China Cool: Shanghai Fashion Finds its Feet

The rebirth of individualism ushers in a new era of fashion design here in Shanghai, China.

Trend Description

Anything concerning fashion and style used to be taboo in China, where uniforms in the Mao era prevailed for the last couple of years, but not now. Although new comers to the world’s runway, the fashion designers in Shanghai re-started to collect energy for something adorable and uniquely China in 2008. This time, they said, their confidence came from the booming economy and individualism prevailing among the “me generation”.

Case Studies

Chang Le Road

A series of openings of designers running fashion shops on Chang Le Road in Shanghai’s Xuhui district are the strong signals of the above-mentioned tide. As commented by Lorraine Justice, head of the school of design at the Hong Kong Polytechnic University, the brands there represented a combination of plagiarism, experimentalism and visual impact, which he called the Chinese deconstructionist style. “They are not totally Italy with high drama and not Japanese with understatement over strong basic structure,” said Justice. Then what are they? Maybe like what a designers confessed recalling of his creation, they are the Chinese memories of 1980s and 1990s Italian style and he made them only for fun.

Creative Bazaar

Creative Bazaar is a series of design shows organized by Aga Zhu, who thought Chinese fashion talents are badly in need of a platform to demonstrate their ideas and network with manufacturers. Launched in November 2006, the bazaars attracted both domestic and international brands, such as Jooi, Vervia, fashion house insh, SQY-T etc. and about 100 vendors attended the event each time.

Shanghai Design Week

One of the big events in Chinese fashion industry in 2008 might be Shanghai Design Week to be held in the coming June in Shanghai New International Expo Center. Successful held in five consecutive years, the trade show communicates, cooperates and promotes new concepts among designers all over the world. The 2007 show attracted more than 1500 attendees, among whom 60 per cent are professional designers, 30 per cent architects, and 10 per cent real estate developers.

Trend Impact

Both domestic and international fashion talents are testing water in Shanghai for the new conditions that they thought might be ripe for a design revolution. Tentative and experimental as they are, they adopt positive attitudes towards fashion design in China. After all, the desire for adorable look among the middle class is strong and the purchase capability of stylish designs will increase as the “me generation” gradually enter the working force.

Image source: Dexigner, Urbanatomy and the International Herald Tribune

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