For almost a decade, the designer has built a brand that tastefully cross-pollinates Chinese heritage and Western influence for today's audience.
If you’d told Samuel Gui Yang a decade ago that he would become one of the leading faces of the New Chinese Style movement with his nine-year-old label, he’d have been reluctant.
These days, major local celebrities are increasingly opting for New Chinese-style garments over European luxury brands for key cultural events. For example, Chinese actress Song Jia, who works closely with Saint Laurent and Balenciaga inSuch a change led to the nation’s young and affluent consumers mixing contemporary fashion with modernized traditional garments and jewelry in their everyday dress.
Earlier this year his label was featured in Labelhood’s Lunar New Year pop-up at Harrods in London, as well.Courtesy of Samuel Gui Yang Having a two-city set-up and 50 percent of his staff composed of non-Chinese people, who include his Swedish partner Eric Litzen, also gives the designer a unique perspective.
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