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Serena Rovai and Nicola Bellini

This chapter focuses on the profile of the new generation of Chinese creative entrepreneurs in the fashion and luxury industry and investigates, in an exploratory way, the mix of endogenous factors that support their growth in the specific context of the city of Beijing. Based on a review of the elements characterising the present stage of development of this industry and on the results of interviews of two emerging brands within a concept store hosting them, the authors argue that in the struggle to affirm the positive value of Chinese creativity, this new breed of entrepreneurs is developing a syncretic mix of Chinese, Asian and Western elements rather than proposing a nationalistic rediscovery of Chineseness. A Beijing effect is also visible, giving evidence of the relationship between art and fashion. Finally, their growth and success appears in tune with the government’s domestic and international policy.