Abstract
Popular media celebrates the iconic Hong Kong dress - the cheongsam;
yet, its existence is threatened as Hong Kong's population of master
tailors is rapidly dwindling. Hong Kong's fashion identity is closely
intertwined with the changing patterns of the global fashion industry.
Hong Kong once buzzed with factories supplying the world's wardrobes,
but recent developments resulted in the loss of its manufacturing base,
and as fashions changed the once ubiquitous cheongsam was consigned to
fashion history. With the recent focus on heritage and slow fashion,
making has become a key component in fashion marketing. Companies in the
United Kingdom and United States are reviving old brands and launching
new ones, using abandoned industrial equipment and reinvigorating local
economies. This increased focus on country of origin, artisanship and
sustainability also offers opportunities for Hong Kong to reposition
itself, and this article surveys the contemporary fashion landscape in
order to inform a debate on cultural heritage in fashion and its
marketing.
| Original language | English |
|---|---|
| Pages (from-to) | 241-255 |
| Journal | Clothing Cultures |
| Volume | 2 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 1 Sep 2015 |
Keywords
- Hong Kong
- cheongsam
- tailoring
- fashion marketing
- intangible cultural heritage
- city branding
- country of origin
