Affluent Chinese vie to become best-dressed (2)

Wang Yiyan, Owner of Yearn Bridal Salon, Beijing, said, "The market has been heavily influenced by Western trends in recent years, which is why we’ve seen growth. Practically, it’s more hygienic to buy a new dress than to rent one. It’s also a fundamentally attractive market that’s still growing."

More than just fireworks and festivities, the Lunar New Year holiday also ushers in the peak shopping season in China. Bouyed by the country’s rapid economic ascension and dizzying distribution of luxury brands, cashed-up Chinese are now turning to more personalised ways to display their wealth. Beyond the ubiquitous Louis Vuitton monogrammed handbags and Gucci loafers, China’s discerning consumers are demonstrating more individualistic tastes than before.

Timothy Coghlan, Managing Editor, Maosuit.com, Senior Manager, Lusry Retail, Savills, said, "As Chinese become more comfortable with luxury...they seek more unique products."

Beijing-based designer, Guo Pei, is a leading proponent of bringing the term "Made in China" back to its artisanal roots. Her elaborate, fantastical and often avant-garde gowns can take upwards of 50 thousand hours to embroider. Guo’s designs combine Chinese symbolism with French couture techniques. Her A-list clientèle include everyone from Lady Gaga to China’s social and political elite. But in recent years, she’s receiving more and more business from ordinary Chinese, including brides who place orders for "jiayi", or "wedding clothes", years beforehand.

Guo Pei, Couturier, said, "I ’ve designed clothes for many movie stars and social elites. But I feel more touched when designing wedding clothes for normal people. Wedding means very much to them. It is a once in a lifetime chance that I can design for them. I hope my design will not only add to their beauty but also witness their holy promise to be together forever."