Home textile brands in Nantong embrace Gen-Z with modern Chinese style

China Dieshiqiao International Home Textile City in Haimen district, Nnatong. [Photo/Nantong Daily]

China Dieshiqiao International Home Textile City in Haimen district, Nantong, has unveiled its autumn and winter collections, with brands pivoting to Gen-Z preferences. Through creative designs, artisanal craftsmanship upgrades, and brand narrative shifts, exhibitors are strategically positioning themselves for the year-end sales surge.

In the showroom of Xinyuan Home Textiles, new products made from sanded and fleece fabrics occupy prominent positions. The brightly colored and uniquely patterned bedding is carefully displayed, with a noticeable increase in products featuring trendy Chinese styles, attracting many buyers.

Dai Changjun, manager of Xinyuan Home Textiles, noted that for young consumers, design patterns, visual appeal, aesthetic value and emotional impact have become important factors when purchasing home textiles.

Additionally, brands like Huayuxiu have chosen to delve into traditional culture, breathing new life into ancient crafts.

This year, Huayuxiu has incorporated the intangible cultural heritage technique (ICH) of Nantong homespun cloth into its new products, combined with color schemes inspired by the 24 solar terms of the Chinese calendar, creating a rich sense of modern Chinese style. 

Zheng Wen, the company's director, said, "More and more young people are now interested in ICH techniques and trendy Chinese products. We hope that Nantong homespun cloth is not just an old craft but become the carrier of cultural transmission."