In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

A rapidly growing economy and close ties to traditional values have shaped Chinese Gen Zers' values when it comes to fashion. This generation is increasingly choosing sustainable clothing and is drawn to brands that incorporate cultural touchpoints within garment designs.

It’s no secret that Chinese Gen Zers are leading the charge in patriotic purchasing, as the demand for traditional jewellery booms among the affluent. While China faces mounting political uncertainty, this is pushing young people to turn to their heritage as an anchor for security and confidence.

A decade after its inception, fashion label Shang Xia is beginning a new chapter by handing the reins over to Yang Li, an emerging domestic talent with a strong presence in the West. The goal is to win over Chinese locals who are quickly gaining spending power in the luxury market.

With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?