Samuel Gui News Today

New Chinese Style has become "an overwhelmingly positive selling point," according to Labelhood's Jillian Xin.

For almost a decade, the designer has built a brand that tastefully cross-pollinates Chinese heritage and Western influence for today's audience.

But whether the cultural connotation of this festival will lead to a surge in consumption remains to be seen.

China's young and affluent are giving a local spin on the quiet luxury trend by mixing contemporary fashion with modernized traditional garments.