The brand has also collaborated with artisans like Miao ethnic group's paper-cutting master Yang Jinqiu and Su embroidery (from Suzhou, Jiangsu province) inheritor Zou Yingzi to translate traditional crafts into contemporary fashion narratives. "Our goal is to allow modern consumers to experience the profound heritage of Chinese culture through our designs," Tian adds.

The brand further explores cultural evolution with the exhibition Time: Weaving Peony Dreams, curated alongside renowned cinematic costume designer Huang Wei. The exhibition delves into the evolution of Chinese clothing from the Tang (618-907) and Song (960-1279) dynasties to the present day, seamlessly blending traditional elements with modernity. It also features costumes co-created with the Palace Museum, highlighting intangible cultural heritage techniques such as Miao and Su embroideries.

"Each garment in the series co-created by Yaying and the Palace Museum encapsulates a moment in history, embodying the cultural essence of various dynasties and ethnic groups," Huang says.

The two brands exemplify how tradition can thrive in a competitive market by embracing technology and cultural heritage. Chen notes: "The rise of guochao, or Chinese fashion trends, with technological empowerment and global expansion, presents unprecedented opportunities for traditional brands."