( CNN ) -- When I was launching Vogue China nine years ago , one of the key elements I was determined to introduce was a regular column dedicated to promoting and supporting Chinese design talents . We were the first fashion magazine to do this on a regular basis , but it was not easy . There really were n't many people whose designs could hold up alongside all the international brands we featured . Nowadays , we are overwhelmed with design talent , both from emerging independent designers and from domestic Chinese fashion brands , and very often , we wish we had more space to feature more of them . We started off lending a platform in the magazine for young local designers . But gradually , we started developing various initiatives beyond the magazine in order to promote their designs and widen their scope of influence . For example , the Vogue Talents Corner in collaboration with thecorner.com.cn in December 2011 and the CFDA x Vogue Fashion Fund , launched in 2012 , which allows Chinese designers to gain first-hand insight into the business and retail side of fashion in the New York offices of leading companies like Theory and Michael Kors . Whilst we were mostly focusing on independent designers , gradually , I began noticing that many Chinese fashion brands were taking an increasingly international approach to the way they run their business . They had long been power players in the retail market here , but perhaps lacked the industry know-how of how to operate like an international fashion house , without samples , appropriate PR and a streamlined brand image . We started off by doing a feature on four major brands in our September 2011 issue and I was intrigued by the fascinating stories of their owners , who had all grown up in a society without fashion , but who were now relaying it to the masses with great commercial success . From then on , we have witnessed a growing maturity amongst these brands and their new season designs are often featured within the magazine . See who else has been on Talk Asia . More recently , we are so proud to see those such as Uma Wang , Masha Ma and Huishan Zhang thriving on the international stage , as they show on schedule at Milan , Paris and London fashion week . In terms of design style and business acumen , this new generation is possessed of incredible confidence and industry awareness , and are a lot less naïve than the earlier designers . Many of them were educated at design schools abroad , where they learnt to operate within the industry , both abroad and in China . Their success is also an example of the seismic shift which is happening in the Chinese consumer market as people are moving beyond the logo-ed products , with a preference for more rarefied but discreet things . In this process , they are turning more and more towards Chinese designers , who they feel offer products more tailored to Chinese tastes and aesthetics than some of the international brands . Compare the fashion choices of the first ladies of America and China . The growth of this market is witnessed by the rising number of buyer 's boutiques who specialize in Chinese designers in Shanghai and Beijing , and increasingly spreading to other cities like Guangzhou , Chengdu and Changsha . I do n't think the 'made in China ' label defines Chinese designers today . Many designers split their design and production between overseas and China . This is a natural process borne out of financial , quality and logistical considerations . Maybe a certain Italian fabric suits their design better , or maybe in some cases Chinese craftsmanship is better . We live in a world which is getting smaller and smaller , and if for example , a German brand can produce in Italy without losing their identity , then I do n't see how it is any different for Chinese designers . It is up to each designer to determine which production methods are best suited for them . Sexy , skintight , sophisticated : How the cheongsma has survived a century . Of course , these young designers , like young talents everywhere else in the world , are also facing many challenges . A major one is how to create a brand that is really unique and stands out among the countless other designers and brands that are crowding the markets around the world already . They have to answer the question of `` why does the world need another designer ? '' not just for one season but consistently throughout years . The internet , whilst making some things easier , is also posing other challenges . A new idea does not remain new for long in this digital age . Execution , delivery and efficiency are just as important as novel ideas . Chinese designers need , like young designers all over the world , to learn to move beyond the derivative influence of previous designers and stand up for themselves . Despite these challenges , I have confidence that in this , as in everything else in China , change will come much faster than most people expect . The opinions expressed in this article are solely those of the author , Angelica Cheung .
Annie Cheung is editor - in - chief for Vogue China . Journalist has seen rise of China 's homegrown fashion designers since magazine 's launch two years ago . Artists and consumers are maturing and going beyond the allure of well - known logos , she says . Challenge is for young Chinese designers to move beyond influence of brands .