form of installation art in clothing industry. The purpose of installation art is to facilitate the transformation of clothing design from meeting the basic functionality, efficiency etc. to constructing clear brand image and concept and establishing the way of thinking and cross tool for product design and marketing, using creative methods and artistic language.The main research achievements of this paper include:1. Analyzing the influences of installation art on shape, craft, and creation techniques from "installation material" and "installation thinking", providing new methodologies for homogeneous "differentiated" competition, and establishing train of thoughts for the systematic exploitation of fashion design and marketing2. Demonstrating the claim that the variability of installation art provides customers with specific mode, direction, and integrated artistic experience with interaction as well as participation3. Putting forward constructive advices, such as making installation light weighted, easy-to-copy and easy-to-proliferate, based on consideration of practical significance of putting installation art into practice in the areas of fashion design and promotion. |
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