The Fashion Spread Of Zhuang Brocade As Anartistic Image

The ZhuangBrocadein Guangxi province is a traditional ethnic handicrafts in China, originated in the Song Dynasty. People of the Zhuangethnic minority are good at singing and dancing.Theyused cotton, linen or silk, to weave their lives, work and myths in the brocades as a moral good luck totem and spiritual sustenance. Additionally, ZhuangBrocade was also an everyday essential household items for Zhuang people and, moreover, ancraftsmanshipexclusivelyinthe women’s hands. But in the late Qing Dynasty, ZhuangBrocade began to go downhill. The new products and fabrics as well as more advanced technology dominated the market, This traditional handcraft then became difficult to inherit and innovate. Its spread and influence is gradually weakened.People’s awareness of Zhuang Brocade was gradually fading. Now, the only official body closely related to this handcraft is just ZhuangBrocadeFactory in JIngxi.This research studies Zhuang Brocade as an ethnic cultural symbol, combining theories ofmass communication, brand communication and advertising. Besides a detailed review, different approaches including comparison, case study and field work are also applied to collect and sort out information about the history of Zhuang Brocade, the composition of its artistic image and the problems that occur in its communication. In the perspective of fashion communication, this research tries to build up the core artistic elements of Zhuang Brocade, and based on that, to provide strategies for Zhuang Brocade’s communication, so as to put the inheritance and protection of this ethnic symbol up to the height of cultural branding, to reshape a more regional and humanistic artistic image, and to make it an influential cultural icon for Guangxi Province.