Top Designers Shed Secrecy Around Work for Chinese Brands

2026/01/21

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👉 Read original article → BoF - Top Designers Shed Secrecy Around Work for Chinese Brands

Published: 19 January 2026

Author: Gemma A. Williams

The Business of Fashion reports that Chinese brands are increasingly hiring top Western designers such as Kim Jones (Bosideng) and Kris Van Assche (Anta), marking a shift from secrecy to public, high-profile creative partnerships as China’s fashion industry gains global confidence and ambition.

Emmanuel Hemmerle was quoted noting that this reflects a “new recruitment era,” where Chinese companies are now able to attract major luxury talent and use these appointments to build long-term brand equity and global legitimacy.

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LinkedIn Insight

by Emmanuel Hemmerle‍

👉 View full LinkedIn post → Western designers are now proudly working in China!‍

Thanks to The Business of Fashion and Gemma A. Williams for including me in this conversation.

Not long ago, designers like Kim Jones or Kris Van Assche kept their work in China quiet.

Today, they are taking public creative leadership roles at Chinese brands: a sign of a deeper shift.

Chinese companies are building long-term creative teams with international designers, providing the resources, freedom and platforms to shape collections, campaigns, and brand stories that can resonate globally.

Western designers now see Chinese brands as prestigious and successful enough to relocate: China offers fertile ground for career growth, reinvention, and high-profile global projects.

Curious how this trend is unfolding?

Read Gemma Williams' full reporting here: urlr.me/rcdGhx

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