关键词: 非遗, 国潮, 地方创生

Abstract:

The essence of innovative development of intangible cultural heritage is to let the practice of intangible cultural heritage get rid of the fixed presentation in the admiration manner, so that it can maintain pace with the times, connect with the development of society, and return to life, so as to achieve the protection and inheritance of true “dynamic” and “integrity”. The innovative development of intangible cultural heritage has the characteristics of fashion, trend and cross-border against the background of the continuous enhancement of cultural identity and the ever-deepening of cultural consciousness. The extensive application of intangible cultural heritage elements in Chinese fashion brands is the main manifestation of these characteristics. The rise of Chinese fashion brands has promoted the innovative development of intangible cultural heritage; the innovative development of intangible cultural heritage, in turn, has strengthened the characteristics and competitiveness of Chinese fashion brands. Meanwhile, the linkage between the innovative development of intangible cultural heritage and Chinese fashion brands in a specific area, especially the economically underdeveloped area, integrate the local creative community, local intangible cultural heritage resources, and local cultural brands, which helps to map out the route of the integrated development of the region, brings strong vitality to the local social, economic and cultural development, promotes the “local creativity and vitality” of some specific areas, and makes them glow with new vitality.

Key words: intangible cultural heritage, Chinese fashion brands, local creativity and vitality