A company a cut above the rest for high-end dressmaking
Today, the studio is striving to achieve Chu's vision of turning the cheongsam from a formal dress into a fashionable item suitable for everyday use.
"Many people like wearing cheongsams today. You can now easily buy this dress online, but the problem is that most cheongsams aren't designed for daily, casual use. We want to change this," says Zhou.
To achieve its goal, the brand has unveiled a cheongsam that has a looser fit compared with the traditional version, allowing wearers to feel more comfortable. The modern design also makes the dress more versatile as it can be worn for different occasions.
Designers in the studio have also been taking steps to innovate its fashion offerings for men. After all, about 40 percent of its sales come from men's clothing.
Looking ahead, Zhou says that one of the studio's main goals is to be the trendsetter in the industry.
"We will participate in the Shanghai Fashion Week every year. Only when different clothes are released every year can we create a new trend. We cannot influence the public's sense of aesthetics, but we can create our own interpretation of high-end fashion," he says.
