Traditional with a twist
BNC's 2013 Summer collection proved to be a big hit and the owner, Hung Huang, the media mogul, iLook magazine founder and TV presenter, says: "Chinese design blossoms tonight" on her Sina Weibo micro blog, which has more than 7 million fans.
The fashion show, Blossom, was presented by dancers from the Beijing Modern Dance Company, accompanied by Igor Stravinsky's ballet score The Rite of Spring. The show gathers the latest clothes and accessories from BNC's designers, including Ding Youqiao, Li Wei and Fan Ran.
Li, who founded her brand Awaylee 10 years ago, also reached a wide range of consumers via BNC. Using materials like velvet, silk and organza, Li maintains her elegant and romantic design work in her new collections.
"It's encouraging to see that more and more Chinese consumers are recognizing domestic designers' works. From international runway shows to celebrities wearing Chinese designers' clothes, we have many ways to be exposed to the world," Li says.
Opened four years ago, BNC is the brainchild of Hung, whose iLook magazine has been focusing on Chinese designers since it was established in 1998.
Located in Beijing's Sanlitun, where Armani and Versace are upstairs neighbors, the 540-square-meter store gathers more than 200 of China's designers and is dedicated to promoting China's homegrown fashion.
Since its launch, BNC has produced clothes and furniture by local talents. The Chinese name and logo for BNC, as designed by graphic designer Liu Zhizhi, conveys the transition from simply "Made in China" to "Designed in China".
Hung's friend, veteran architect Chang Yongho, helped designed the store and debuted his men's wear collection there. Hung says: "Sometimes I feel like we've opened an exhibition center rather than a store."
Betting that the growing wealth and sophistication of Chinese consumers will help cultivate China's own Cartier or Louis Vuitton, Hung is investing her money and using her celebrity status to promote local brands.
Related:
