statement of intent
RÈN ‘韧’ is CHUN’s 2026 capsule collection, created in response to the ongoing misrepresentation of elegance and femininity in both fashion and society. Elegance is often portrayed as delicate, ornamental, and passive—overlooking the strength, control, and emotional resilience that often lie beneath graceful appearances. This narrow definition reduces femininity to fragility, leaving little space for complexity or power.
As one formally trained in Chinese cultural dance, I’ve come to see elegance as a form of force that is deeply resilient. Among the many cultural dances I’ve practiced, Dai ethnic dance, and particularly the Peacock Dance which resonates most with me, embodies this contrast with striking beauty. Its movements may appear soft and fluid, but they are rooted in strength, discipline, and precise control. That tension stayed with me and led me to question: why strength and softness are so often seen as opposites—especially in how femininity is represented.
Through RÈN, I aim to redefine elegance as a quiet, grounded strength. The Chinese character “韧,” meaning resilient toughness, the collection expresses power that does not shout, but endures—flexible and strong. Instead of using literal cultural motifs, I choose to achieve the motifs through autoethography of myself dancing, and dancing various Chinese cultural dance with Chinese ink on canvas, capturing the energy of motion and transforming them digitally. These motifs were then translated into textiles through beading, devoré, digital print, and metallic foiling—each technique echoing the rhythm of dance through surface and form. Balancing relaxed tailoring with delicately manipulated fabrics and textiles, the collection merges softness and strength, control and fluidity. A refined monochrome palette—black, white, grey, blue, and silver—grounds the collection in quiet confidence, allowing emotion and identity to come forward in subtle, powerful ways.
While RÈN is a deeply personal exploration, it speaks to a wider issue: the need to expand how fashion defines femininity. This collection invites wearers to feel both strong and beautiful, to move with intention, and to embrace elegance not as a fragile ideal, but as a reflection of inner resilience.
sustainability statemenT
At CHUN, we believe that sustainability is at the heart of true innovation.
We are committed to thoughtful, intentional design that minimizes environmental impact while honoring craftsmanship, longevity, and emotional value.
- Low-waste production & thoughtful pattern making
We prioritize low-waste production through mindful pattern making that reduces fabric waste and maximizes material efficiency. Every design is developed with precision, ensuring that each garment uses only what is necessary. Through this approach, we reduce excess and create with the smallest environmental footprint possible—without compromising beauty or design integrity.
Small-Scale Production
Each piece in our collection is hand-beaded by CHUN and sewn by skilled local artisans who share our values of quality, care, and sustainability. Our small-scale production model allows us to maintain ethical labor practices, foster personal relationships with our makers, and ensure that every garment is created with attention and respect.
Timeless Design & Durability
We believe that sustainability begins with timelessness. CHUN’s pieces are designed to transcend trends—combining elegant simplicity with structural longevity. By focusing on quality construction, versatile design, and lasting materials, we create garments meant to be worn, cherished, and reinterpreted for years to come.
Our Vision for the Future
As CHUN continue to grow, we remain dedicated to practices that respect both the planet and the people who wear our work. Our vision is to help reshape the fashion industry through purposeful creativity, slow and intentional making, and empowering designs that honor identity, craft, and care.
TREND RESEARCH
SOFT-POWER DRESSING
Collection B
Fall RTW 2024
Resort 25
spring RTW 2025
Resort 25
Spring Summer 25
Resort 24
Moving away from rigid forms, Soft Power Dressing embraces a more nuanced and intentional approach—where feminine strength is conveyed through relaxed tailoring, fluid fabrics, and quiet structure. It expresses presence without dominance, allowing elegance and confidence to coexist through subtle, controlled design.
TREND RESEARCH
NEW CHINESE STYLE
Fall 23
Fall Winter 26
Spring Summer 25
Spring Summer 25
Fall RTW 25
Spring 25
Fall Winter 25
As younger generations in China and abroad reconnect with their cultural roots, a new wave of designers are reinterpreting traditional Chinese elements through a contemporary lens. This movement, often referred to as the New Chinese Style, emphasizes cultural expression without imitation—favoring abstraction, symbolism, and emotional storytelling over direct replication.Designers draw from their roots while using clean silhouettes, contemporary construction, and abstracted references to convey identity in a global context.
TREND RESEARCH
EXPERIMENTAL TEXTILES
Spring RTW 25
Spring RTW 2025
Fall 2024
Fall Winter 1997
Spring RTW 2025
Spring 24
Driven by a growing cultural focus on movement and self-expression, fashion is increasingly embracing fluid motion as both a design language and a mindset. Designers are turning to dance, sport, and the natural rhythm of the body as inspiration—exploring how garments move together with the wearer. This has led to flowing silhouettes, flexible materials, and designs that feel dynamic, responsive, and alive in motion.
CHUN’s primary audiences are individuals in the creative fields or those who seek to express their artistic vision through fashion, embracing pieces that are timeless yet unconventional, appreciating innovative contemporary fashion and designs that tells a story.
CHUN’s secondary audience extends to individual outside of the creative industry who are equally intrigued by mid luxurious fashion that embodies confidence, individuality and innovative contemporary fashion with a twist.
PRIMARY
TARGET
AUDIENCE
PERSONA
TARGET
AUDIENCE
PERSONA
Name: Sophie Zhang
Age: 29
Profession: Creative Director at a Contemporary Art Gallery
Location: Shanghai, China
Income: higher class income, with an estimated income of around ¥700,000 annually (approximately 100,000 USD)
Spending on Clothing: Allocates approximately 10%-15% of her annual income to clothing, which amounts to about ¥50,000- ¥70,000 (approximately 7000-10,000 USD) annually. She seeks luxury, unique, and artistic pieces that reflect her creative vision and individuality.
Interests: Contemporary art, experimental design, performance art, fashion history, and travel
Fashion Style: Unique, expressive, and refined. Ci Ci prefers one-of-a-kind garments that make a statement and tell a story.
Personality: Intellectual, introspective, and confident, driven by a strong creative vision and an eye for the avant-garde.
Fashion Aspirations: For Ci Ci, fashion is an extension of her artistic expression. She seeks designs that combine sophistication with creativity, valuing pieces that blend traditional influences with modern innovation.
Connection to CHUN: Ci Ci feels empowered by CHUN’s message of fluid strength, resonating with the intricate storytelling and contemporary techniques in each garment. She appreciates the brand’s seamless blend of cultural heritage and innovative design, finding it to be an embodiment of her own style.
Age: 29
Profession: Creative Director at a Contemporary Art Gallery
Location: Shanghai, China
Income: higher class income, with an estimated income of around ¥700,000 annually (approximately 100,000 USD)
Spending on Clothing: Allocates approximately 10%-15% of her annual income to clothing, which amounts to about ¥50,000- ¥70,000 (approximately 7000-10,000 USD) annually. She seeks luxury, unique, and artistic pieces that reflect her creative vision and individuality.
Interests: Contemporary art, experimental design, performance art, fashion history, and travel
Fashion Style: Unique, expressive, and refined. Ci Ci prefers one-of-a-kind garments that make a statement and tell a story.
Personality: Intellectual, introspective, and confident, driven by a strong creative vision and an eye for the avant-garde.
Fashion Aspirations: For Ci Ci, fashion is an extension of her artistic expression. She seeks designs that combine sophistication with creativity, valuing pieces that blend traditional influences with modern innovation.
Connection to CHUN: Ci Ci feels empowered by CHUN’s message of fluid strength, resonating with the intricate storytelling and contemporary techniques in each garment. She appreciates the brand’s seamless blend of cultural heritage and innovative design, finding it to be an embodiment of her own style.
SECONDARY
TARGET
AUDIENCE
PERSONA
TARGET
AUDIENCE
PERSONA
Name: Mia Suzuki
Age: 26
Location: Japan
Income: Upper middle class, with an estimated income of around 7,000,000 JPY annually (approximately $50,000 USD)
Spending on Clothing: Allocates approximately 6-10% of her annual income to clothing, equating to about 420,000 JPY - 700,000 JPY annually. She gravitates towards luxury, sophisticated, and futuristic pieces that reflect her individuality and ambition.
Interests: Luxury fashion, fine arts, fine dining, philanthropy, and women’s empowerment
Fashion Style: Drawn to bold, sophisticated, and futuristic designs that express her confidence, strength, and expressive personality. She prefers statement pieces that reflect her creativity and individualism.
Personality: Ambitious, expressive, edgy, and feminine, with a strong sense of self-assurance.
Fashion Aspirations: Evelyn views fashion as a way to communicate her confidence and strength. She gravitates towards brands that embody elegance and power, with a touch of sophistication. She seeks garments that reflect her personality, creative vision, and appreciation for refined craftsmanship.
Connection to CHUN: Evelyn resonates with CHUN’s message of feminine power expressed through elegance. She values the timeless yet innovative nature of the collection, especially its ability to merge cultural elements with modernity. For Evelyn, CHUN represents her desire to wear fashion that embodies her confidence, ambition, and love for artistic luxury.
Age: 26
Location: Japan
Income: Upper middle class, with an estimated income of around 7,000,000 JPY annually (approximately $50,000 USD)
Spending on Clothing: Allocates approximately 6-10% of her annual income to clothing, equating to about 420,000 JPY - 700,000 JPY annually. She gravitates towards luxury, sophisticated, and futuristic pieces that reflect her individuality and ambition.
Interests: Luxury fashion, fine arts, fine dining, philanthropy, and women’s empowerment
Fashion Style: Drawn to bold, sophisticated, and futuristic designs that express her confidence, strength, and expressive personality. She prefers statement pieces that reflect her creativity and individualism.
Personality: Ambitious, expressive, edgy, and feminine, with a strong sense of self-assurance.
Fashion Aspirations: Evelyn views fashion as a way to communicate her confidence and strength. She gravitates towards brands that embody elegance and power, with a touch of sophistication. She seeks garments that reflect her personality, creative vision, and appreciation for refined craftsmanship.
Connection to CHUN: Evelyn resonates with CHUN’s message of feminine power expressed through elegance. She values the timeless yet innovative nature of the collection, especially its ability to merge cultural elements with modernity. For Evelyn, CHUN represents her desire to wear fashion that embodies her confidence, ambition, and love for artistic luxury.