Blending fashion, art for a fine trade

The brand has focused on the Chinese online fashion and apparel market. Last year, on Nov 11, the Singles Day shopping festival, Babyghost saw 70 percent sales growth compared to 11-11 sales of 2016, said Huang.

The brand is also seeking to expand its directly operated offline stores to engage more with consumers.

"Apparel is a two-way media," said Huang. "It speaks to people who see you and also talks to yourself to make you become who you are."

The bright yellow down jacket's designer Chen Peng, who graduated from the Royal College of Art in the United Kingdom and has worked for Christian Dior and Harrods, is also positive about the domestic fashion market.

His design lines, which were created in 2015 in London, have been exported to nearly 40 shops. ChenPeng the brand has been represented by more than 80 retailers and department stores worldwide, up from 30 retailers in 2017. Its 2017 sales tripled to 15 million yuan ($2.73 million), with about 70 percent of products sold overseas.

"It's time to get going in the domestic market," Chen said of the immense potential in the domestic fashion market to maximize its global exposure and recognition.

"The strong growth of domestic consumption demand and updated fashion tastes have attracted an increasing number of fashion designers and brands to seek opportunities in China," said Chen.