Growing up in 1980s Antwerp, Belgium, I (Founder and Editor Elsbeth van Paridon) was exposed to colorful pop culture icons such as Madonna, Cyndi Lauper, Prince, etc., who had taken fashion into cutting edge new directions. The ways in which they played with their clothing fascinated from the start and remains an inspiration to this day.

Decades went by (slightly exaggerating here) and through my studies in Sinology, I came in touch with then up-and-coming Chinese designers such as Xander Zhou, whose innovative ideas triggered an intense interest for the pioneering fashion scene within China.

After tackling Beijing for 6+ years, living in Hong Kong for a bit and going Only-God-Knows-Where next, I set out to help promote this still largely hidden, yet dynamic, fashion scene sprouting within Beijing, Shanghai and China overall. From streetstyle to budding photographers, established designers and the latest updates: They are present.

The term “Made in China” is undergoing the ultimate 21st Century makeover. This rapid change is a unique phenomenon which goes beyond the mere Summer/Autumn collections; it waves the flag for the social changes vibrating within China’s society-at-large today. Escorted by the increasingly strong influence of a new thinking among China’s younger generations, regarding individuality and the expression thereof, the fashion scene in the Middle Kingdom is exploding. And it stretches far beyond what meets the eye. Appliqué, one might say.

In sum, if it fares and flares in the realm of China Fashion and Design, I’m there. “Chasing the fashion dragon”– patent on that one — if you will.



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