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October 19, 2019

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Rising Chinese talent wow the fashion world

With “Made in China” becoming “Designed in China,” many of the country’s fashion brands are crossing international boundaries to expand their reach.

Fashion label Bosideng took the plunge last year to conduct a standalone show at New York Fashion Week. And last month its show at Milan Fashion Week was a true gathering of superstars. Meanwhile, other Chinese designers are playing more important roles in fashion weeks.

On September 19, Bosideng presented its new collection at Milan Trienniale Design Museum under the theme “Starry Sky, Extreme Cold and Vast Land.” It presented the same show in Shanghai on September 21. Leading names in the audience from the fields of fashion and entertainment included superstar Nicole Kidman, fashion blogger Chiara Ferragni and Vogue Italia Editor-in-Chief Emanuele Farneti. Supermodel Kendall Jenner opened the Bosideng show in her first runway appearance for a Chinese fashion brand.

A specialist in down jackets for 43 years, Bosideng has already been a bestselling brand in 72 countries and regions. Its show at Milan Fashion Week was a landmark moment that highlights the spirit of innovation and rapid development of China’s clothing industry. The event promoted the fusion and creative collision of Eastern and Western fashion cultures.

Back in Shanghai, Chinese fashion brands are getting popular among the young generation.

According to Tmall, the number of users searching for “Chinese brand-related products” increased by 14.73 percent in the past year.

The Shanghai Fashion Week 2020 SS was staged last week. As the rise of Chinese brands, Shanghai Fashion Week is in a state of flux.

LILY, a Chinese womenswear brand, opened the shows of the new season of SFW 2020 SS. The closing show was also from a Chinese designer brand, Cabbeen.

As a leading Chinese menswear brand, Cabbeen paid tribute to the Chinese space program under the theme “Moon Rabbit Plan” at the closing show, which was also its debut at Shanghai Fashion Week.

The details of space suits and special fabrics were applied to the new collections of Cabbeen.

Sitting in the front row, superstars and influencers wearing the new collections help to lead the purchasing trend of the Chinese guo chao (“national hip”) brands.

The Chinese high street brand EXTRALABEL made its debut at Shanghai Fashion Week last Sunday.

Focused on the electronic dance music culture, the brand is welcomed by Chinese influencers for its creative designs and fluorescence colors.

Born in 1990, the Chinese rapper, singer and actor Zhou Yixuan, who has over 4.5 million fans on Weibo, attended the EXTRALABEL show.

“For me, I think the Chinese designer brands must focus on the lifestyle of the young, especially the new generation of China,” said Jiji, the designer of the EXTRALABEL brand.


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