Another buzzword that has been making waves is guochao, literally translated as “national tide”, a growing cultural phenomenon that embraces national pride and Chinese culture, particularly among millennials and Generation Z. Domestic brands, of course, are favoured over international labels. The latter, however, could make the cut if it incorporates and celebrates Chinese heritage in a modern context. Case in point: Adidas’ bestselling Asian extension jackets, featuring modern streetwear designs blended with neo-Chinese detailing, such as traditional pankou buttons.
As China consistently grows in its cultural self-confidence, a boom in home-grown luxury brands and heritage-inspired designs is par for the course. Should your travels take you to Modu this year, here are four key places to check out.
DOCUMENTS
Stepping into this fragrance boutique is in itself a Zen-like experience. Its interiors are inspired by temple architecture (but with an avant-garde twist) and a colour palette of rich yellow tones and shadowy darkness. Founded by Zhaoran Meng in 2021, Documents (or wénxiàn in Pinyin) is fast breaking the hold of Western luxury fragrance brands. Its aesthetics are ace, of course, but the high-end, proudly Chinese perfume maison stands strongly on its offerings alone. Documents’ raison d’être is to share scents that encapsulate the heart of new China with the world, by way of local flowers and ingredients such as cedar, pomelo, mugwort (a key ingredient in Traditional Chinese Medicine) and Yulan magnolia (also the official flower of the city of Shanghai), which has been cultivated in Buddhist temple gardens since 600 AD and is native to central and eastern China.
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Bottle designs are based on the sunmao (the mortise and tenon joint), an ancient woodworking technique that joins two pieces of wood at an angle without the use of nails. Widely adopted in traditional Chinese architecture, it can be seen in structures throughout the Forbidden City, the Temple of Heaven and the pagoda of Fogong Temple. Peruse the perfumes at leisure and, if your budget permits, pick up the pricey but precious Silver Charcoal Drip incense.
SONGMONT
Its fans call it “China’s top luxury brand bag” but Songmont’s price range is infinitely friendlier and guaranteed not to make your eyes water. After all, its creation was based purely on utilitarian needs as founder Fu Song could not find a bag that could tick all the boxes as a young mother juggling work and the daily commute as a UI/UX designer at Google.
Hailing from a family of craftsmen, Song sat down one day to design and create, assisted by her mother, her first bag — an emerald laptop — that immediately caught the eye of friends, colleagues and even strangers. In 2013, buoyed by the encouragement, she decided to set up her own label. Today, locals and tourists alike make a beeline for the stores, picking up the signature Luna bag, lattice-motif totes accessorised with a charm in diamond shapes or the Song bag that evokes a certain It Bag du jour. Songmont also offers small leather goods and accessories. The one we have our eye on? The Lucky Gourd charm, or hulu, whose “8” shape represents overflowing prosperity and harmony in Heaven as well as on Earth.
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WU ZHONG MARKET
Fashion cannot be restricted just to the catwalk. It needs to transcend the real world too. And for the twain to meet, there is no better place in Shanghai than at Wu Zhong Market. The 2,000 sq m wet market caught the attention of fashionistas in 2021 when Prada took over the premises for a groundbreaking pop-up event. Guests got to shop for fruit, meat and vegetables which then came wrapped in designer packaging — high-end paper emblazoned with the Milanese luxury fashion house’s signature geometric prints — meshing gloss with grit and runway with reality.
Although the collaboration has long ended, Wu Zhong Market remains an institution and a key part of the social fabric for the folk who live in and around Xuhui district. What is equally important is how it tries to remain relevant to the next generation who do not regard the traditional wet market as part of their lives. Besides the fresh produce sold at traditional stalls, one can also buy beautiful flowers for the dinner table, speciality ingredients from various parts of China, a quick drink or even a bowl of tasty noodles on the first level.
WUKANG LU
It may surprise many but one of the hippest spots to see and be seen in Shanghai is in fact the historic French quarter, filled with Art Deco buildings and once famed for being a hub for the xiaozi, or petite bourgeoisie. But those who have walked the length (1,183m, to be precise) of Wukang Lu in the former French Concession will know it to be a magnet for the city’s trendy and restless. Weekends are especially heaving, with young people congregating to take pictures at practically every corner (the façade of the Wukang Mansion is especially popular) while keeping an eye out for their favourite wanghong (internet celebrities). If it all gets too much, move on to the adjacent area of Anfu Road, which is also well worth exploring as it is jam-packed with boutiques, vintage stores, cool cafés and streetwear-savvy shops.
