Chinese fashion brand EP Yaying, established in 1988, made its debut at Shanghai Fashion Week on Tuesday, marking the official commencement of the 2025 Autumn/Winter fashion season.

This extravaganza, blending fashion, culture, art and music, highlighted the brand's modern application of traditional culture, the contemporary interpretation of ethnic elements, and its haute couture collection.

Zhang Huaming, chairman of EP Yaying Fashion Group, underscored the brand's dedication to exploring traditional Chinese attire and diverse ethnic clothing cultures to foster creativity.

"EP Yaying, with its origins in Jiaxing, Zhejiang province, has consistently upheld its original aspiration and mission: to craft exquisite clothing for women using premium materials," Zhang said. "This commitment has remained steadfast since the brand's inception in 1988."

In addition to the fashion show, the brand launched an art exhibition titled "Time - Weaving Peony Dreams" at its Shanghai EP Yaying House, in collaboration with acclaimed film costume artist Huang Wei. This exhibition delves into the evolution of Chinese clothing across a millennium, from the Tang and Song Dynasties (618 to 1279) to the present day, seamlessly blending traditional elements with contemporary design.

The exhibition showcases a diverse array of traditional patterns and techniques, encompassing styles dating back to the various dynasties since Han (202 BC to 220). It also features costumes co-created with the Palace Museum, highlighting intangible cultural heritage techniques, such as Miao and Su embroideries.

"Each garment in the series co-created by Yaying and the Palace Museum encapsulates a moment in history, embodying the cultural essence of various dynasties and ethnic groups," Huang said.