Fashion Scout China, a groundbreaking platform committed to nurturing Chinese talents and introducing them to the global market, returned to London Fashion Week this February. Spotlighting five emerging Chinese talents: AFMN, E7WSTUDIIO, GORGIYA, LADCENTE and CHIYUE. These brands stand at the forefront of Asian fashion, honouring their heritage, pushing boundaries and reshaping the contemporary design landscape.
LADECENTE / @ladecenteofficial
Opening the show on February 17th in the Fashion Scout show space, fine art brand LADECENTE is deeply rooted in sustainable elements drawn from oriental traditions. Led by Rae Lei, the brand is anchored in the aesthetic philosophy of ‘ONLY ONCE, PURED LAND WITHOUT LIMITS’, LADECENTE redefines fashion as a living art form, where fine artists, fabric experts, craft artisans, and AI/3D fashion designers converge to create innovative beauty.
Inspired by the Demoiselle Coir, a rain gear from ancient China’s pre-Qin period, the collection pays homage to minimalism and enlightenment, aiming to inspire self-cultivation and individual beaux-art. The Intelligence Coir collection champions the protection of marine ecosystems through the use of marine recycled metal nylon in its fabrics, alongside patented gold and silver silk fabrics from SHI-KWAN Textiles, exclusive knitted fabrics by RCA MA Knit Designer Xiaoyu Zhu, and Italian mohair knitted overlay mesh. Laser-cut silk fabrics in composite materials further enhance the avant-garde appeal.
AFMN / @afmn_official
Forget-me-not (AFMN), crafted a cute but deadly girl gang bathed in contemporary elegance, TikTok swagger and playful punk vibes. Founded in 2021 by Chinese designer Ophelia Song, represents a bold vision of innovative design and artistic expression. With a dedication to crafting distinctive designs, AFMN embodies a unique fusion of fashion-forward elements that effortlessly blend spontaneity, funkiness, futurism, sweetness, and elegance.
At the heart of AFMN is a commitment to meticulous design and production processes, ensuring not only a singular aesthetic but also prioritising fabric comfort and exceptional quality. The designers and technicians at AFMN work diligently to achieve a harmonious synthesis of avant-garde style and unparalleled wearability in every creation. The brand’s ethos reflects a dynamic approach, embracing creativity and individuality while maintaining a keen eye for detail and craftsmanship. AFMN stands as a beacon of innovative design, pushing boundaries and redefining the landscape of contemporary fashion with each collection.
E7W STUDIIO / @e7wstudiio
Also founded in 2021, by YIKI WUNG, E7W STUDIIO seamlessly blends Eastern and Western cultures to transcend traditional boundaries in fashion. YIKI WUNG, with an MA in Menswear from Westminster and extensive experience at renowned brands like LIAM HODGES and ANZHENG, infuses the brand with expertise and innovation. Notable within E7W STUDIO is the S LINE, originally designed for snowboarding but expanded into a fashion outdoor products line, featuring avant-garde functional styles in the SIN series and regionally inspired fashion in the LIM and TAN series tailored for freestyle players.
The 24/25 FW collection, named “APSARAS,” draws inspiration from the murals of the Mogao Grottoes in Dunhuang. This collection pays homage to the millennium-old Dunhuang culture, which has endured numerous challenges throughout history. By deconstructing and reinterpreting the damaged mural textures and disappearing patterns, combined with considerations for the body’s comfort during movement, E7W STUDIIO creates a brand universe that resonates with pioneer players while contributing to the sustainable development of cultural heritage.
GORGIYA /@gorgiyaofficial
GORGIYA brought the 90s into play with luxury silhouettes and dramatic power suit structures, the independent brand founded by designer Guo Yuan Yuan, has made a significant mark in the fashion industry. With appearances at prestigious events like Shenzhen Original Fashion Week and London Fashion Week x Fashion Scout, GORGIYA has earned recognition for its distinct aesthetic and revolutionary design approach. In 2020, the brand received the Most Commercial Value Award at Shenzhen Fashion Week, underscoring its growing influence.
GORGIYA’s signature style merges dark gothic baroque influences with modern elements, creating a captivating blend of dark vintage, sweet princess, and creative dresses and ready-to-wear pieces. Embracing a darkly romantic ethos, GORGIYA’s garments exude mystery and allure while maintaining a contemporary edge. Each creation is meticulously crafted to evoke drama and sophistication, appealing to those with a penchant for the unconventional and the avant-garde.
CHIYUE / @chiyueb
Closing on Chiyue, a womenswear designer hailing from Shanghai, with an MA in womenswear from the London College of Fashion, in addition to close mentor-ship from top mentors at world-renowned Central Saint Martins. Her brand is distinguished by its vibrant prints and intricate pattern-cutting techniques. Stand out included a back-to-front tuxedo wrap blazer dress and an asymmetric oversized cape jacket in camel, offering a new and dynamic take on classic feminine cuts and wardrobe staples.
Backstage Photography by Dipu Mollah
PR by I.DEA PR
Hair by Unite Hair Hair Lead Diego Miranda
Beauty by AOF Makeup Beauty Lead Mandy Gakhal
Words by Lewis Robert Cameron
