What luxury brands can learn from China’s ‘Fashion Master’ show

This article was written by Jessica Rapp and originally published in Jing Daily

It has been called the “Project Runway of China” – a version of the American reality television show Project Runway, which is focused on fashion design – and it stars leading figures from the mainland’s burgeoning fashion industry.

Fashion Master, a reality show produced jointly by state-run television network CCTV and e-commerce giant JD.com, launched early in April to showcase the talent of Chinese designers and “build a bridge for Chinese aesthetics and the world’s fashion industry”.

With other reality shows such as The Rap of China and Street Dance of China leaving a cultural mark on mainland consumers, it has left industry insiders wondering: could this programme have the same impact on China’s fashion scene?

Over the course of the season, more than 30 young designers will be assessed by a panel of judges, which include the editorial director of Vogue China, Angelica Cheung, designers Guo Pei and Vivienne Tam, and Nanjing Normal University professor Li Bo – in addition to a rotating group of guest judges, including Yang Mi.

The contestants’ challenge is to design a clothing and accessories collection that borrows elements from Chinese culture.

Beijing-based designer Li Kun, with her brand Alicia Lee, kicked off the season showcasing handbags and garments inspired by Chinese guardian lions.

For international luxury brands catering to Chinese consumers, using symbols of Chinese culture in their designs does not always bode well for success, but it is clear the creators have their reasons for the format.