New frontiers come into fashion
Chinese cultural elements, sustainability and sports are the buzzwords as style leads the way, He Qi reports in Shanghai.
"Sustainable development should not be merely a slogan. We are committed to promoting the sustainable development process of the entire textile and clothing value chain in China, and also hope to collaborate with our consumers to create a green and sustainable future," Cai emphasizes.
In addition to focusing on sustainable products, fashion brands can also convey values through other means. Apparel-making giant Youngor launched a commercial entity, HAI 550, in downtown Shanghai in December, with the aim of promoting sustainable lifestyle development by connecting brands and consumers in this sustainability-oriented space.
According to Yang Jing, the marketing director of HAI 550, the space will collaborate with brands and operators dedicated to sustainable lifestyles.
A 400-square-meter exhibition area on the first floor is linked to sustainable and high-quality lifestyles, where community activities will also take place. "We aim to attract people to naturally walk in as they pass by," Yang says.
Chen Yidi, a former fashion editor, founded the bio-based materials' innovation institution MATTER to explore sustainable materials.
"Sustainability, regardless of its dimensions, is a systematic practice that requires every element and point in the fashion industry to be connected into a line. And now we are not just talking about lines; we need to become a closed-loop model to achieve a truly sustainable vision," says Chen, expressing her desire to contribute to the industry's development.
