Fashion week brings success by design

According to buyers Yakubov and Dan Pollak from En Culture, to satisfy the curiosity of their core customers, buyers must strive to find new designs and designers, and they have seen many fresh and interesting designs and new cooperation opportunities in MODE.

"Many Chinese designer brands use innovative fashion technology in their works to showcase a unique style, and I believe they will be loved by customers," Yakubov says.

Besides the Shanghai Fashion Week's effect, the well-known buyers store Mytheresa is also actively cooperating with Chinese designers, launching its first collaborated exclusive capsule collections in April.

To support young and talented Chinese designers, Mytheresa launched the China Designer program in November. The designers have been chosen by a high-profile jury comprising Ye Mingzi, CEO of Guoye Culture, Feng Chuxuan, founder of Huasheng Media, and Tiffany Hsu, vice-president of womenswear and kidswear fashion at Mytheresa.

Susan Fang, Didu, Jacques Wei and Xu Zhi were the four designers selected from the program and each created more than 10 pieces within their capsule. Mytheresa will be stocking the designers' mainlines for at least three seasons.

"This is a very positive trend that overseas buyers have started to focus on the Chinese designer market in recent years," says Xu Hang, president for China and Asia-Pacific at Mytheresa.

"Compared with international designer brands, Chinese designer brands have the advantage of being able to dig deeper into Chinese culture and craftsmanship to create unique design styles and products," he adds.

He further points out that it is great for many international buyers to pay attention to Chinese designers because, on the other side, they will get more support, too.

"With the assistance of Mytheresa, Chinese designer brands get wider international exposure through Mytheresa's platform and social media channels," Xu Hang says.

For example, Jacques Wei got a lot of international customer opinion after releasing on the Mytheresa platform and Susan Fang also learned the latest consumer trends.

"The China Designer program demonstrates our appreciation for the Chinese designers and our commitment to support local talent development," Xu Hang says.