本文以精神分析学——意识为视点,诠释了“自我”与服装设计的关系。一方面,消费者的“自我”是服装设计创作的基点。另一方面,服装设计师要塑造消费者的社会形象,必须从“自我”出发。最后,服装企业品牌形象的塑造要与目标消费者的自我形象相符合。只有充分了解两者之间的关系,才能确保服装市场积极再生,不断更新,进入良性循环。 This paper interprets the relationship between “self ” and fashion design from the perspective of psychoanalysis - consciousness. On the one hand, consumers “self ” is the starting point of fashion design creation. On the other hand, fashion designer to shape the social image of consumers, must start from “self ”. Finally, the shaping of brand image of garment enterprises should be consistent with the self-image of target consumers. Only fully understand the relationship between the two, in order to ensure the active regeneration of the apparel market, constantly updated, into a virtuous circle.