Corner the market

The signature collection is called Cubelet, with bags featuring three corners – the fourth corner is "cut off" and covered by triangular hardware in gold or silver, inspired by deconstructivism. In Chinese, "someone with edges and corners" refers to the type of person who is uncompromising and firmly stands by their beliefs. With such implications, the brand says it wishes to design for women who have edges and corners – meaning they're independent, imperfect and don't blindly follow trends.

With a clear focus on the millennial market, Dong thinks that the younger Chinese generation is open-minded and eager to embrace new things. In five years, he wishes to build Zesh into one of the biggest China-based handbag brands and to ultimately change people's stereotypes about the country's fashion as "a Chinese fashion brand that truly has a global influence on the industry," explains the young entrepreneur.

When Dong was studying overseas, he realised that many of his friends would avoid buying "Made in China" products. Today, this ambitious young man intends to overcome that mentality and let Zesh's quality speak for itself.