On September 13, during the closing ceremony and awards gala of China Fashion Week 2024, Guizhou’s ethnic fashion brand GU A XIN won the “2024 Fashion Brand Award,” while designer Yang Chunlin was honored with the “30th Top 10 Chinese Fashion Designers Award,” further solidifying the brand’s influence in promoting Chinese original brands and intangible cultural heritage fashion.
GU A XIN was co-founded by brothers Yang Chunshan and Yang Chunlin in 2007 in Kaili, Guizhou. In Miao language, “GU A XIN” means “bravery,” “hope,” and “fearlessness,” while its Chinese translation represents “combining the old and the new.” The brand is known for its distinctive design style and dedication to preserving traditional culture, attracting widespread attention.
In recent years, GU A XIN has actively participated in and organized several large-scale themed fashion shows, earning praise from domestic and international fashion enthusiasts and institutions. This season’s theme at the SS25 China Fashion Week was inspired by “Guizhou Village T.”
“Guizhou Village T” was launched by GU A XIN in July 2024 in Kaili, Guizhou, with the China Fashion Designers Association’s Fashion Arts Committee providing guidance. Directed by Yang Chunshan, the event lasted two months and successfully hosted 21 fashion shows featuring over 7,000 participants. Fifty-six outstanding representatives were selected to showcase GU A XIN’s collection at this season’s China Fashion Week. Yang Chunshan brought the raw beauty of Miao folk songs, batik, embroidery, and weaving onto the runway, alongside professional models, creating a fashion show that captivated the world.
Designer Yang Chunlin’s concept of “Reviving Old Embroidery” focused on sustainability by using recycled fabrics and modernizing traditional embroidery techniques. Drawing inspiration from Miao embroidery, Dong embroidery, Shui horsehair embroidery, Buyi applique, Zhuang sling embroidery, Miao silverwork, and batik, he integrated these elements with modern design to present three chapters in the show: “Reviving Old Embroidery,” “New Embroidery Revival,” and “A Prosperous Year of the Snake,” showcasing a total of 45 sets of outfits.
Tian Zihua, GU A XIN’s Chief Art Director, explained: “2025 is the Year of the Snake, and this show incorporated traditional snake patterns into the embroidery designs. This not only preserves and innovates traditional culture but also expresses hope and blessings for a prosperous life.”
Designer Yang Chunlin’s recognition as one of the “Top 10 Chinese Fashion Designers” and GU A XIN’s “Fashion Brand of the Year” award mark a significant acknowledgment of the brand’s success and Yang’s creative talent. It also serves as an inspiration for ethnic original brands and designers in China.
China Fashion Week, hosted by the China Fashion Designers Association, is the country’s only national-level fashion week and a global leader and influencer in the fashion industry.