In this study, six mainland Chinese designer brands—Xander Zhou, Sankuanz, Sean Suen, Feng Chen Wang, Pronounce, and Angel Chen—were selected that had their works presented at both Chinese and global fashion shows between 2016 and 2021. By analyzing the design characteristics of each brand, it is possible to understand the style characteristics and trends of Chinese menswear designs. A case study approach was adopted utilizing literature data, whereby 1663 photos were collected from the fashion information website POP (www.pop-fashion.com). Changes in Chinese men's image and the menswear market were identified. The design characteristics of modern Chinese menswear are as follows. First, the results from analyzing the target brands show that each brand has a distinct personality. Compared with the traditional or formal style, urban casual and sports styles (based on street style) account for a larger proportion. Second, the boundaries between different styles are becoming ambiguous, and contrasting styles are harmoniously expressed by breaking down boundaries through changes and combinations of colors, materials, and details. Third, after examining the overall trend, 2018 was a watershed point, after which the design trend has changed from either conservative or exaggerated to a practical and everyday style, demonstrating a genderless trend.

The fourth Industrial Revolution, known as digital transformation, has made MZ generation to be the focus of the new consumer market, brought about the use of technological platforms a new consumption method. Currently, as various types of content collaboration are emerging that specifically targeting at the MZ generation. Content collaboration are considered an integration of content to create new values through co-existence and co-prosperity. This study identified the characteristics of collaboration of fashion brands from 2018 using literature and online news articles, and identified and classified through case studies of it determined movie content, game and virtual characters. By this research, it shown that collaboration with movie contents have increased the collaborative synergy by using the story in global media content. Collaboration with mobile games was generally used by young casual and sportswear brands. These brands which utilized characters from mobile games popular with to attract more teen consumers and strengthen brand awareness by adding values of high-technology and scarcity to the familiar images. In addition, collaboration with virtual characters has expanded value of the collaborative approach on expanding the range of advanced digital technology, from a promotional strategy during the distribution process through to the use of virtual models. As such, collaboration using the various types of content has developed beyond simple integration of identities among various areas, integrated products or brands that as a new value.