EP YAYING 2025 Autumn/Winter China Premium Materials Collection

As "Created in China" continues to shine on the world stage, the country's fashion industry is undergoing a profound transformation — from manufacturing to innovation. Founded 37 years ago, the EP YAYING Fashion Group has created a corporate culture focused on "Balance, Love, and Happiness," integrating growth with cultural heritage, rural revitalization, and national strategies to forge a sustainable development path with Chinese characteristics.

Rooted in culture, showcasing Eastern beauty

EP YAYING always considers the preservation and promotion of excellent traditional Chinese culture a core mission. The Yaying Aesthetic Museum houses a collection of the brand's historical garments, as well as valuable materials, including ethnic embroidery and traditional sewing tools, serving as a living archive of clothing heritage. In 2024, the group launched the Chinese Costume Culture and Creative Learning Center, which traces the history of Chinese silk and garment craftsmanship, providing inspiration for modern design.

The brand promotes the modernization of Eastern aesthetics through a dynamic fashion language. At the 2025 Shanghai Fashion Week Spring/Summer opening show, EP YAYING dazzled audiences with garments that fused Su embroidery and silk craftsmanship. Collaborating closely with intangible cultural heritage artisans, the brand has brought ancient Miao paper-cut motifs and the intricate needlework of Su embroidery back to life through modern design. From static preservation to dynamic expression, EP YAYING uses clothing as a medium to convey culture, allowing traditional craftsmanship to blend seamlessly into modern life.

Driven by responsibility, empowering rural revitalization

EP YAYING has transformed its industrial chain into a "win-win chain." In Ningnan, Southwest China's Sichuan Province, the company established an organic mulberry-silk base to create a green, closed loop where "good mulberry yields good cocoons, and good cocoons produce fine silk." In the Aba Tibetan and Qiang Autonomous Prefecture, Sichuan, the company applies technology to better leverage the use of yak wool and has set up a special fund to support local communities. In Alxa League, North China's Inner Mongolia Autonomous Region, the company has built a cashmere goat base to enhance quality and value across the cashmere industry.

The establishment of these raw material bases has not only increased the local residents' incomes and promoted shared prosperity at the source, but it also established "Chinese materials" as a symbol of fashion, gradually reshaping the global perception of China's raw materials.

In step with the nation, resonating with the times

EP YAYING's growth mirrors China's industrial evolution. As the "Guochao" (Chinese chic) rises, EP YAYING, grounded in deep cultural heritage, has been at the forefront of introducing Chinese aesthetics and values to the world through symbols like traditional patterns, silk brocade, and embroidery.

Focusing on contemporary urban women, EP YAYING continues to refresh its stores, host aesthetic salons, and other activities to strengthen emotional connections with consumers, celebrating the grace of modern metropolitan life.

From cultural preservation to rural revitalization, EP YAYING's 37-year journey embodies the sense of responsibility of a Chinese enterprise. On the path of the great rejuvenation of the Chinese nation, the brand's thread of love has woven not only its own story of growth but also a vivid chapter in how China's fashion industry, as a cultural force, is bringing Eastern beauty to the world.