EP YAYING's fashion show wraps up Shanghai Fashion Week Autumn/Winter 2026.

As Eastern aesthetics move from history into everyday life, China's fashion industry is undergoing a profound shift - from "Made in China" to "Created in China." In this shift, looking upstream to trace the origins of culture and using culture to define differentiation have become an industry-wide consensus. 

The 38-year journey of EP YAYING is a striking reflection of this shift. At the closing gala of Shanghai Fashion Week Autumn/Winter 2026, the brand brought Eastern beauty to life through an immersive runway experience.

The show drew inspiration from traditional Chinese yaji (elegant gatherings), blending Eastern folk music with Western symphony. Motifs like "phoenix among peonies" and Miao ethnic patterns were woven into the designs, while the signature "YAYING Blue" ran throughout the collection. Classic Chinese elements, such as stand collars and cross-over fronts, were paired with intangible cultural heritage techniques like Su embroidery, creating a distinctly contemporary Eastern aesthetic.

This year's theme, "Distillation," reflects the idea of distilling cultural essence, bringing together the strength of partners, and refining brand resilience.

Since 2018, EP YAYING has traced its materials back to premium sources in western China, focusing on three treasures: mulberry silk, yak fiber, and cashmere.

EP YAYING's organic mulberry base for silkworm rearing in Ningnan, Sichuan Province

In Ningnan, Southwest China's Sichuan Province, the brand sources high-quality 6A-grade organic silk, with each garment carrying an origin tag that tells the story of the Jinsha River.

In Aba, Sichuan Province, yak fiber, known as the "soft gold of the plateau," is carefully processed, and for every yak garment sold, the brand donates 5 yuan (73 cents) to support local education and children's development.

In Alxa, the Inner Mongolia Autonomous Region, EP YAYING became the first brand to use origin-certified labels for Alxa white cashmere.

By building raw material bases, the brand integrates industry with philanthropy, while collaborating with global partners to transform local materials into fashionable items that embody both Eastern elegance and international quality.

An EP YAYING flagship store in Beijing

In cities, EP YAYING's presence reflects a philosophy of coexistence and harmony with urban life. From Beijing and Shanghai to Hangzhou, its stores are more than retail spaces; they are lifestyle environments that combine tea culture, floral art, and exhibitions. 

These spaces feel like the home of an old friend: Step inside, and you're greeted by the aroma of tea and the gentle presence of flowers. They not only convey the philosophy of traditional Chinese living, but also embrace an open approach, collaborating with global designers and institutions to bring Eastern aesthetics to the world.

EP YAYING's 38-year journey is both a commitment to cultural heritage and the embrace of a global perspective. It represents a contemporary lifestyle rooted in the East yet open and confident in the world. At a time when global consumers increasingly value authenticity, it offers a promising path forward for Chinese brands going global.