The 2014 Shanghai Fashion Week kicked off in the trendy neighborhood of Xintiandi last week. Dong Liang Studio, which focuses on stocking Chinese designs, opened the shows to promote more up-and-coming designers.

Models present creations by Chinese designer Ji Cheng for A/W 2014 at Shanghai Fashion Week.

A stage to show off the talent of Chinese designers, the 2014 Shanghai Fashion Week has scheduled 45 shows, most of which feature local brands. Award-winning designer Ji Cheng has been a regular on the stage.

"There are always Chinese influences in my design. I want them to look cool and trendy, as well as wearable," Ji said.

China has long been recognized as the world's factory. The "Made in China" label can be easily found in most fashion shops in the world. But now, Chinese designers are gearing up to change that perception. While more and more international fashion brands opening shops in China, buyer stores for Chinese designers are getting popular among customers who are looking for fun and unique designs.

Sitting in a trendy neighborhood in Shanghai, the Dong Liang Studio stocks collections from Chinese designers. It is offering fashion lovers the chance to get their hands on labels that would have been rarely heard and touched just a few years ago.

"I have seen a lot of foreign fashion brands, and want to make some changes," said Lou Shamoshuang, a customer in the studio. "Local designers know Asian bodies, their cuts fit me better."

From the sketch board to shops, it isn't easy for young designers to build their own brands, let alone get recognized in the market. With financial support and industry connections, Dong Liang hopes its special sessions on Sunday will help more designers get noticed.

"It is my first show in China. I can't make it happen soon without Dong Liang's support. It usually takes fashion graduates at least two, three years to have their first show," said a designer named Guo Yirantian.

Thanks to more and more online boutiques and brick and mortar stores, collections from Chinese designers are getting easier to access. And Dong Liang is ambitious about the future.

"In future, we hope to shift from a mid-market retailer to a bigger platform to promote Chinese designers," said Tasha Liu, partner of Dong Liang. "We would like to find more unknown talents through a project called Fresh Air, and use our resources to help them."

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