For the creative industries, "exceptions" are not uncommon. However, it was quite unexpected for a Guangdong-based apparel company to choose Cicheng, an ancient county town in Ningbo, as the venue for its latest fashion show last night.
This brand, known as “Exception,†is a well-established name in China's domestic fashion scene. In collaboration with the Beijing Institute of Fashion and Tiangong Cicheng, the brand not only staged a runway event in Cicheng but also launched the “100-Year Journey of Chinese Costume Culture†initiative and established a creative design studio in the area.
While most domestic clothing brands typically opt for major cities like Beijing, Shanghai, or Hong Kong for their fashion events, “Exception†made a bold choice by selecting a less-known location. According to Mao Jithong, Chairman of the brand, this decision was intentional.
“Choosing Cicheng, a place that hasn't received much attention in the fashion world, reflects our belief that fashion doesn’t have to be about fleeting trends. Instead, it should draw from cultural heritage and find inspiration in tradition,†he explained.
This move isn’t just a one-time event. For the Ningbo apparel industry, integrating traditional culture into modern fashion has become a growing trend. From Cicheng to Qiantong Town in Ninghai, Luzhou Go Matang, and other historic sites, several renowned brands have already held fashion shows, showcasing the region’s rich cultural landscape.
In 2000, during the 4th Ningbo International Fashion Festival, Shanshan Group’s “One-Night Banquet†fashion show made a lasting impression. It was broadcast on France’s FTV channel, marking a significant moment for Chinese fashion on the global stage.
Traditional culture offers immense creative potential when combined with contemporary design. Last year, during the rainy season, Beijing-based models visited Ninghai’s ancient town. As rain poured through the narrow alleys, models in paper umbrellas captured the essence of a timeless aesthetic, leaving photographers deeply moved.
Cicheng, home to a UNESCO-recognized architectural complex, is a hub for traditional crafts such as weaving, pottery, and painting. Tiangong Cicheng Creative Park brings together these art forms, blending heritage with innovation.
Mao Jihong believes that while economic cycles may shift, culture remains a powerful and enduring force. “As a bridge between craftsmanship and industry, culture can drive value creation and offer tourists a meaningful cultural experience,†he said.
Chen Guoqiang, Executive Deputy Director of the China Garment Association, agrees. He emphasizes that many of Ningbo’s ancient towns hold untapped potential for creative industries. If modern fashion and classical elements are better integrated, they could spark new waves of creativity.
Feng Jiecai, a famous writer and Vice Chairman of the China Federation of Literary and Art Circles, adds that cultural vision is about looking ahead, not just preserving the past. “Culture is not just about history—it’s about shaping the future,†he says.
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