Janice Lozano
Chinese international students have become a unique demographic that has caught the attention of many brands and retailers. They have become careful consumers, often opting for smaller, independent designer brands that showcase their personality and individuality. This shift in preferences has moved away from the previous stereotype of Chinese international students as second-generation rich teens or fu'er dai, who were known for dressing head-to-toe in luxury goods. Now, they are more likely to seek out unique and independent fashion choices that reflect their personal style and differentiate them from their peers.
| Characteristics | Values |
|---|---|
| Luxury goods | Porsche, designer brands |
| Smaller, independent designer brands | Smaller, independent designer brands |
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What You'll Learn
Luxury goods: head-to-toe designer wear
Many Chinese international students come from wealthy backgrounds and are known for dressing head-to-toe in luxury goods. However, some Chinese students have become more careful about their purchases, opting for smaller, independent designer brands that showcase their personality and individuality.
If you want to dress like a Chinese international student in luxury goods from head to toe, here are some brands you can consider:
Clothing
For clothing, you can consider luxury brands such as:
- Alanui: This Italian brand creates colourful, hand-woven pieces with a boho-luxe aesthetic.
- Alexander Smith: This brand is known for its impeccable style and quality, blending classics with modernity.
- AMI Paris: Synonymous with effortless elegance, AMI Paris creates clothing inspired by the French capital.
- Ann Demeulemeester: This Antwerp-based brand offers punk, goth, and bohemian influences in its collections.
- Bottega Veneta: This Italian luxury fashion house is known for its timeless designs that blend traditional and contemporary styles.
- Brioni: Specialising in luxury menswear, Brioni embodies Italian heritage and craftsmanship.
- Calvin Klein: One of the most recognised fashion brands, Calvin Klein offers a range of collections, including its iconic jeans and laid-back underwear line.
- Cesare Casadei: A diffusion line of the Italian luxury brand Casadei, Cesare Casadei has a sporty and modern aesthetic.
- Chloé: This brand exudes femininity, elegance, and a free-spirited style in its clothing and eyewear collections.
Footwear
For footwear, you can consider the following luxury brands:
- Aquazzura: This luxury shoe brand, based in Florence, is known for its 80s-style designs.
- Axel Arigato: Drawing inspiration from Swedish and Japanese philosophy, Axel Arigato creates sleek and minimalistic footwear designs.
- Baldinini: A leading Italian manufacturer of footwear and accessories, Baldinini has been crafting shoes for over a century.
- Bally: Specialising in shoemaking, the Swiss luxury brand Bally was founded in 1851.
- By Far: This brand handcrafts its bags and shoes in Italy, offering a blend of craftsmanship and contemporary style.
Accessories
To complete your look, you can add accessories from luxury brands such as:
- Ancient Greek Sandals: These handmade sandals are inspired by Greek gods, myths, and sculptures, offering a unique blend of culture and fashion.
- Hugo Boss Eyewear: Synonymous with European heritage, Hugo Boss eyewear combines sophistication and exceptional quality in its designs.
When dressing head-to-toe in designer wear, you may choose to mix and match different luxury brands to showcase your personal style. While some people may view head-to-toe designer wear as a waste of money or overly ostentatious, others appreciate the quality, style, and status associated with luxury brands. Ultimately, the decision to wear head-to-toe designer wear depends on your personal preferences and budget.
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Smaller, independent brands: unique and individual
Smaller, independent designer brands that showcase one's personality and individuality are becoming increasingly popular among Chinese international students. These brands often balance heritage and modernity, charting new territory in the fashion world and captivating consumers who crave fresh perspectives.
One such brand is SHUSHU/TONG, founded in 2015 in Shanghai by designer duo Liushu Lei and Yutong Jiang, graduates of the London College of Fashion. They have gained worldwide attention for their unique feminine style, attracting celebrity fans like Alexa Chung, Sydney Sweeney, and BLACKPINK’s Jennie Kim and Lisa. SHUSHU/TONG's designs blend innovation with cultural pride and a growing desire for self-expression. Their SS24 collection, for example, featured floral elements inspired by conventional Suzhou embroidery, showcasing a contemporary interpretation of traditional Chinese craftsmanship.
Another brand to note is CHENPENG, founded by London College of Fashion graduate Chen Peng. The brand is internationally recognized for its advocacy of inclusive fashion, with a core philosophy of "one-size fashion," promoting clothing for everyone regardless of body shape, size, gender, or age. CHENPENG's designs feature bold silhouettes and dramatic contours, balancing futurism with functionality.
C2H4, founded in 2014 and based in Los Angeles, is another independent Chinese brand that has carved out a unique niche. Yixi Chen, who moved to the US from Shanghai at age 17, established C2H4 as a retro-futurist brand that integrates rebellion with a scientific spirit. The brand crafts uniquely styled menswear with a futuristic aesthetic that captures the essence of sci-fi and underground culture.
Lastly, A. A. Spectrum, founded in Beijing, is an outerwear-focused menswear brand with a distinctive blend of minimalist and futuristic design. They prioritize sustainable, eco-friendly production methods while aiming to break conventional boundaries with their cross-cultural collaborations.
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Cars: Porsche on campus
There is a unique demographic of Chinese international students who have caught the attention of many retailers and brands. These students are often dressed head to toe in luxury goods and may even be seen driving a Porsche around campus. Fitting the description of "second-generation rich teens", or "fu'er dai", they are the children of wealthy Chinese businesspeople, born in the late '80s or early '90s.
Porsche has a strong association with this elite group of students, and the car brand is featured in a magazine aimed at potential new Porsche employees. The magazine, 'Campus', is distributed at job fairs and events and is available online. It provides an insightful look behind the scenes of the sports car maker and showcases the wide range of career opportunities available within the company.
Porsche is not just about design and performance; it is also about innovation and the future of sports cars. The company has invested in Rimac Automobili, a super-fast electric automobile technology company, and is committed to embracing the changes that electric cars will bring to the industry. Porsche's boss, Oliver Blume, speaks of the opportunities of e-mobility and the future of the company, with the Porsche Taycan being a testament to their dedication to electric power.
The Porsche Digital Campus is another example of the company's commitment to innovation. This platform fosters student collaboration in the fields of artificial intelligence and data science, with events and guest lectures held at locations like the Innovation Park AI and Merantix AI Campus.
Through its presence in the lives of elite students and its forward-thinking approach to technology and career development, Porsche solidifies its position as a prestigious brand, appealing to those who value luxury, innovation, and the promise of a dynamic career.
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New Year: sponsored celebrations and fashion shows
The Lunar New Year is a time for celebration and new beginnings, and what better way to ring in the new year than with a fresh new outfit? It is a long-held tradition in Chinese Spring Festival celebrations to acquire new clothes for the new year, often given as gifts from family. While there are no specific criteria for what type or style of clothing to buy, red is considered the best colour option, with gold being a close second. Black and white, on the other hand, are colours to be avoided as they are considered unlucky and negative. To avoid offending superstitions, it is best to purchase any new shoes before the festivities begin and avoid giving shoes as gifts, as the Chinese word for shoes sounds similar to the word for "evil" or "bad luck".
For those wanting to incorporate traditional Chinese elements into their new outfits, the Tang suit and qipao are popular choices. The Tang suit is a men's jacket with an upturned collar, typically made of silk and featuring bright colours and intricate designs. The qipao is a tight-fitting silk dress for women, also with bright colours and intricate designs. Other traditional clothing options include the Zhongshan suit, named after the first Chinese president Sun Zhongshan, and the hanfu, which is regaining popularity. It is important to be mindful of cultural appropriation when wearing the traditional clothing of another culture, although many native Chinese people will be delighted to see foreigners embracing their traditional dress.
Major brands have also been quick to capitalise on the Lunar New Year celebrations by releasing Chinese New Year-themed clothing and accessories, including shoes. Retailers and brands have also been known to sponsor Lunar New Year celebrations for local Chinese students and host special fashion shows. Bloomingdales and Bergdorf Goodman are among the brands that have sponsored such events, inviting executives to give advice to students on developing careers in the fashion industry.
In the world of luxury fashion, it has become increasingly common for high-end brands, particularly Western and Middle Eastern, to draw upon Chinese cultural elements in their designs. Notable examples include Louis Vuitton's Spring-Summer 2011 womenswear show, designed by Marc Jacobs, which featured Chinese-inspired decorative motifs, rich jewel tones, and gold accents. Another example is Elie Saab's Haute Couture Fall-Winter 2019/20 collection, which showcased imperial motifs and Chinese-inspired elements reimagined with luxurious craftsmanship. These fashion shows not only sparked discussions on cultural representation in high fashion but also paid homage to Chinese cultural elements through imaginative reinterpretation.
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Career advice: fashion industry executives
When it comes to career advice for fashion industry executives, there are several key strategies to keep in mind. Firstly, it is important to recognise that the fashion industry is notoriously competitive, and breaking into it requires strategic planning, agility, and a strong network of connections. Here are some insights to guide you:
Mentorship and Training:
Encourage mentorship and training schemes within your organisation. Providing mentorship and formal training opportunities for employees not only benefits them but also positively impacts the workplace culture. Research by Leadership IQ found that employees with access to formal training were 57% more engaged in their work, and those with goals aligned to the organisation's goals were 75% more engaged.
Setting Career Goals:
When it comes to setting career goals, it's essential to begin by understanding your emotional drivers and motivations. Ask yourself why you want to achieve a particular goal. Then, create a detailed, multi-stage roadmap that outlines your next steps, potential obstacles, and solutions. Place this plan on a timeline to help you visualise your progress.
Networking and Connections:
Building a strong network of connections is crucial in the fashion industry. Attend immersive events and experiences, such as those offered by platforms like BoF Careers, to connect with other fashion professionals. These events provide valuable opportunities to learn from industry insiders, stay updated with the latest fashion news, and expand your network.
Understanding Your Target Market:
As an executive in the fashion industry, it is essential to stay attuned to the preferences of your target market. For example, Chinese international students, a unique demographic that has caught the attention of many brands, value smaller, independent designer brands that allow them to express their personality and individuality. Understanding the diverse needs and preferences of your target audience is key to developing relevant and appealing products.
Diversity, Equity, and Inclusion:
Commit to upholding inclusion and empowering underrepresented talent. Drive meaningful change by ensuring that your organisation follows through on its diversity, equity, and inclusion pledges. This not only enhances your brand's reputation but also ensures that you attract and retain a diverse range of customers and employees.
Remember, as a fashion industry executive, staying agile, adaptable, and responsive to the dynamic needs and preferences of your target market is key to success. By combining strategic planning with a strong network and a deep understanding of your audience, you'll be well-positioned to navigate the competitive fashion landscape.
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Frequently asked questions
Chinese international students often seek out smaller, independent designer brands that showcase their personality and individuality.
Yes, many brands host special fashion shows specifically for Chinese students and even offer advice on developing a career in the fashion industry.
Chinese international students are often careful about what they buy, and their choices may be influenced by their peers and the current trends in China.
Yes, many Chinese international students born to wealthy Chinese businesspeople tend to dress head-to-toe in luxury goods.
