The founder of multi-brand boutique Dressing for Fun, Ai Zhuo has single-handedly brought international avant-garde fashion to her home city of Chengdu. The Chinese native’s success highlights a growing number of luxury consumers in China’s second-tier cities.
Following her studies in budget management and a stint working for the Chinese government, Zhuo launched Dressing for Fun in 2012 as Chengdu’s luxury goods consumption was flourishing and local purchasing power was fast catching up with prominent Chinese cities like Beijing and Shanghai.
In 2013, Dressing for Fun was the first store in China to stock Marques’Almeida, a 2015 LVMH Prize-winning label that has since become known for its utilitarian denim and edgy aesthetic. Today, Zhuo’s boutique stocks a range of local talent, such as
, Shushu/Tong, Sankuanz and KKTP, alongside international brands like J.W. Anderson, Y/Project and Anrealage.