服饰奢侈品牌运用中国生肖文化的创意设计
The Creative Design of Luxury Fashion Brands Incorporating Chinese Zodiac Culture

服饰奢侈品具有高度的审美价值和符号价值，运用中国生肖文化不但为其品牌文化内涵增添新的血液，同时兼顾了不同文化背景下的消费者对于多元文化的审美需求。本文从创意设计与文化的视角，在详细阐述中国生肖文化的内涵、设计表达方式、奢侈品美学的基础上，选择9个典型服饰奢侈品牌，从图案的造型手法、色彩的运用方式、文字的艺术选择等3个维度，对其2016年以来运用中国生肖文化的现象以及创意设计进行深度解读，总结归纳其运用特点。
Luxury fashion items possess high aesthetic and symbolic value. By incorporating Chinese zodiac culture, brands not only inject new vitality into their cultural essence but also meet the aesthetic needs of consumers from diverse cultural backgrounds. From the perspective of creative design and culture, this paper provides a detailed explanation of the connotations of Chinese zodiac culture, design expression methods, and the aesthetics of luxury goods. It selects nine typical luxury fashion brands and conducts an in-depth analysis of their use of Chinese zodiac culture and creative designs since 2016, focusing on three dimensions: pattern design techniques, color usage, and artistic selec-tion of text. The study summarizes and synthesizes the characteristics of their application.