China’s Young Fashion Designers Step-up a Gear in International Competition

• US-sponsored leather design competition attracts entries from hundreds of students
• China Leather Industry Association leads way as Chinese colleges fashion their future
• US sponsors look to promote the materials and the individuality that will drive ‘slow’ fashion

Beijing, China:  ‘Real Leather.  Stay Different.’ is a design competition with a difference.  Delivered by the Leather & Hide Council of America in partnership with the Chinese Leather Industry Association and sponsored by Xingye Leather Technology Co. Ltd and Jiaozuo Longfeng Leather & Fur Enterprise Co. Ltd, the competition looks to the fast growing Chinese fashion market, inviting design and fashion students to submit concepts for leather based clothing and accessories. 

The judging panel, representing leading fashion brands including Honggu and STACCATO, this week [3 January 2020] shortlisted 45 entries from more than 400 illustrated submissions.  Finalists now have three months to produce samples for a showcase to take place in Beijing with prizes on offer including funding and the opportunity to study in the United States.

The competition forms part of an international programme to communicate the benefits of high quality and responsibly sourced leather to the next generation of designers and crafts-persons.   Entries were invited in four categories of apparel, bags, accessories and the most popular category of footwear.  Zhu Qing, a student of Wenzhou University in Zhejiang province and aged just 20 entered the competition with a fresh new take on the penny loafer.  Zhu commented:

“In a world of fast fashion some things have an enduring style and this is what I strive for in my work. Using leather gives me a natural and incredibly durable material to work with, a material that shouts individuality – and that is what I offer with this design.  As we are taught at college style is what lasts and fashion should be a showcase of the person, not the designer.”

Speaking on behalf of the Leather & Hide Council of America Steve Sothmann, President, welcomes the interest in the competition:

“The competition lets us talk with young design students the world over, to see their source of inspiration and to provide the tools to bring their vision to life.  We are thrilled to have more than 400 entries this year, to be working in partnership with our colleagues in China, and to have the chance to support the next generation of designers."

With entrants required to use leather as the principle material, alongside other natural materials, Sothmann explains:

“Fashion is a fast moving, resource intensive and international business.  We are working to promote high quality and sustainably sourced US leather as a natural, durable and ‘slow’ material.  To us individuality and style is enduring and that makes well considered and brilliantly designed leather goods ever more relevant to today’s world.”

The finals for ‘Real Leather. Stay Different.’ will take place in May 2020 at the Beijing Institute of Fashion Technology.  Those interested in leather fashion, style, use and history should visit chooserealleather.com, like us on Facebook, follow us on Instagram or Twitter.  Videos of the designs can be viewed here.

For further information, images or interview with sponsors or finalists please contact: press@chooserealleather.com

About LHCA

Formed by the 2020 merger of the United States Hide, Skin and Leather Association (USHSLA) and Leather Industries of America (LIA), the Leather and Hide Council of America (LHCA) is a full-service industry trade association representing the entire U.S. leather supply chain, including meatpackers, hides and skins processors, traders, leather tanners, finished leather goods producers, footwear companies, chemical suppliers, machinery producers, trade media and market reporters, freight forwarders, transportation service providers, financial institutions and more. The association provides its members with government, public relations, and international trade assistance and support. LHCA is a cooperator organization under the U.S. Department of Agriculture’s foreign market development programs, assisting U.S. firms develop new markets for U.S. agricultural exports. LHCA is at the forefront of the industry’s needs, providing members with education and technical information to compete in today’s global marketplace.