Measuring fashion preferences: the mindset of Gen-Z fashion creators in integrating cultural elements of Qipao for cross-cultural contemporary design

This study investigates the fashion preferences of Gen-Z creators to develop a contemporary design that incorporates elements of the Chinese Qipao within a cross-cultural framework. By emphasising Qipao features that represent cultural expression and cross-cultural interaction, this study identifies four key factors: fashion preference (FP), cultural knowledge (CK), fashion behaviour (FB), and fashion cultural interaction (FCI). Focusing on Gen-Z creators, particularly fashion students from Chinese universities with design expertise, the study analyzes data from 250 respondents to evaluate these key factors. The findings underscore the importance of cross-cultural integration, with Qipao features such as collar shape, side slit, and knotted buttons deemed appropriate for inclusion. Four designs that merge the Qipao with the contemporary styles of Pakistani designer Faraz Manan were developed, demonstrating innovative application. This research aims to inspire future designers to integrate cultural elements into contemporary fashion, thereby promoting diversity and innovation.