Fashion Season begins with the perspective of Angelica Cheung, founder of Vogue China, on Chinese fashion and behavior. This first report is part of a series that provides the keys to understanding the Chinese market for international brands while offering and idea about the future of Chinese designers. 


Cheung observes: "When the country opened up and luxury products started to flood in, people were not sophisticated or educated enough about luxury, or about fashion. They went for something that that they could easily understand that was symbols and logos. Now, suddenly they feel that they want to decided what actually suits them. " As regards launching Vogue in China nine years ago, Cheung says, "In 2005, I was struggling to find three or four Chinese designers whose work would not look too awkward next to the Dior’s, the Chanel’s and the Prada’s in the magazine. Now we have just so many Chinese designers. Ten years ago, what everyone wanted was modern, Western. What I find about the younger generation of designers is that they are increasingly more interested in their own heritage." 

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The Fashion Season is scheduled every day until Tuesday, September 30 on CNN and accessible on FashionMag.com.