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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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Models strut on the runway displaying creations by Merrycheng, a Chinese brand committed to high-tech fabrics, during the fashion week.[Photo provided to China Daily]

"Sustainable development should not be merely a slogan. We are committed to promoting the sustainable development process of the entire textile and clothing value chain in China, and also hope to collaborate with our consumers to create a green and sustainable future," Cai emphasizes.

In addition to focusing on sustainable products, fashion brands can also convey values through other means. Apparel-making giant Youngor launched a commercial entity, HAI 550, in downtown Shanghai in December, with the aim of promoting sustainable lifestyle development by connecting brands and consumers in this sustainability-oriented space.

According to Yang Jing, the marketing director of HAI 550, the space will collaborate with brands and operators dedicated to sustainable lifestyles.

A 400-square-meter exhibition area on the first floor is linked to sustainable and high-quality lifestyles, where community activities will also take place. "We aim to attract people to naturally walk in as they pass by," Yang says.

Chen Yidi, a former fashion editor, founded the bio-based materials' innovation institution MATTER to explore sustainable materials.

"Sustainability, regardless of its dimensions, is a systematic practice that requires every element and point in the fashion industry to be connected into a line. And now we are not just talking about lines; we need to become a closed-loop model to achieve a truly sustainable vision," says Chen, expressing her desire to contribute to the industry's development.

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