THE IMPACT OF SUSTAINABLE PRACTICES IN MODERN FASHION DESIGN ON THE CULTURAL IDENTITY OF YOUNG CHINESE CONSUMERS

In the 21st century, global environmental issues have become increasingly prominent, with sustainability becoming a key concept across various industries. Fashion design, a field deeply embraced by younger generations, has also witnessed a shift towards sustainable practices. This transition not only promotes the green transformation of the industry but profoundly impacts the cultural identity of young Chinese consumers. The integration of sustainable practices in modern fashion design includes the use of eco-friendly materials, green production processes, and designs that prioritize recyclability and reuse. Young Chinese consumers, who are exposed to a multitude of cultural influences, are shaping their cultural identity through their fashion consumption choices. Liu(2020). Specifically, the adoption of sustainable fashion practices strengthens their environmental awareness, integrates with traditional cultural values, shapes unique individual identities, and enhances cultural confidence. This trend is further exemplified by the emergence of 'guochao' (national trend) where traditional Chinese elements are integrated into fashion, reflecting a return to and appreciation of traditional culture. Moreover, the emphasis on social responsibility in sustainable fashion design encourages young consumers to support brands that prioritize worker welfare, fair trade, and environmental sustainability, thus reflecting a deeper cultural commitment to social justice and ethical practices. As sustainable fashion continues to gain momentum, it will play a pivotal role in shaping the cultural identity of young Chinese consumers. This study aims to explore the impact of sustainable fashion practices on cultural identity and assess the potential and challenges of sustainable fashion in the Chinese market.