Brand New China (BNC)
People living outside of China could be forgiven for perhaps not knowing the name Hong Huang, but amongst the great and the good of her native land, US-raised writer, blogger, publisher, TV presenter, art collector, critic and now fashion magnate Huang is a force to be reckoned with. With a presence of mind to see that the high profile saturation of premium western brands was creating a niche market for less ubiquitous home grown design brands, Huang set up Brand New China, a catch-all brick and mortar as well as online portal for the brightest stars in the Chinese fashion firmament.
Located in the fast developing Sanlitun Village North in a minimalist, white on white warehouse, the roster of raiment talent reads like a who’s who including Exception de MixMind, ZucZug, NLGX and Plastered. Along with jewellery and one-off furniture pieces look out for the new A/W 32013 range from Chictopia, a delightfully feminine label of form-fitting casual and cocktailwear with a vintage slant, and asymmetric draped separates from Fake Natoo. The guys also get a look in with Three Nations’ line of embroidered and printed cotton shirts and jackets, and relaxed but detail-oriented shorts and tops from The Nation. Brand New China... enough said.