This study investigates the developing directions of fashion illustration and the potential for fashion illustration with Chinese elements in the Chinese market. Experts in this area believe that contemporary fashion illustration faces a huge challenge from fashion photography and that the future of fashion illustration is within digital imagery. This research firstly focuses on the role of fashion illustration in commercial advertisements, and considers whether the future direction of fashion illustration is more likely to develop as an attractive art form in fashion promotion rather than taking the place of fashion photography. Secondly, this paper discusses the feasibility of integrating national culture into fashion illustration through theoretical and practical aspects – a combined approach which is of increasing value to fashion illustration. When applying fashion illustration in transnational promotions, the addition of cultural concepts is a shortcut to get closer to consumers in a specific target market; it helps to meet the aesthetics of local customers and achieve the commercial demands of the market. This research focuses on integrating contemporary fashion illustration with Chinese elements, and develops the process of drawing into a creative thinking mode.
The investigation starts with research on redefining fashion illustration and analysing the evolution of fashion illustration, particularly in the Chinese context. Through the collection and analysis of images, the overview of Chinese fashion illustration in this research fills the gap in materials relating to the history and development of fashion illustration in China. Furthermore, the discussion of Chinese elements and the current situation of contemporary fashion illustration ensures that the basis of the practical work is credible. Information gathered from the interviews and questionnaires is useful throughout the research. A collection of practical illustrations is then drawn and developed, based upon earlier findings. The concept of the 24 Solar Terms – a traditional Chinese lunar calendar that divides a year into 24 time periods – establishes the frame of the practical work. Therefore, there are 24 pieces of illustration included in the collection. Furthermore, various Chinese elements and cultural concepts, which are related to the chosen fashion brands and fashion products, offer references and inspirations and enhance the illustrations’ connotations and value to illustrators and marketers. The feedback from the questionnaire confirms the outcome of this research: that to create fashion illustrations with Chinese elements in a modernised way, which are adaptable to the fashion market, has great value and potential
