Overall, in a global context of fashion and appearance communications, there may be a diminishing sense of locality and cultural identity in young females’ fashion in Hangzhou. Especially, The Internet and mass media have become a major influence for young females’ fashion in the city.
The changes during the recent twenty years have changed consumers’ concept for fashion from the pursuit of being fashionable (shimao, 时髦) to being stylish (youxing, 有型). Multiple looks with a variety of stylistic influences have been stripped from Hangzhou and have become part of a large fashion influence process. Among these styles, the Korean style from Korean drama is the most popular for young females in Hangzhou at present because of the innovativeness, unique styling and coordination.
Online fashion celebrities such as famous bloggers, stars, and Taobao shoppers using SNS play the same role as a Korean actress in Hangzhou. Through the understanding of a particular style such as vintage, hip-hop and punk, and online fashion celebrities emphasize the coordination of different fashion items and accessories as well as the importance of wearer’s body and skin. They believe that coordination and wearer’s body make an outfit suit with individual character traits.
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