Design directions

Redefining gender aesthetics, rethinking masculinity, inspired by Korean K-pop culture. Male moisturizers, creams, and lotions plus male make-up lines. Products that express identity and individuality. 

Livestreaming, VR exchanges and AR shopping features to engage with a younger customer. Virtual make up filters for video recordings. Personalized product recommendations based on big data.

Partnerships and mergers in interesting combinations. Local and international, games and KOL’s.

Ingredients that have been used for centuries such as pearl powder and herbs such as Pu’erh. Looking back at the past generations to look for health and beauty care tips. Yang Sheng, prevention rather than cure, it is part of culture to integrate medication in food and drinks. 

Gender 

Aesthetics

AI beauty

Tradition

Traditions passed down generation after generation, are the real survivors of time. Local flavours and Chinese luxury dining. 

In a culture where meat-eating is considered a sign of prosperity, China is home to 50 million vegetarians, a 17 per cent growth in recent years. A rise in lactose free milk, ice-cream and cheese consumption. 

Healthier, light meals with low in salt, with less fat. Gourmet options in ‘meal for one’ combinations. Photogenic foods with a visual gimmick.

China’s food delivery services are providing more than 40 million meal deliveries a day and still growing 35 per cent year on year. The rise of cloud kitchens, such as Panda Selected that operate from centralised kitchens to provide home delivery.

Local flavours

Meatless

Light

Dairy

Romance sells. A poetic aesthetic that combines soft simple flowing fabrics with ruffles and pleating. Layered styles that flow.

Fabrics with shine and lustre. Damast woven patterns with lurex and gold threads.

Matching sets and co-ordinates. 

Two-piece short suits and mixes between tracksuits and overalls.

Multiple soft uni colours. Tonal dressing in one colour; soft yellow, mint, citric, aqua or lilac.

Decorations and appliques. Abstract patterns that have a sense of speed. Waves, swirls and moving lines.

Streetwear influence, hoods, track pants, raglan sleeves in lightweight fabrics.

Romance

Shine

Co-ordinates

Abstract

The crossover between luxury and streetwear continues to be a focal point.

Soft layered styles in lightweight tech fabrics. Anorak styles and long coats.

Inspiration from the early 1980’s tracksuits. A retro feeling of street style and the beginning years of hip-hop culture. Oversized styles with volume coats. 

Elegance and a feminine touch. Soft colours combined. Soft suits and flowing shirts. 

Layered streetwear. Hoodies, vests, coats all in lightweight tech textiles. Function and adaptable styles. 

Colour blocking and abstract patterns. Spray and dye effects.

Soft

Retro

Streetwear

Lightweight

Looking for new forms and symbols

that relate to history and the future.

A desire for culture and art pieces. Shapes and materials inspired by historical craftsmanship. 

Subtle and elegant Chinese details incorporated into minimalistic and contemporary design. 

A wider variety of styles and aesthetic influences, the ability to mix and match brands, objects and references.

A connection with nature. The use of wood, bamboo, natural stone and marble.Darker woods and colour schemes. 

Smart home technology. Appliances, lighting, smart speakers and security. Household gadgets, as people are spending more time at home.

Decoding history

Elegance

Minimalist

More diverse

The whole world is urbanizing rapidly; as a pacesetter in the growth of cities, China will have vital learning to share. 

Architecture can bring back a sense of community. Shared spaces and a coming together. Mix of functions, public space, hotels, event space, galleries.

The Chinese government now requires that fifty per cent of new urban buildings to be certified sustainable. 

Speed aesthetics, accept the raw and imperfect. A rough and ready building, driven by speed.

Courtyards and sheltered verandas. The spatial principles of feng shui. A circle for the sky and square for the Earth and the ground.

Megacities

Community

Green cities

Speed aesthetics

Wearable devices, smart home appliances, autonomous driving and smart cities are among the fastest-growing fields in the smart economy. 

5G, the next-generation tech is expected to be at least ten times faster than 4G, and its huge capacity to connect things will enable smart factories, self-driving vehicles and other applications. Robotic arms controled from a distant to perform precise surgery without having to be in the same room as the patient.

Smart restaurants and retail. Seamless service on- and off-line. What happens online does materialize, it does drive behaviour change in the physical world. QR codes are the bridge between the two worlds and allows small business owners to participate with the new digital technology without having to do big investments.

Smart

Seamless

5G

Automation

The human-like decision-making processes taken by AI technology in transportation connects people, cars, and roads, leading to smart, ecological driving. WeRide’s RoboTaxi service, autonomous cab services.

AI changes the automobile industry, including the way we drive and the way we interact with connected devices.

Driverless high-speed trains. The carriages have 5G signals, intelligent lighting and wireless phone charging.

China leads the world in infrastructure investment, roads and rails, electricity, and telecommunications.

Though China may be the world’s largest greenhouse gas emitter, it is also the world leader in energy production from renewable sources. 

Driverless

High speed

Infrastructure

Renewable

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