This project delves into the resurgence of cultural awareness in China, particularly through the lens of the Hanfu (traditional Chinese attire) movement, which is slowing down in 2024.

By conducting thorough research across various stakeholder perspectives, I identify key challenges and opportunities in breaking the plateau the culture renaissance is facing.

Watch the video and discover how my strategic approach not only aims to enhance cultural pride and identity within Chinese society but also addresses global misrepresentations and stereotypes, paving the way for a fashion brand that embodies a true fusion of tradition and modern practicality.