Fashion Design Based on Cross-Cultural Communication

Abstract

The purpose of this research is to explore the cross-cultural communication perspective with fashion design as the method and China and Thailand as real examples. The design objects are: take Chinese LONG (Dragon in Chinese) and Thai NAGA as cases to study how fashions, as a medium for spreading culture, are able to do crosscultural communication. This study will adopt qualitative research methods which are specifically: (1) Collect the tangible and intangible values of Long and Naga; (2) Design a workshop combining research methodology: focus group and in-depth interview. (3) Apply qualitative analysis to analyze the results; (4) Incorporate the conclusions into the concept of fashion design. The completed tasks include: (1) Research objective cognition of stakeholders in referent cultural backgrounds; (2) Extraction of design concepts on Long and Naga based on stakeholders’ cognition; (3) A demonstration of the new methodology which can be used for fashion designers to effectively extract code in the background of cross-cultural communication. The conclusions can be used to explain: how to extract the design concepts of fashions in the background of crosscultural communication; and how fashions can help reduce misunderstandings in cross-cultural communication. The research can be established as a model for other related disciplines and fields.