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This paper revisits the philosophical trajectory and practices in fashion education. It examines to what extent participatory action research (PAR) can contribute to the advancement of vocational education by emancipating practice-based skills and knowledge co-created by students, faculty members, and market practitioners. While the fashion market is dynamically reshaping today's fashion pedagogy by imparting new skills and abilities to students, this investigation aims to highlight the limitations of the Bauhaus tradition as a top-down approach aimed at continually producing work-ready graduates for junior positions. Drawing upon the findings yielded by our experimental project "fashionthnography.com," the analyses presented in this paper elucidate to what extent PAR can meet the intended goal of equipping the students with a higher level of working capabilities and creativity, as well as greater cultural appreciation. This study contributes to the expansion of vocational education and training, as its findings indicate that we need to embrace practice-based knowledge co-creation for long-term success in both industry and academia.

The rapid growth of the Chinese economy since the late 1970s has dramatically changed the dynamics of the marketplace. China's consumer society has been trans-formed to a more liberal market system in which a variety of diverse market imageries have been created and circulated to consumers. This article examines how global fashion brands construct different 'modern girl' archetypes for consumers in the emerging Chinese market. Through conducting a semiotic analysis of printed advertisements published in four major fashion magazines during a four-year period from the beginning of 2009 to the end of 2012, we identified six 'modern girl' archetypes constructed by global fashion brands. Our findings reveal a dialogical relationship between brand-created imageries and prevailing cultural attitudes. We argue that fashion brands strategically create alternative modern girl archetypes as a way to depict a new era marked by the liberation of Chinese women under the influence of global consumer culture. KEYWORDS archetype modern girl fashion brands China advertisement, INTRODUCTION Owing to the economic reform in the late 1970s, China has been transformed from a state-owned economic system to a market-oriented consumerist society in which multiple local and global [...]

This paper revisits the philosophical trajectory and practices in fashion education. It examines to what extent participatory action research (PAR) can contribute to the advancement of vocational education by emancipating practice-based skills and knowledge co-created by students, faculty members, and market practitioners. While the fashion market is dynamically reshaping today's fashion pedagogy by imparting new skills and abilities to students, this investigation aims to highlight the limitations of the Bauhaus tradition as a top-down approach aimed at continually producing work-ready graduates for junior positions. Drawing upon the findings yielded by our experimental project fashionthnography.com, the analyses presented in this paper elucidate to what extent PAR can meet the intended goal of equipping the students with a higher level of working capabilities and creativity, as well as greater cultural appreciation. This study contributes to the expansion of vocational education and training, as its findings indicate that we need to embrace practice-based knowledge co-creation for long-term success in both industry and academia. [ABSTRACT FROM AUTHOR]

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