On July 14, Prince Kung's Palace Museum launched its original "Kung Fashion" brand with a ceremony held in front of the museum's Yin'an Hall. More than 100 guests gathered at the event, including Su Ning, deputy director of the museum; Laurence Xu, internationally renowned fashion designer; Qi Qi, the brand's collaborative designer; and actress Mao Xiaotong.
The launch showcased 37 concept looks and 35 neo-Chinese ready-to-wear apparel items and accessories, blending ancient Chinese aesthetics with modern design. Mao Xiaotong and several fashion influencers modeled the innovative pieces on site, bringing the brand's vision to life.
Inspired by classic elements of Prince Kung's Palace—such as the flowing lines of its wisteria vines, the geometric motifs of its windows, the dappled light in the Bamboo Courtyard, and the "Fu" Character Stele—designers have reimagined these cultural motifs through crafting techniques like traditional thread-wrapped wire flower and gold couching embroidery. The result is a striking transformation of historical artistry into contemporary wearable design.
Rooted in Prince Kung's Palace Museum's debut fashion show in Paris in 2023, the "Kung Fashion" brand embodies the museum's mission to express traditional culture in a contemporary context through local collaborations and cross-disciplinary creativity. The brand’s multi-channel approach—combining themed pop-up stores, immersive retail spaces, and online sales—aims to bring the elegance of the product into everyday life.
Looking ahead, the museum will continue to expand the "Kung Fashion" series, infusing Eastern aesthetics and cultural heritage into modern lifestyles, and breathing new life into China's rich traditions through the language of fashion.
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