Abstract: The paper explores the strategies of modern clothing design by discussing the origin, scientific connotation and historical changes, etc. of Chinese traditional costume culture. Based on the case study of BASIC HOUSET brand, it points out that modern clothing design plays important role in the innovative application of Chinese traditional costume culture, while the designing elements of Chinese traditional costume culture will become the priorities and highlights of modern clothing design, and the inheritance and innovation of Chinese traditional costume culture is bound to become the future developing trend of clothing design.

Key words: costume culture; clothing design; branded clothes