In order to preserve and develop traditional handicrafts, the group set up a workshop in 2012 that gathers many professionals who have been practicing traditional craftsmanship for decades, such as embroidery, beading, weaving and hand painting. It also grooms their successors; young and new talent to inherit and innovate these traditional crafts.

"What makes excellent Chinese haute couture? Only those who know how to both inherit and innovate can witness and create the future," Xu concludes.

It is an area in which another homegrown fashion brand is looking to excel. Like the other Chinese fashion houses mentioned, Jefen－established by Xie Feng－used the recent China Fashion week to present a clothing line that introduced elements of traditional culture in a modern context. In this case, rather than motifs and symbolism, the brand took a rather more practical approach, combining fabrics and materials, such as silk gauze and linen, with western-styled tailoring.

The future direction

Today, EP Yaying is represented in more than 210 cities with over 500 stores across China and Malaysia, including Beijing, Shanghai, Guangzhou, Shenzhen, Macao and Kuala Lumpur.

In 2020, the brand will enter the American and Australian markets, and continue to share its contemporary, elegant fashion aesthetic with the world.

Looking forward to the next 30 years, Zhang notes: "We will continue to cultivate a higher degree of cultural self-confidence, rooted in Eastern culture with a global perspective.

"The Chinese believe in harmony and the world is home to all. We will continue to create more value for our customers and contribute to the great rejuvenation of Chinese culture in the global fashion industry."