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New frontiers come into fashion

Chinese cultural elements, sustainability and sports are the buzzwords as style leads the way, He Qi reports in Shanghai.

By He Qi | China Daily | Updated: 2024-04-27 16:12
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Hemu, a brand known for its contemporary twist of traditional Chinese patterns, presents its latest collection at Shanghai Fashion week.[Photo provided to China Daily]

The Autumn/Winter 2024 Shanghai Fashion Week, held in late March, centered around the theme "new Chinese style, new sustainability, and new sports", reflecting the evolving fashion landscape within the city, a burgeoning fashion capital.

The event highlighted the emergence and popularity of the new Chinese style, showcasing the innovative designs of young, talented designers and attracting participation from various organizations. Approximately 25 percent of independent brands incorporated Chinese aesthetics into their autumn/winter collections on display at the Mode fashion exhibition.

Raxxy, a Shanghai fashion brand, drew attention with designs inspired by Chinese traditional bamboo weaving. Co-founder Shen Weilian integrated Chinese cultural elements with 3D technology, presenting a collection featuring phoenix and dragon patterns, which garnered significant interest in the European market.

In an effort to promote innovation on fashion within China, Raxxy previously showcased vibrant Chinese aesthetics at Milan Fashion Week and expressed a desire for domestic buyers to appreciate such creativity at the Shanghai Fashion Week.

The Shanghai event also introduced a new Chinese fashion exhibition at the Shanghai Opera House, featuring representative brands, such as Vivienne Tam, Heaven Gaia, and Maying, showcasing their latest collections.

The growing popularity of China-chic and new Chinese style-related products among consumers has seen a substantial increase in sales and turnover.

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