Chinese designer brand embraces cultural roots, redefines Eastern aesthetics

Despite its stance of "not pleasing the market or the audience", TUYUE has sustained steady growth. "I love creating designs I believe in, but I also studied business and know that you need to keep the brand alive. So every step is careful — like controlling inventory and balancing sales through boutique partnerships instead of blind overproduction," Yang added. "I seem rebellious, but I'm actually rational at heart. I calculate before designing; I won't ignore costs just because of art."

Talking about overseas plans, Yang said TUYUE has already partnered with international buyers and APP platforms to test the market, and hopes to hold a show in France: "I love France's artistic atmosphere, and I think its romance matches TUYUE's temperament." However, she has concerns: "Foreigners have fixed perceptions of Chinese style — dragons, phoenixes and red. TUYUE doesn't want to cater to this stereotype, but we need to make them understand our Eastern aesthetics — through fabric texture and relaxed tailoring, rather than pattern symbols. We're still exploring this."