中国设计师在国内的需求

China was once known as the world’s garment factory. But the industry is rapidly changing, from "made in China" to "designed in China". With Chinese designers gaining growing interest, both at home and abroad.

Beijing fashion designer, Alicia Lee, started out selling t-shirts in 2008, working multiple jobs, to support herself - and her dream. Today, she’s selling high-quality outfits... And her label is becoming a profitable business.

"From two years ago, we started breaking even. And last year, we had a pretty good profit. And this year we’re definitely looking into better sales. We try to provide fashion solutions for people who live in a big city and enjoy an urban lifestyle. Before, customers would wonder ’why would I pay several thousand yuan, or even 10,000 yuan, when I don’t even know the brand?’ But now, customers are growing very rapidly," Lee said.

But there were many obstacles. For one, she had to source much of her fabric from Italy.

"The fashion industry in China is set up for mass production. Everything serves them. You wouldn’t find any special fabric resource that could sell you just a little quantity. Or you wouldn’t be able to find a place that accepts producing for you at just a small quantity," Lee said.

While operations remain challenging, Chinese labels are increasingly in fashion.

Last year, many luxury brands have reported a sales plunge in China, amid a crackdown on official spending. But not all labels are hurting. Many Chinese designers are seeing increasing interest here, partly because their products are considered less obvious luxuries.

Editor-in-Chief of Vogue China, Angelica Cheung, says the country’s fashion industry - and consumers - are also changing.

"This new generation of Chinese designers are much stronger than before. They are educated, they are exposed, they know fashion, they have a style, they have a voice. On the other hand, I feel (Chinese) consumers are starting to accept Chinese designs. From the beginning, they only wanted imported big logos, big brands. But now they are more confident consumers. They feel that they don’t have to prove themselves by wearing something obvious," Cheung said.

As a result, Chinese designers are gaining more interest from Chinese retailers.

From November, luxury retailer Secco.com plans to sell Chinese designs.

"More Chinese celebrities are wearing Chinese designer clothes. We’re now working with local designers. We plan to set up a platform for Chinese designers, to sell Chinese their products overseas," said Richard Li, CEO of Secco Company.

In January, Alicia is attending a key trade show in Paris. With more Chinese designers, like her, starting to shine not just in China - but also globally.