Study On The Comparative Development Of Subculture And "Guochao" Of Cutting-edge Designer Brands

In recent years,a large number of new and cutting-edge designer brands have entered the market,which have attracted the attention of consumer groups.With the proposal of "Chinese spirit" in 2013,the brand style and brand culture of China’s new and cutting-edge designers are increasingly closely linked with Chinese culture.Designers based on "Chinese culture" created the concept of "Guochao" which belongs to "China".In the process of exporting to the world,it combines with the subculture of western culture and becomes more cosmopolitan.At present,the state of mutual support between the subculture and the "Guochao" of the cutting-edge designer brands not only supports the cultural heritage and customer recognition of the brand,but also lays a good foundation for the establishment of the theoretical system of Chinese fashion.It is mainly reflected in the following aspects: the minority attributes of subculture,such as "resistance" and "stylization",endow "Guochao" with vanguard and foresight;"Guochao" has the advantages of cultural resonance in China’s local market and Chinese consumer groups,which can drive the "marginalized" subculture to achieve the purpose of Chinese style growth;the high recognition of "Guochao" from the perspective of China,It can help the "sharp" subculture to expand the audience.This paper takes the new form and new angle of Chinese and Western subculture combined with Chinese "Guochao" fashion to further improve the framework of Chinese style growth of subculture and the multi-directional influence of subculture on "Guochao".In the cutting-edge designer brands,the form of "Guochao" combined with subculture is mainly reflected in the "experimental" innovation of brand design elements and products Brand promotion model innovation,very rich in diversity changes.In the innovation of brand design elements by "Guochao" and subculture,the "redesign" form after the combination of the two is frequently used,including Chinese "Chinese character" element combined with subculture "graffiti","Chinese painting" element combined with subculture "collage",Chinese style modeling combined with subculture "Deconstruction".Through the comparative analysis of the different combination ways of "Guochao" and subculture,it is found that the combination of subculture and "Guochao" has a guiding effect on the future development trend of China’s cutting-edge designer brands,and has a certain role in promoting the globalization of Chinese fashion.Through the comparative study on the innovative application of subculture and "Guochao" from different angles in the new and cutting-edge designer brands,this paper analyzes the "experimental" innovation that the combination of subculture and "Guochao" can give to the cutting-edge designer brands,which will not only constitute the road development of the cutting-edge designer brands,but also help to promote the cutting-edge designer brands to get rid of the "old domestic products" Dimension model.The innovative form of "Guochao" combined with subculture in the brand of new and cutting-edge designers will be the key to break the traditional shackles of Chinese traditional culture,the cornerstone of building a brandnew development route for Chinese new designers in line with the internationalization,and a new opportunity for China’s fashion to break away from the "limitation" of Asia and lead the international fashion discourse power.