基于设计师主体性的服装品牌文化建设对策研究

Research on Countermeasures of Cultural Construction of Clothing Brand Based on Subjectivity of Designers

服装品牌与设计师的风格是有机的统一体,品牌需要设计师的诠释,品牌文化满足着设计师风格的审美追求。阐述了服装设计师主体性内涵和发挥其主体性的必要性,通过主体与客体的实践辩证关系论述服装品牌文化建设中加强设计师主体性的有效途径和对策:确立设计师在品牌文化创新中的主体性,建立服装创意产业集群,加快服装设计大师脱颖而出的机制建设,加大科技融入服装品牌创意力度。在坚持主体性原则的同时必须坚持客体性原则,使设计师与服装品牌文化在相互作用中协调发展。

Clothing brand and designers＇ style are organic unity.Brand requires designers＇ interpretation and brand culture satisfies aesthetic pursuit of designers＇ style.This paper describes the subjectivity connotation of costume designers and the necessity of exerting their subjectivity;discusses effective ways and countermeasures for strengthening designers＇ subjectivity in cultural construction of clothing brand through practical dialectical relationship between subject and object;establishes designers＇ s subjectivity in brand cultural innovation,builds clothing creative industrial cluster,accelerates mechanism construction of costume designers to stand out from the crowd and enhances the integration of science and technology into clothing brand creativity.It is required to adhere to objectivity principle while following subjectivity principle,making designers and clothing brand culture develop coordinately in interaction.