With a rich history and vibrant culture, China’s five-thousand-year civilization has shaped a distinctive Oriental aesthetic. In recent years, China Chic—combining modern fashion with traditional Chinese elements—has become a favorite in the consumer market. More and more people are embracing China Chic as a new way to express personal feelings and cultural attitudes. Guochao has now become a popular trend, seamlessly integrating into daily life.
The rise of China Chic continuously delights consumers and reshapes the perceptions, especially among millennials, towards traditional Chinese style. Brands like China Li Ning and Gu A Xin, representative of this trend, have garnered significant attention since their inception.
The Journey of Gu A Xin
Founded in 2007, Gu A Xin embodies the spirit of “Ancient” and “New,” blending traditional Chinese elements with modern artistic design to showcase a fresh take on China Chic. The brand uses embroidery as its foundation, incorporating contemporary design to display the unique classical Oriental beauty of China to the world.
Over the past fourteen years, Gu A Xin has deeply invested in the China Chic industry, striving to create a fashion brand that resonates with more Chinese people. The brand aims to make clothing that people are proud and confident to wear—garments that are both traditional and fashionable. Innovatively, Gu A Xin preserves Chinese characters through embroidery on their clothing.
A Modern Approach to Traditional Design
Currently, a white T-shirt from Gu A Xin is causing a sensation during its pre-sale period. This white T-shirt uses Chinese characters as the core element, integrating designs of the Xinjiang International Grand Bazaar, camels, grapes, and Xinjiang cotton, blended with the aesthetics and interests of modern youth. The result is a fresh and captivating design.
Through live streaming platforms and pre-sales, Gu A Xin sold out 500 T-shirts in just five minutes, highlighting the brand’s market appeal and fan following.
This is not the first time Gu A Xin has subtly “voiced for the nation” through its designs. Last year, the brand created a “Wuhan” T-shirt to express hopeful wishes and a return to normalcy. Their “Zhonghua Youwei” T-shirt symbolizes the rising power of the country and celebrates the achievements of Chinese youth.
The “Dunhuang Feitian” T-shirt was designed to commemorate the successful maiden flight of the Long March 5B rocket.
Market Influence and Consumer Reception
Historically, Gu A Xin’s stores have set sales trends within their regions. Recently, Gu A Xin stores have experienced a surge in business, with the Xi’an Yitian store being particularly crowded. According to store manager Zhang Yan, the embroidered “China” hoodie has been exceptionally popular. Despite rising costs, the company unanimously decided to temporarily lower the price of this hoodie to “voice for the nation.” Gu A Xin hopes that more young people will wear “China” and express their patriotic enthusiasm.
Unlike the reserved style of the 70s and the laid-back attitude of the 80s, the 90s and 00s generations are more direct and prefer to express their inner thoughts through their attire. This preference explains the rapid growth and success of brands like China Li Ning and Gu A Xin, making them exemplars of the China Chic movement.