It all started at New York Fashion Week in 2018. Li-Ning, once a major player in the country’s sportswear market but almost an also-ran back then, knew this fashion show could decide the company’s fate. With the world watching, they were about to reveal a bold new collection. Would it finally sink them, or be their salvation?
Salvation it was. Envisioning streetwear through a Chinese lens, Western silhouettes were juxtaposed with heritage Chinese detailing. It sent shockwaves across the fashion world and blew the lid off a trend that had been bubbling under the surface for years in China: guochao.
So, what is guochao? The best way to characterise it would be as a movement: of ideas, of money, of effort, towards rediscovering and redefining what “made in China” really means, by taking inspiration from traditional elements to create modern interpretations of Chinese culture.
The best way to characterise Guochao would be as a movement: of ideas, of money, of effort, towards rediscovering and redefining what “made in China” really means.
It has now been a few years since that fateful day in New York. Guochao has inspired countless designers and brands to help redefine Chinese identity. But for those new to it, the sheer number of brands, slogans, and designs can be overwhelming.
Read More at https://daoinsights.com/works/guochao-the-chinese-brands-breaking-the-made-in-china-stereotype/