BEIJING: As the AW 2025 Shanghai Fashion Week prepares to kick off on March 25, Chinese ethnic fashion brand EP Yaying is gearing up for the opening show.
Established in 1988, EP Yaying will showcase a collection that draws inspiration from intangible cultural heritage, blending it with cutting-edge technology to narrate a Chinese fashion story.
Zhang Huaming, chairman of EP Yaying Fashion Group, highlighted the brand’s dedication to exploring traditional Chinese attire and the diverse clothing cultures of various ethnic groups to fuel their creative endeavors. By carefully selecting materials such as Tibetan yak wool from the Tibetan Plateau and top-grade cashmere from Inner Mongolia’s Alashan Plateau, EP Yaying aims to bridge the gap between the East and West, sharing rare materials and profound ethnic cultural narratives from China with a global audience.
The fashion week will also feature a collaboration by Disney China and 10 local brands on March 27 to present a themed show titled “Toy Story: 30 Years and Beyond”. The collaboration will feature nearly 200 pieces, including 64 fashion looks and nine jewelry designs, marking the first-ever fashion presentation inspired by Toy Story, the iconic computer-animated feature film that revolutionized the industry three decades ago.
Alex Lin, vice-president of regional merchandising and product design at The Walt Disney Company, APAC, expressed enthusiasm about the collaboration, citing Disney’s longstanding relationship with Shanghai Fashion Week and the opportunity to celebrate Toy Story’s 30th anniversary on a global scale. –The Daily Mail-China Daily news exchange item
