At a time when China is turning towards its domestic market, the
emergence of new Chinese designers, positioned at the top of the range, is
not insignificant. Especially since this young generation is challenging
preconceived ideas about “made in China”, thereby creating what can be
called a “new wave”.
The mention of Chinese brands often leads to negative perceptions,
whether technical, ecological or ethical. It is misunderstanding the
potential of this country, which has historical clothing traditions, has
become the world’s factory (and therefore knows how to manufacture) and
represents an ideal target clientele for luxury brands (and therefore knows
how to appreciate beautiful things).
“The pejorative aspect of Made in China and fast fashion have gradually
made us forget that China is one of the first civilisations to develop a
real know-how in clothing,” said Jean-Loup Rebours, a young entrepreneur
that has opened an agency dedicated to Chinese fashion.