NTU IFB FINAL YEAR PROJECT STAGE 1

Explore the exclusive and unique Fashion Style in Hong Kong

Localization Localization of of Korean Korean Fashion Fashion Style Style in in Hong Hong Kong Kong

Nottingham Trent University School of Art & Design Hong Kong Design Institute

ba

ifb

2018 / 2019

Module: Fashion Concepts & Innovative Project

IVE

Module reference: FASH30006 Module Leader: Cassandra Ng

Fashion Concepts & Innovative Project Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed …

……(LAM KA YAN)……..…………………………

Date ……….…………………27th January, 2019………………………………………………………………

(Word Count:__1586 ______)

01.

Introduction

02.

Literature Review

Background Purpose and Aims

First taste of Westernisation Western Culture inuence fashion

03.

Proposed Research Methodology

04.

Expected Outcomes

05.

Work Plan

06.

References

07.

Bibliography

Content

1

Introduction In recent years, the culture come from the Asian and Western country are rapidly have an impact on the fashion style in Hong Kong. Hong Kong always named as a multicultural city (Jingan. Y, 2013). Western and Eastern culture can be form together into a mixed culture. Those country like Japan, Korea and American are more easily to influence the lifestyle of Hong Kong people. To take an example of other country, Japan have Lolita, Harajuku fashion. School look and unisex street fashion can be easily found in Korea. Mature, sporty and casual are required to the fashion style of American. For the fashion style, Hong Kong do not have a very unique style, most of the people are following other country style.

B

ackground

Fashion style is influenced by the historic culture. The changing fashion in Hong Kong will be started in the early 20th century, Hong Kong became the colony by British and under their rule . The British culture had an impact on the lifestyle of Hong Kong. The design of the architecture is full of Edwardian style, and some of the buildings can still be find in Hong Kong nowadays. For instance, Murray House and Dr. Sun Yat Sen Museum. For daily life, the afternoon tea and horse racing culture was affected by the British government.

Apart from that, the Chinese culture are still remarkable for the Hong Kong people. Since the economic was developing at that time after the world war II, people are not very rich. Most of the Hong Kong people were farmer and the fish men. Those working class do not care much on their dressing style and they are more consider on the function of clothing. They mainly dress “samfu” and it is a traditional Chinese outfit from the Qing dynasty (Foreman. B and Li. Z, 2010). “The two-piece outfit comprises an upper garment called a sam (meaning “shirt” or “blouse”) and a pair of trousers referred to as fu (Ho. S, 2013).” It looks like a kind of pajama but Hong Kong people will also wearing it for the outdoor activities.

For the general public, the Western clothing were still a little bit new and bizarre for them , so that the Western dressing style are not very popular among the Hong Kong people. Most of the people were from the working class and they will not spend much on their clothing and even not to dress in a Western style because it requires more money compare with a Chinese samfu.

People who wear the western clothes were mainly came from the upper class, wealthy family and also the people which worked with the foreigners. People started to wear more formal dressing. Women wore the quan ao and men wore the Zhongshan-style suit. “Quan ao” is a jacket at the top and also come with a skirt. “ With buttons up the neck, a turned-down collar and four symmetrical pockets (Zhangxu. 2011)” is the special detail for the Zhongshan-style suit. It is also known as the Sun yat-sun suits as to memorialize him for leading the revolution against China's imperial rule (Zhangxu. 2011). But the fashion changed very quickly at that moment, qipao and changpao became a common dress by the women and men respectively. For the original qipao, it had a loose cut and A-line silhouette design and not to focus on waistline. It was similar with the changpao for men, and used to be a signal for equality of the sexes.

But Hong Kong people consider qipao as a stylish dress rather than the meaning behind.

After that, cheongsam were popular among the women. Cheongsam is akin to the qipao, but there are still have the difference between qipao and cheongsam.

The design of the cheongsam was influenced by the western style. It has a tight-fit cutting and hourglass silhouette in order to show the waistline of the women body. People wore cheongsam with the Western accessories like overcoat and scarf (JINGJING. 2006). It is showed that the Western culture was started to influence the fashion style of Chinese clothing at that stage.

P u r p o s e & A i m s

It is proposed that the project is to investigate the fashion style in Hong Kong as it do not have an specific identity for that . So it is recommended to understand the background within Hong Kong context and explore more on the uniqueness as to find out the required elements that can be form into the own fashion style in Hong Kong. Furthermore, it is essential to state the importance for Hong Kong to have the own identity of fashion style and then promote it to the general public.

2

Primary Literature Review

First taste of Westernisation

From the past, “Hong Kong people started to wear Western style fashion on a mass scale from the late 1960s (Chan, H, N , 2000) . � It was related to the economic development in Hong Kong , the standard of living was still improving and developing at that time. The clothing was used to reflect the social status of people. After the craze of cheongsam, the low working class people still wearing samfu at the beginning in 1950s while the women from middle class will wear the cheongsam. It was totally different situation for men, their dressing style was influenced by the Western, the formal suits include white shirts with ties and black trousers became their standard work wear for the middle class businessman(Chan, H, N , 2000). The men always get in touch with the Western people for their export and import business and they try to pander them by wearing the suits instead of the traditional changpo.

Western Culture influence fashion The western culture overtook Chinese style (Chan, H, N , 2000). With the Hollywood films and pop music culture came in from the Western (Hong Kong Memory, 2012 ; Chan, H, N , 2000), it had strongly influenced on the fashion style of Hong Kong people. Due to the celebrities and a lot of advertisement shown on the mass media, people became open-minded to the fashion. The mod look was the popular trend at that time, dot pattern and the pastel colour clothing can be easily found on the street (Tam. A. 2014). Besides, trench coat, short pants and knitwear started to appealing in the womenswear market (Tam. A. 2014). There was a big difference between the traditional clothing and the Western fashion, people consider on the function and the fabric with the traditional clothing, but Western clothing are more eye-catching and focus on the appearance on how they can dress to be good-looking person. Their fashion style had changed because of the effect of the mass media and advertisement, and the appear of the department store convince people to consume on the Western clothing. People also follow the celebrities shown on the films and poster and wearing in Western style , as the Western style are more stylish and modern compare with the traditional chinese style.

3

Proposed Research Methodology

There will be qualitative and quantitative research for the methodology. For the qualitative, it is suggested that observation on the street as to see the fashion style of different generation. And also there will be the interview for them, video or voice recording is required within the process. The interviewee will be select from generation x,y,z in order to have a understanding on how culture from other country has an impact on different generation.

On the other hand, it is recommended that the online questionnaire and in-depth interview will be the quantitative research. The questionnaire is use to collect the data and for further analysis. The possible question include what makes them follow and impersonate the style from other country and what factors they concern when they develop their fashion style. For the in-depth interview, the interviewee will be around three to five people in total. The question will be mainly asking their opinion on what they think about behalf on Hong Kong fashion style.

4

E

xpected Outcomes The expected outcomes for this project will be promote the Hong Kong fashion style to the local citizens. It could be starting up with an online platform that introduce and provide all the relevant information about Hong Kong fashion style .

Also apply the idea into a business plan and cooperate with the local brand as they are target to the Hong Kong customer, so that they would be interest to find out what Hong Kong fashion style is.

Therefore, the required local brand can apply the idea and produce the relevant outfit and collection, as to promote the Hong Kong fashion style to general public.

Work Plan 8/2 research more on literature review correct the content of stage 1 doing qualitative research (Street interview/ cool hunting) setting up the question for the online questionnaire doing online questionnaire collect the data from online questionnaire doing in-depth interview (face-to-face/ phone) collect all the information and data from qualitative &quantitative research preparaing the research report print out the research report

11/2 12/2 15/2 16/2

21/2 24/2 25/2 8/3

For the Secondary research, looking for more relevant literature review is needed.

For the primary research, there will be street interview, online questionnaire and also the in-depth interview. After correcting the content of stage 1 with the feedback from the supervisor, street interview will come first. After that, thinking about the question of the online questionnaire is very important as it is used for collecting the data. The online questionnaire will be hold around five days as to allow more people to complete it.

The in-depth interview will be start after it and it also suggested to finish within five days. More time arrange for the interview, it can generate a better quality of the conversation and information that can help with the project. All the research data are collect for analysing in the research report.

5

References

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Jingan. Y. 2013. Hong Kong is multicultural; don't let anyone tell you otherwise.

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Foreman.B and Li.Z. 2010. Tai Hang's most stylish granny. [ONLINE] Available at: http://travel.cnn.com/hong-kong/life/tai-hangs-most-stylish-granny-635206/.

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Ho. S. 2013. Samfu. [ONLINE] Available at: http://eresources.nlb.gov.sg/ infopedia/articles/SIP_2013-09-27_175007.html. [Accessed 24 January 2019].

Valery M. G. 2018. ‘The Samfu in Rural Hong Kong’ Costume, Vol. 25, pp.89-95 Zhangxu. 2011. Sun Yat-sen Suits Still in Fashion. [ONLINE] Available at: http://english.cri.cn/6909/2011/10/04/2021s661285.htm. [Accessed 24 January 2019].

Lau. J . 2010. History of a Dress, Chinese Style. [ONLINE] Available at: https:// www.nytimes.com/2010/08/31/fashion/31iht-FDRESS.html. [Accessed 25 January 2019].

JINGJING. 2006. History of Qipao & Qipao v.s. Cheongsam. [ONLINE] Available at: http://ancientfashion.blogspot.com/2006/03/history-of-qipao-qipao-vs-cheongsam.html. [Accessed 25 January 2019].

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Lee, P, T. 2001. Hong Kong Reintegrating with China: Political, Cultural and Social Dimensions Hong Kong University Press Chan, H, N. ‘Fashioning change: nationalism, colonialism, and modernity in Hong Kong’ Postcolonial studies, 2000, Vol. 3, p.299 Hong Kong Memory. 2012. Fashion. [ONLINE] Available at: https://www. hkmemory.hk/collections/MemoriesWeShare/life_overview/ fashion/index.html. [Accessed 25 January 2019].

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