Chinese fashion brands with European character are bucking the local identity trend – and finding a

Recent years have given birth to countless Chinese brands and designers that overtly and proudly embrace their Chinese identity. Some incorporate cultural motifs into their work, while others appeal directly to patriotic sentiment in their marketing campaigns.

However, a number of Chinese brands are bucking that trend and wearing European inspirations unambiguously on their sleeves.

Guangzhou-based Juvil is one such brand. Founded by Hong Kong entrepreneur Adrian Cheng of K11 and New World Development, the jewellery brand describes itself as “Scandinavian-inspired” and references “Nordic nature” and “Nordic flair” in its marketing materials.

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