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# Project Description Fruits Magazine: Lifestyles, Media and Subculture Yongqian Li Summary Final work As a student in the MA Fashion Cultures and Histories, I am fascinated by the charm of clothing itself and the magic of styling. I am convinced that clothing is not merely a decoration for the body, but a powerful expression of individual identity, interwoven with social structures and modes of communication. Therefore, I have chosen to delve into the subcultural youth of 90s to 00s Harajuku. Through my research, I hope to uncover the true charm of Harajuku culture! As a student in the MA Fashion Cultures and Histories, I am fascinated by the charm of clothing i... College London College of Fashion Course MA Fashion Cultures and Histories Graduation year 2025 This paper aims to explore the influence of FRUiTS magazine on Chinese youth culture and identity construction within a postmodern context. In the first chapter, the study applies Multimodal Discourse Analysis (MDA) and semiotic theory to deconstruct the subversive and structural nature of FRUiTS as a traditional medium, and outlines the subcultural network built around it. In the second and third chapters, the paper focuses on the contemporary Chinese context, using Digital Discourse Analysis (DDA) and interviews to examine the cultural behaviors of Chinese youth in both macro-social and micro-practical terms. The research finds that, unlike the Japanese youth of the 1990s who sought alternative lifestyles and complex, layered outfits through FRUiTS, a "light" subcultural style—one that both resists platform and commercial co-optation and responds to economic downturns—is emerging as a compromise choice among Chinese youth in the post-pandemic era. Keywords: FRUiTS magazine; alternative lifestyle; identity construction; "light" style; homogenization Final work Photograph of two youth in Harajuku’, FRUiTS, No. 1 A typical case is a photograph from the inaugural issue of FRUiTS. The male on the left side of the frame wears a white shirt and patchwork capri pants, with black socks and black leather shoes wrapped in laces. He disrupts traditional masculinity with a woman's bow tie and brightly colored hair. The female on the right layers a frilled-collar blouse and a plain black vest over a neon pink skirt and rhinoceros-horn-tipped shoes. Her pinkish-purple hair is styled high, creating a tension that juxtaposes an academic aesthetic with a rebellious feel. The primary colors of both outfits—black, white, and pink—clearly demonstrate a deliberate coordination of color. Share this project This paper aims to explore the influence of FRUiTS magazine on Chinese youth culture and identity construction within a postmodern context. In the first chapter, the study applies Multimodal Discourse Analysis (MDA... A link to this page has been added to your clipboard Browse related work Aesthetics Digital Experiences Identity Alternative Identity
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