Not fashion models but role models. Taking part in Carrie Hammer's unique fashion show in Shanghai are successful women like Lu Liuliu, head of large merchant business at PayPal China, and Cathy Hau (above), executive director of the real estate group within CITIC Capital Holdings Ltd. Photos Provided to China Daily

“It’s always fun to try new things,” said Cai Xiaoying, one of the role models at the show who is the corporate tax partner of PricewaterhouseCoopers China.

The 43-year-old said that the experience gave her the feeling of “being unable to call the shots”, something rather rare considering her position in the company.

Other Chinese role models included Cathy Hau, executive director of the real estate group within CITIC Capital Holdings Ltd, and Lu Liuliu, head of large merchant business at PayPal China.

The show, which lasted less than 20 minutes, marked the runway debut for each and every one of these female entrepreneurs, CEOs and publishers, all of whom Hammer described to be “just as international as their counterparts in New York”.

“If there is any difference, they appear to me more feminine and soft. It surprises me that Chinese professional women don’t have to be as masculine or harsh (as those in the US) in order to be powerful and successful,” she said.

Having grown up with an “unconscious interest” in fashion, Hammer had identified a lack of well-fitted workwear for modern professional women when she was an advertising executive. She then started to create custom pieces that could be worn “from rush hour to happy hour” and has since been making waves in the fashion world. Hammer was earlier this year named in Forbes’ 30 Under 30, a list which profiles the most influential people from various industries who are under the age of 30.

Hammer’s Shanghai show is part of her preparations to enter the lucrative Chinese fashion market. She is also planning to open an online store on Tmall.com, the biggest business-to-customer e-commerce platform in China, though she has yet to come up with a concrete timetable.

“It’s astonishing to see that the bestsellers after every show have always been the ones worn by the women displaying the most confidence. The clothes may not necessarily be in the color of the season, nor are they my personal favorites,” said Hammer.

“At the end of the day, (the fashion industry is) all about selling the persona instead of selling the suit or the dress. When a woman wants that bag, she actually wants the lifestyle of the woman who carries it. That’s why we need more role models as positive examples,” she added.

xujunqian@chinadaily.com.cn