Swiss Designers Eye Chinese Market with Their Unique Style

While Switzerland is mostly known in China for its luxury watches, young Swiss designers are also looking to build their names here.

So, InnoFashion 2017, an event that celebrates fashion, design and textile innovation in China and Switzerland, was recently held at the Swiss embassy in Beijing to coincide with Swiss President Doris Leuthard's visit to China.

The event showcased seven Swiss and Chinese brands: Julian Zigerli, YVY, Wuethrichfuerst, Akris, Wang Changrong, Roderic Wong and Pronounce.

There are also jewelry pieces from designers at the Geneva High School of Art and Design. Swiss watchmaker Hublot also exhibited works highlighting Swiss lace.

As for the growing links between the two countries, Switzerland and China established an Innovative Strategic Partnership in 2016 and launched the Sino-Swiss Year of Tourism covering 2016 and 2017.

Jean-Jacques de Dardel, Swiss ambassador to China, says: "We know that you cannot order innovation, or inventions. Instead, you need to rely on the private sector and individual minds for breakthroughs. That is why we have InnoFashion.

"We'd like to use this platform to exemplify such collaboration involving the government, private sector and individuals by bringing young creative minds together," he says.

When it comes to innovation, Switzerland has topped the Global Innovation Index and the World Competitiveness Report by the World Economic Report for years.

Among the country's achievements is that the Swiss textile industry developed a revolutionary biomedical fabric, says Jean-Philippe Jutzi, head of culture and media affairs at the Swiss embassy.

Yannick Aellen, director of Mode Suisse, an industry platform promoting collaboration among fashion designers, schools and the textile industry, says that although the Chinese market is not so huge for Swiss designers at the moment, it has potential.

Aellen, who was responsible for picking the Swiss designers for the show, says that Akris, the Swiss womenswear brand, has already opened a store in Shanghai and is looking to expand.

With regard to Chinese tourists in Switzerland, he says: "Many come over and of course they are interested in watches and luxury brands. But they are now also looking for items like Freitag bags. We also work with the tourism authorities to make sure that Swiss fashion is on their radar," he says.

Yvonne Reichmuth, founder of YVY, a womenswear brand, uses Italian leather to make accessories and dresses, which have been worn by the likes of Monica Bellucci, Kylie Jenner and Gwen Stefani.

She says that she was always interested in China, but it was difficult to establish connections on her own.

During her recent visit, she went to fashion boutiques to look for opportunities here.

Julian Zigerli, founder of his namesake brand, finds fashion in the two countries different.

"The Swiss are very controlled about their look. Here it's a bit more fun, especially with the young people. They really express themselves."

The Chinese designers at the show were selected by Mary Ma, founder of Textile Library, a material design and research center in Hangzhou, for their innovation in design and fabrics.

"In traditional thinking, only silk and cotton are Chinese materials," says Ma.

"But today's China is much richer in raw materials and is strong in scientific and technological innovation. A country's fashion brands are inseparable from the creation and export of materials."

Chinese designer Octo Cheung showed dresses and coats inspired by Swiss and Chinese mountains.

Wang Changrong used reflective fabric that is worn by sanitation workers and reinvented it into futuristic garments.

Her clothes are now sold in Beijing, Shenzhen and Fuzhou, and she is planning to explore overseas markets.

"Swiss designs are practical and fashionable, while Chinese designers like to use design to create a certain ambience," she says.