Rebranding 'Made in China' to 'Created in China': The Changing Role of Shanghai Fashion Cluster and its Fashion Designers

Abstract

My final dissertation analyzes the Shanghai fashion cluster, its respective fashion designers, and their role in rebranding from ‘Made in China’ to ‘Created in China.’ In recent years, Chinese fashion has undergone a remarkable transformation, challenging the negative stereotypes associated with the concept of ‘Made in China.’ This metamorphosis has been mainly driven by Shanghai's vibrant fashion cluster and the talented designers operating there. Instead of being limited to the role of a large-scale production center, Shanghai has emerged as the epicenter of innovation and creativity in Chinese fashion. The concept of ‘Created in China’ gains ground through this ferment of ideas and styles, redeeming Chinese fashion from old prejudices and positioning it at the center of a global movement toward originality and quality. The first chapter of this thesis assumes a predominantly definitional function, with the primary objective of elucidating fundamental concepts that will be later explored in the following chapters; in particular, I have outlined the meaning of Chinese fashion, Cluster and Creative cluster, and ‘Made in China.’ The second chapter then continues with an in-depth analysis of the Shanghai Fashion Cluster, understanding its genesis, main features, and structures. This chapter explores the various organizations, educational institutions, and events contributing to the cluster's vibrancy. Particular emphasis is placed on the role of fashion designers within the Shanghai Fashion Cluster, highlighting their contribution to innovation and shaping the future of Chinese fashion. Finally, this thesis's third and final chapter will focus on individual designers within the Shanghai Fashion Cluster, profiling emerging and established talents. It investigates the influences, collaborations, and agencies that define their work, focusing on their role in rebranding from ‘Made in China’ to ‘Created in China.’ In allocating significant space to case study analyses, this study aims to provide in-depth insights into two selected cases involving Chinese fashion designers Wang Yiyang and Ma Ke. Through the distinctive characteristics of their approaches to fashion, both fit harmoniously into the emerging narrative shaping Chinese fashion. This narrative is marked by critical elements such as innovation, creativity, and sustainability, thus helping redefine the fashion image associated with China.