Green: The new black or just a slogan of advertisements—Prospects for eco-fashion in recent China

The purpose of this paper is to examine the prospect for eco-fashion in China by researching its status and problems during development under the background of society, economy, and culture of China. Studies that specifically focus on eco-fashion in China are rare. This paper´s main emphasis is on two aspects; the research on new eco-fabrics and the efforts made by domestic designer brands and leading corporations. Analyses in this paper were set out both from the point of view of the manufacturer and the consumer, including material, design, finishing, marketing and consumption. Based on the research, this paper points out that eco-apparels in future China should be multifunctional. Also data gathered from a survey of 400 respondents aged 20 to 40, who are the main consumers of green products, will show their attitude towards eco-products. The paper finally found that eco-design had attracted great attention among high-and-middle income groups in China though such design is somewhat formalized and simplified. These people have great confidence that within 8 years, eco-fashion will be involved in the mainstream of China fashion and be the major life style of the Chinese people and involve deep research and application.