Chinese fashion brands with European character are bucking the local identity trend – and finding a market in millennials and Gen Z
- Patriotism might be in vogue for many Chinese fashion labels, but European-inspired brands like Juvil and Sans Titre are finding a willing audience at home
- The styles appeal to millennials and Gen Z with links abroad through travel and study, and those who view wearing such styles as reflecting their own success
Recent years have given birth to countless Chinese brands and designers that overtly and proudly embrace their Chinese identity. Some incorporate cultural motifs into their work, while others appeal directly to patriotic sentiment in their marketing campaigns.
However, a number of Chinese brands are bucking that trend and wearing European inspirations unambiguously on their sleeves.
Guangzhou-based Juvil is one such brand. Founded by Hong Kong entrepreneur Adrian Cheng of K11 and New World Development, the jewellery brand describes itself as “Scandinavian-inspired” and references “Nordic nature” and “Nordic flair” in its marketing materials.
In fact, on the brand’s website, it identifies itself in the persona of a white Scandinavian woman named Juvil, featuring a video showing her as “the happiest woman on earth”, strolling dreamily through a variety of pastoral scenes. The camera lingers on Juvil’s jewellery, using grass, trees and water as backdrops and evoking a comfortable life grounded in nature.
A European-inspired brand like Juvil might seem anomalous in the current fashion environment. A 2018 survey by financial services company Credit Suisse showed that Chinese consumers, especially those aged between 18 and 29 years old, were increasingly willing to choose domestic brands over international labels.
