[Photo provided to China Daily]

While working for BNC, Xiang saw the problem faced by many independent designers in China.

"The designers are sometimes so much into their own taste that their sales volume is very low," he says. "It is partly designers' fault that many multi-brand boutiques don't survive."

Xiang decided to pursue further studies after he won a full master's scholarship from ESMOD France. He spent a year in Paris, where he learned about draping mannequins and immersed himself in art museums.

While his previous collections were more experimental, inspired by a broad range of themes like volcanoes, wars and the sea, Xiang now combines his creativity and the customer's needs in a more flexible way, opening up to a client's personal choices.

Xiang also feels that rather than focusing on a different theme for every collection, he sees his collections evolving like digital products - having versions 1.0, 2.0 and so on.

The essential styles will be maintained, while the details will change from season to season, he says.