Representación de la moda china en los medios occidentales: influencia de las diferencias culturales y perspectivas en la era digital

Abstract

This article analyzes the representation of Chinese fashion in Western media, focusing on how cultural differences, stereotypes, and digitalization have influenced its global perception. It explores media narratives that, in many cases, have reduced Chinese fashion to an exotic aesthetic or appropriated it without considering its genuine cultural context. In this regard, the concept of soft power is addressed, examining how fashion has been used as a strategy by both the Chinese government and Western brands to project a global image. The article also examines the tensions between aesthetic admiration and cultural simplification, as evidenced by the Chinese market’s resistance to certain representations. Furthermore, it highlights the role of digitalization, which has enabled the emergence of alternative voices, promoting a more authentic view of Chinese fashion. Chinese designers and Asian communities have begun to challenge dominant narratives, establishing their own discourse that merges tradition with contemporary elements. Finally, the article reflects on the tensions between nationalism and modernization, as well as on the importance of more inclusive and equitable fashion journalism—one that acknowledges non-Western cultures and fosters a more diverse dialogue within the global industry.