Shanghai Fashion Week promises fusion of tradition, technology, creativity

As the AW 2025 Shanghai Fashion Week prepares to kick off on March 25, Chinese ethnic fashion brand EP Yaying is gearing up for the opening show.

Established in 1988, EP Yaying will showcase a collection that draws inspiration from intangible cultural heritage, blending it with cutting-edge technology to narrate a Chinese fashion story.

Zhang Huaming, chairman of EP Yaying Fashion Group, highlighted the brand's dedication to exploring traditional Chinese attire and the diverse clothing cultures of various ethnic groups to fuel their creative endeavors. By carefully selecting materials such as Tibetan yak wool from the Tibetan Plateau and top-grade cashmere from Inner Mongolia's Alashan Plateau, EP Yaying aims to bridge the gap between the East and West, sharing rare materials and profound ethnic cultural narratives from China with a global audience.