Cultural collaborations have also revitalized the brand. By partnering with institutions like the Palace Museum, the brand infuses traditional motifs into modern designs, creating pieces that resonate with both heritage and contemporary aesthetics.
Last month, an immersive pop-up exhibition on Huaihai Road in Shanghai showcased the brand's legacy and innovation through interactive experiences. "Through youthful marketing strategies, we forge an emotional bond between the brand and the next generation of consumers," Chen says.
According to Ni Guohua, chairman of Shanghai Dragon Corporation, expanding overseas is critical for the evolution of traditional brands. Since 2018, Threegun has established manufacturing hubs in Africa and utilized cross-border e-commerce for online sales with strategic offline positioning in Asian, African and European markets, aligning with the Belt and Road Initiative.
"Our global approach combines Chinese research and development with local adaptation, catering to diverse preferences like the minimalist designs in Europe and breathable fabrics in Southeast Asia. With established sales networks, our next target is the Middle East," says Ni.
If Threegun's transformation epitomizes the fusion of technology and textiles, then EP Yaying's evolution signifies its dedication to traditional aesthetics while seamlessly incorporating Western tailoring.
Established in 1988, EP Yaying made its Shanghai Fashion Week debut with a collection centered on "philosophy of balance". The show opened with a fusion of traditional Kunqu Opera melodies with guitar music, symbolizing a cross-temporal dialogue between heritage and innovation.
"The clothing we design is not just about aesthetics but also harmonizing humans and nature, and awakening our inner energy," says Tian Ling, creative director of EP Yaying. The brand's designs incorporate intangible cultural heritage techniques such as Miao embroidery and batik alongside rare materials like yak wool to create garments rich with cultural depth.
