Fashion in Altermodern China

Fashion in Altermodern China explores the key features of womens fashion in the cultural and political context of contemporary China, arguing that Chinese fashion cannot be fully understood in terms of a Western discourse of modernity, postmodernity, and the global. It adopts the theoretical term 'altermodern' to view China in terms of its rapid modernization, presenting its own rhythms and meanings. The author offers a new perspective on Chinese fashion, arguing that for women in contemporary China, the flux and mix of available fashions is experienced in a more open neutral manner than scholars have previously described.

Format: Paperback / softback
Length: 176 pages
Publication date: 30 November 2023
Publisher: Bloomsbury Publishing PLC

Fashion in Altermodern China delves into the intricate tapestry of women's fashion within the dynamic cultural and political landscape of contemporary China. While global brands and styles exert a significant influence on Chinese consumer trends, the Chinese fashion system possesses its unique internal logic and emerging trends. Adopting the theoretical concept of "altermodern," Feng Jie invites us to perceive China as a nation in rapid modernization, characterized by its own distinct rhythms and meanings. He compellingly argues that Chinese fashion cannot be fully comprehended through a Western discourse of modernity, postmodernity, and the global. By broadening our understanding of the fashion system, Fashion in Altermodern China embraces new developments in global trade, technology, and the fusion of designs and fashion consumption. Through critical readings of Barthes on the "neutral" and Jullien on "blandness," both influenced by Asian philosophies, the author presents a fresh perspective on Chinese fashion. This perspective challenges the notion of trends in China solely as "hybridity," which perpetuates a Western bias and a binary logic of host-recipient. Instead, it highlights more fluid ways in which women engage with fashion in China today. By exploring the interplay between global-local contexts, the book offers a nuanced understanding of how women navigate the ever-changing fashion landscape, challenging prevailing narratives and providing a more inclusive portrayal of their fashion experiences.

Dimension: 216 x 138 (mm)
ISBN-13: 9781350200074