New frontiers come into fashion

Liu Peifang, deputy secretary-general of the Shanghai Garment Trade Association, highlights a significant increase in the number of Chinese consumers purchasing China-chic and new Chinese style-related products, with a 174 percent rise from 2019 to 2022. Additionally, the turnover surged by 355 percent during the same period.

Speaking at a forum held at the Shanghai Opera House during the fashion week, Liu emphasized the growing understanding of Chinachic and new Chinese style led to a comprehensive attention to product quality, spiritual core, value creation, and cultural expression.

Liu Yanqiong, brand director of leading Chinese silk products brand Wensli, notes the brand's continued sales revenue growth, particularly for their star products, such as silk scarves.

She has observed a shift in consumer preferences, with a decline in the popularity of products resembling those of luxury brands like Hermes, and a rising demand for products featuring Eastern elements and Chinese traditional patterns, which now account for two-thirds of their sales.

According to a report by CCTV Finance, Caoxian county in Shandong province, a major production base of hanfu (traditional attire of the Han ethnic group) in China, achieved a sales revenue of 7 billion yuan ($966 million) in hanfu last year. The mamianqun, which literally means "horseface skirt" and is one of the favorites among younger generations, garnered sales of 550 million yuan from January to February this year.

Amid the rise of the new Chinese style, Lin Jian, the co-founder of Showroom Shanghai, expresses concerns about the sustainability of the trend.

He questions whether the remarkable revenue achieved by Caoxian truly reflects the enduring success of new Chinese style clothing brands. He points out that the traditional wholesale model, focused on pursuing sales volume at low prices, continues to underpin the popular phenomenon.

A decade ago, Showroom Shanghai was launched with the belief that independent designers and the traditional market-oriented wholesale model were not sufficient. Lin hopes that through their platform, designer brands could gradually transition toward branding, aiming for sustainable growth within the industry.