erdEducation Reform and Development2652-53642652-5372Bio-Byword Scientific Publishing Pty. Ltd.10.26689/erd.v8i8.15382ArticleCentered on Co-Creation: An Analysis of Brand Building and E-Community Construction Scheme for Avant-Garde Fashion Brandshttps://artdesignp.com/journal/erd/8/8/10.26689/erd.v8i8.15382GuoZhaotong2026882026-09-17Taking the avant-garde luxury fashion brand Issey Miyake as the research subject, this paper focuses on its brand philosophy centered around free creativity and craftsmanship innovation. It examines the design logic and Eastern deconstructive aesthetic connotations of iconic series such as the Pleats Please line, the A-POC One Piece, and the 132 5 collection. The study analyzes the brand’s current artistic communication pathways, multi-product line matrix, and marketing practices like the Evian crossover collaboration. The research reveals that Issey Miyake has long prioritized niche artistic communication forms such as fashion exhibitions and art shows, while lacking robust online interactive marketing strategies, resulting in insufficient user engagement and brand loyalty. Leveraging the bidirectional interactive communication characteristics of Web2.0, this paper proposes an optimized solution for building a brand-exclusive online community. The community will serve three core functions: two-way communication, event promotion, and user co-creation, divided into two co-creation models—freedom-oriented and theme-directed. It also suggests collaborating with social media platforms and fashion KOLs to achieve comprehensive promotion of the new brand identity. Meanwhile, the study critically analyzes the advantages of online communities in uniting like-minded audiences and empowering brand co-creation, as well as operational risks such as difficulty in managing public opinion and resistance from core customer groups to mass-market communication. The research ultimately concludes that brands need to update their brand identity and leverage online communities for user-generated word-of-mouth marketing to align with digital communication trends, thereby strengthening their unique artistic tone and influence in the mass market.Issey Miyake, Avant-garde fashion, Deconstructed design, Brand communication

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