Narratives of Cultural Identity: The Youya Aesthetic in Song Dynasty Attires

Abstract

Starting from the realistic problem that the Chinese fashion industry has long been lacking in cultural subjectivity, this paper explores the key points of design innovation in the Chinese fashion industry. It is believed that traditional Chinese culture is a treasure for Chinese design innovation, and exploring the essence of Chinese costume culture is a crucial topic for the future development of the Chinese fashion industry. Through research, it has been found that “YOUYA” is the core value of Chinese culture, and the Song Dynasty serves as a pinnacle of this cultural expression, characterized by advancements in art, literature, and craftsmanship that unified spiritual ideals with material forms. This research reveals how the Song Dynasty cultivated and disseminated its “YOUYA” ethos in lifestyle, creating a lasting legacy in Chinese cultural history. The findings underscore the necessity of rediscovering and incorporating traditional cultural values in contemporary Chinese design practices, addressing the disconnect between spirit and materiality in the modern fashion industry. By revitalizing the philosophical concept of “YOUYA”, this study advocates for a culturally confident approach to design innovation that bridges China's rich heritage with global modernity.