Abstract: As we enter an era where personalized aesthetics predominating fashion consumption, a number of Chinese original design brands have emerged. Their distinctive personalized styles, unique techniques and visual creativity have brought special and fresh aesthetic pleasure and brand-new consumption experience to the homogenizing market and they have become an important representation of Chinese design entering into high-end niche markets. Based on case study of Chinese original design brands and their innovation in clothing technology, creative pattern design and fabric reengineering, the paper presents unique techniques of expression, creative ideas of de-familiarized graphics and cultural communication of personalized patterns.

Key words: Chinese original brand; innovation in clothing technology; artistic reengineering of fabric;brand style