Writings

Journal Publications

The New Representations of Chinese Aesthetic: A Case Study of Four Chinese Fashion Brands

Journal of Textile Science & Fashion Technology, 8(4), July 21, 2021.

Authors

Viahsta Jiyue Yuan, Faculty of Management, University of British Columbia – Okanagan Campus, Canada, Magnum Man-lok Lam, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China, Eric PH Li, Faculty of Management, University of British Columbia – Okanagan Campus, Canada, and Wing-sun Liu, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, China

Abstract

Fashion is widely recognized as a mirror of contemporary culture, as it not only reflects the socio-cultural conditions of the time but also shapes social preferences and lifestyle. Consequently, by determining the next lifestyle trends, fashion designers play a central role in this cultural production process. This paper focuses on four Chinese fashion designers and brands and their role in representing and reinterpreting Chinese culture through their collections. Our findings show that Chinese fashion designers have adapted various symbols from different subsets of Chinese heritage culture in their designs. At the same time, the contemporary Chinese fashion designers are taking an active role in recreating the representation and interpretation of Chinese culture through their design process. Through these four case studies, we identified four sources of aesthetic production and the mechanism of cultural production of Chinese aesthetic. Our study thus advances the current understanding on fashion and cultural heritage in the marketplace.

Conference Proceedings

Democratization of Fashion: A Study of Co-Creation of Cultural Heritage

Association for Consumer Research Conference Proceedings, 796. (2015)

Authors

Eric Li, University of British Columbia, Canada, Wing-sun Liu, Hong Kong Polytechnic University, Viahsta Yuan, University of British Columbia, Canada, Elita Lam, Hong Kong Design Institute, Magnum Lam, Technological and Higher Education Institute of Hong Kong

Abstract

This paper examines how fashion designers incorporate cultural heritage in their designs. Through analyzing four Chinese fashion brands we identified three themes that related to the co-creation of heritage and aesthetics, and the democratization of fashion. Our study advances the current understanding of fashion and cultural heritage in the marketplace.

Work in Progress

Effective Implementation of Virtual Reality Technology in Art Museums – A Study from Managerial Perspectives

2017 - On going

Author Viahsta Jiyue Yuan

Abstract

It is not new to see art museums and galleries implement virtual reality and augmented reality to enhance visitors’ experience. However, very few studies have been conducted to particularly examine the implementation of virtual reality technology in a museum context. Considering customers’ demand, will museums be benefited from such technology and better satisfy visitors? Given the fact that virtual reality technology is being used to create an immersive cultural environment to help understand cross-cultural differences (Bucolo, 2004), will this technology foster “edutainment” and create a competitive edge? This paper aims to answer these questions through a consumer survey and an in-depth interview with the Amon Carter Museum of American Art. As many art museums aim to deliver a better experience and enlarge visitors’ value proposition, examining the situation from a demand-oriented perspective will provide some insightful views to the management of VR technology in museums.