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ABSTRACT

MACAU IS A DYNAMIC CITY WITH A UNIQUE BLEND OF EASTERN AND WESTERN CULTURES, WHICH HAS BECOME A WELL-KNOWN TRAVEL DESTINATION. MACAU IS NOT ONLY HOME TO THE CASINOS, BUT ALSO A SHOPPING PARADISE, WHERE WE CAN FIND INTERNATIONAL LUXURY BRANDS AND LOCAL DESIGNER BRANDS. THE LOCAL FASHION INDUSTRY HAS A STRONG FOLLOWER BASE, TAKING A DIFFERENT ROUTE THAN THAT OF THE TEXTILE AND GARMENT INDUSTRY IN THE 1980S. NOWADAYS, THE LOCAL FASHION INDUSTRY IS NOT ONLY FOCUSED ON PRODUCTION, BUT MORE ON THE DESIGN AND CREATIVITY. MACAU IS A CITY ROOTED IN THE CASINO INDUSTRY, HAVING SHIFTED FROM AN INDUSTRIAL ECONOMY INTO A SERVICE-BASED ONE. THIS STUDY AIMS TO ASSESS THE RELATIONS BETWEEN ASIA AND EUROPE WITH REGARD TO THEIR IMPACT ON THE CREATIVE PROCESS OF LOCAL FASHION DESIGNERS, TO UNDERSTAND HOW LOCAL DESIGNERS BALANCE BETWEEN MARKET, CREATIVITY AND AESTHETICS. ALSO, IT IS IMPORTANT TO UNDERSTAND HOW MACAU GOVERNMENT SUPPORTS LOCAL BRANDS SUCH AS: “MADE IN MACAU”. IN ORDER TO ACCOMPLISH OUR GOAL, SEVERAL ACADEMIC AREAS WILL BE ADDRESSED, SUCH AS FASHION DESIGN AND THE CULTURAL AND CREATIVE INDUSTRIES IN THEIR BROAD SENSE, (AESTHETICS, HISTORY, CREATIVITY, IDENTITY, ECONOMY, ERGONOMICS, COGNITION, AND SOCIAL VALUE). A MIX OF QUANTITATIVE AND QUALITATIVE METHODS HAVE BEEN USED, INCLUDING QUESTIONNAIRES, OPEN-ENDED INTERVIEWS, CASE-STUDY RESEARCH, ETHNOGRAPHIC METHODS, HISTORICAL RESEARCH AND VISUAL METHODOLOGIES. IN THE FOLLOWING CHAPTERS, THIS STUDIES WILL DESCRIBE MAINLY THE MACAU FASHION INDUSTRY IN A GLOBALIZED ERA AND THE MULTICULTURALISM’S INFLUENCE ON THE LOCAL FASHION DESIGNER’S COLLECTIONS