The Chinese clothing brand Eve Group brings together fashion with Chinese traditional embroidered flourishes and a modern sensibility, after 15 years of preparation.
From Aug 1 till Sept 22, Eve Group will be selling garments infused with traditional tie dyes and embroidery, highlighting long-forgotten craftsmanship from deep in the mountains, at a pop-up market called Remote Mountain Bazaar in Beijing Parkview Green Fangcaodi.
According to Xia Hua, the founder of Eve Group, she and her team spent 15 years searching for hidden treasures of intangible cultural heritage among remote villages in the most impoverished areas. The team reached over 8,000 ladies skilled at embroidery and collected over 5,000 traditional embroidery patterns.
A model walks down the runway in a dress decorated with traditional embroidery. [Photo provided to chinadaily.com.cn]
Lai Guoxian, general manager of Beijing Parkview Green Fangcaodi, said protecting traditional culture has always been the company's mission and it will encourage such crossovers between modern life and traditional art to preserve Chinese craftsmanship.
Living deep in the mountains, villagers engaged in the art of embroidery have no way to sell their work. The company has combined their handiwork with modern fashion to give it a new life.
"Many people told me, passion and love alone can't bring long-lost traditions back to the urban life," she said. "We will need sufficient business to help them. Customers can buy goods, and they also can try their hand at embroidery techniques and have an immersive experience. Every piece of clothing we sell profits the villagers."
An embroiderer from Guizhou teaches customers how to use pins and needles. [Photo provided to chinadaily.com.cn]
During the pop-up market, customers will have the opportunity to do tie-dying and embroidery art. "Many people don't have the time to find these hidden treasures in the mountainous areas, so we are bringing them to the city center to give customers an immersive shopping experience," she added.