Shanghai may have stolen the title of China’s most stylish city of 2014, but big sister Beijing has her own burgeoning brand of street sass, spurred by a slew of new fashion designers and bold stylesetters. Now digital trailblazer Natasia Guo has launched Yetang, an online retailer à la ASOS that brings together curated picks from China’s emerging independent fashion scene.
The moniker translates to ‘Wild Candy’, and indeed the threads and accessories began bright, bold and fun as a bag of mixed gummies, though a recent expansion of labels has meant more options for those who prefer a neutral, subdued palette. Prices range from high street to high-end, but all the inventory is avant-garde – think draped asymmetrical dresses by indie Shenzhen brand Isaei, retro flip glasses by Beijing’s own Earth is Round, plus fashion-forward picks from select Japanese and Korean labels. The interface is in Chinese, but the Pinterest-style, photo-heavy layout ensures that even English-only users won’t struggle to pick out a fab outfit for prompt delivery – so long as you’ve got an address in Mainland China. Keep a beady eye out for pop-up stores and designer collaboration sites in and around Beijing towards the year-end, and go wild, stylistas! www.yetang.com