Eve breaks new ground

The latest collection, presented by Eve Group, displays a modern twist to an ancient clothing style. [Photo/China Daily]

Xia grew up in a rural family in Liaoning province in northeastern China. She recalls that she always worried about having no new clothes to wear on Spring Festival. But her mother never disappointed her by making her new clothes from old sheets.

She studied law at China University of Political Science and Law before founding Eve in 1994.

"My mother was like a magician to me. I didn't know what luxury was before my 30s. But I want to be a magician like my mother," she says.

Now Xia calls on women entrepreneurs, as well as Chinese graduates from Central Saint Martins and Parsons School of Design in London, to join her in the mountains.

She is eyeing the younger generation, dressing stars in popular TV dramas, setting up online shopping sites and offering products at more affordable prices.

Eve opened a designer space in Beijing's Parkview Green shopping mall that shows its collaboration with 38 international and local designers.

"This is the best time for Chinese fashion brands. Chinese customers are no longer after the big logos. They are looking for unique designs that express their individuality. And we are the people who know them the best and who can offer the best value for money," she says.