Generally speaking, fashion culture spreads from top to bottom, that is, upstream culture spreads to downstream. After World War II, the international fashion industry gradually formed an international fashion system dominated by Paris, Milan, London and new york, and then spread to most countries and regions in the world. The main modes of transmission are copying and imitation. As for why the downstream should imitate the upstream, roland barthes's explanation is that if you don't keep up with fashion, you will be considered a hillbilly by others, which is the myth of fashion.

Since the 1990s, the popularity of information tools such as the Internet has greatly deepened the speed and popularity, making the development of world fashion more civilian and popular. At the same time, the countries and regions in the middle and lower reaches of the international fashion system have emerged national style clothing brands characterized by local culture, and their product styles and styles are rich in distinctive national cultural characteristics. The international fashion culture in the information age is more diverse, and the communication cycle becomes short and changeable, which is equally outdated and outdated. The diversification of fashion culture is an effective way to meet the needs of different individuals and a kind of humanistic care based on the characteristics of post-modern society. The essence of diversification is humanization.

After entering the 2 1 century, some western developed countries located in the lower reaches of the international fashion capital, based on the specific background of the times, have made their mark in the upper reaches of the international fashion system with brand-new business models. Their products are deeply loved by young consumers and widely spread all over the world. Such as "ZARA" and "MANGO" and "H & ampm" in Spain (Figure 5). Fashion brands from downstream countries have entered the upstream region and spread around the world, which not only subverts the principle of top-down high-potential communication of fashion culture, but also shakes the international fashion architecture that has dominated the world fashion culture for nearly a century. At the same time, it also reflects that the fashion culture created by the international fashion capital can no longer meet the needs of diversified development of post-modern society.

The rise of subculture and localization and the diversified development of fashion culture not only shake the international fashion system, but also drive the production of fashion cultural products to non-standardized production methods. The spread of international fashion culture shows the trend of parallel development of mainstream fashion culture, subculture and local culture.

Obviously, the change of international fashion culture production and dissemination mode has brought opportunities for the innovation and development of fashion industry in traditional non-mainstream fashion countries.