"We want to create a fashion brand in which the union of two different cultures stands at the core," say Yang and Litzén. "We want to achieve true newness. And, being part of a wave of new Chinese designers, we have taken on the challenge of creating for a new generation of Chinese consumers." It's not an overly touristic or coffee-table version of China, either. "We aim to offer a vision whereby Chinese history and culture stand for more than just exotic notions or traditional costumes, and we are excited to present our work to a wider audience."

Samuel Gui Yang's Instagram account (@samuelguiyang) attracts a high-wattage range of fellow influencers, including ART021 founder Kelly Ying, contemporary artist Cao Fei, and designers Anais Mak, Ms Min and Arto Wong. The brand regularly posts its own sense of aesthetic taste, too. To wit, it just posted stills from three films by Taiwanese director Tsai Ming-liang, all showing the actress Yang Kuei-mei; then there are shots from a trio of films Maggie Cheung starred in: Farewell China, As Tears Go By and Irma Vep.

For those who want to get up close and personal with the aesthetic, shop Samuel Gui Yang at Lane Crawford in Hong Kong and Shanghai, Labelhood and SKP Select in Beijing, and Browns in London. "We are also passionate about showing that 'made in China' can be synonymous with creativity, high quality, artistry and sustainability," conclude the designers. This label is definitely one to watch.