Chinese fashion brands led by a new generation of designers are winning overseas customers, with clothing and bags distinguished by high quality and signature Chinese elements.

One clothing brand in Shanghai says that foreign customers now make up 30 percent of its total customers in domestic stores, a result of efforts to actively promote the brand abroad.
"Our generation of designers definitely places more emphasis on brand building. We are willing to go out and have held exhibitions in Paris from the very first season our products came out," said Lei Liushu, a fashion designer.
"Our biggest dream is to become a Chinese leather goods brand with international influence. With China currently seeing a boom in inbound tourism, we must seize this opportunity and keep pace with the country's development and bring our brand from China to the world," said Fan Lina, owner and design director of a Chinese leather goods brand.
As younger designers in the industry, their thinking is no longer limited to how to sell products but rather how to make Chinese brands go global by proactively building their presence overseas.
"[Our official overseas website] was built and put into use in 2021. Through our independent website, we serve customers in more than 150 countries," said Liu Wenbo, head of offline channels of a Chinese luggage brand.
The real reasons behind the success of these new domestic fashion products are their superior quality, distinctive Chinese-inspired design, and active brand promotion, according to analysts.
"Currently, many young brand owners have a much higher level of education and stronger aesthetic awareness. Combined with our solid manufacturing foundation, we have truly entered a phase where innovation is the driving force," said Yan Han, executive vice president of Shanghai Institute of Industry Transition and Development.