Can a creative spark ignite in the ancient town of Ningbo?

In the world of creative industries, “exceptions” often spark curiosity. A well-known domestic fashion brand, “Exception,” recently made headlines by choosing to showcase its latest collection on a catwalk in the historic town of Cicheng, Ningbo. This unconventional choice has raised many questions about the future of fashion and cultural expression. The event was more than just a fashion show—it was part of the “100-year Tour of Chinese Costume Culture,” organized in collaboration with the Beijing Institute of Fashion and Tiangong Cicheng. Alongside the runway, the brand also established a creative design studio in the area, signaling a deeper commitment to blending tradition with modernity. While most fashion brands tend to stage their events in major cities like Beijing or Shanghai, “Exception” opted for a less conventional location. According to Mao Jithong, Chairman of the brand, this decision was intentional. “Choosing a place like Cicheng, which hasn’t been a major player in the fashion world, allows us to draw inspiration from cultural heritage rather than chasing fleeting trends.” For the Ningbo apparel industry, this move is not entirely surprising. Over the years, several other well-known brands have also chosen to hold fashion shows in historical locations across the region, such as Tianyi Pavilion, Qiantong Town, and Xiangshan Shipu Ancient Town. These events highlight a growing trend of integrating traditional culture with contemporary fashion. During the 4th Ningbo International Fashion Festival in October 2000, Shanshan Group stunned the global fashion scene with a large-scale show that was broadcast on FTV, the French fashion channel. It was a landmark moment for Chinese fashion, proving that traditional elements could resonate on the world stage. As the fashion industry evolves, the fusion of traditional culture and modern design continues to be a powerful source of creativity. The Cicheng Ancient Building Complex, recognized by UNESCO for its cultural significance, offers a rich backdrop for such artistic expressions. With its deep-rooted history and vibrant creative community, it’s no wonder that more designers are turning to these spaces for inspiration. Mao Jithong believes that culture is the key to long-term success. “It's not just about economic growth, but about building something timeless. Through creative design, we can bridge the gap between traditional craftsmanship and modern industry, offering both value and meaning.” Experts agree that there is immense potential in combining cultural heritage with the fashion industry. Chen Guoqiang, Executive Deputy Director of the China Garment Association, emphasized that places like Cicheng have untapped value. “If they can better integrate classical elements with modern fashion, they can ignite real creative sparks.” Feng Jiecai, a renowned writer and Vice Chairman of the China Federation of Literary and Art Circles, added, “Cultural vision isn't just about looking back—it's about shaping the future. It's about seeing the present through the lens of history and imagining what lies ahead.” This shift in focus reflects a broader movement in the fashion world—one that values authenticity, heritage, and storytelling over mere spectacle. As more brands choose to step off the beaten path, the message is clear: the future of fashion lies in embracing the past.