Ma Ke and ICICLE are two examples of Chinese contemporary luxury fashion which aim at embracing sustainable practices throughout their work. Through their examples, this thesis wants to show that...Show moreMa Ke and ICICLE are two examples of Chinese contemporary luxury fashion which aim at embracing sustainable practices throughout their work. Through their examples, this thesis wants to show that Chinese designers and brands constitute a major springboard for establishing a global model in sustainable fashion. Simultaneously, it seeks to dismantle the widespread stereotypes portraying Chinese fashion designers and brands as mere copycats of Western trends, as well as stereotypes describing Chinese fashion as a product of fast fashion. The literature review first explores the concept of ‘fashion’, and then delves into the different models fashion can take, namely fast fashion, sustainable fashion and luxury fashion. Finally, it assesses the degree of sustainable awareness in China, as well as highlights the crucial role of Chinese fashion designers and brands on the global scene. Then, the analysis of Ma Ke and ICICLE demonstrates that Chinese designers and brands have already been actively working towards embracing sustainability since the late 1990’s, and have further taken their designs to Paris as a way to successfully display their designs and practices. Nevertheless, despite similar visions of fashion and approaches to the environment, designer Ma Ke and brand ICICLE carry different purposes and philosophies.Show less
