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Here there are many hand-tailored qipao, while further to the east of Changle Road and south of Maoming Road, to the right at the next corner is "Haute Couture Street" where qipao have more international elements and fetch higher prices.

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Dongjiadu Textile Market is another source for tailor-made qipao, though the handiwork is not as good and this is reflected in the cheaper prices and fewer style options.

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Additionally, the Culture Center of Qipao in Xuhui district aims to attract the young and affluent by presenting its range of the iconic dress in a series of cultural events.

Decorated with traditional Chinese-style furniture, the center has prepared a series of performances, arts training and cultural exchange activities to promote the culture of qipao.

"Shanghai is the origin of the modern qipao," says the center's director Wang Weiyu. "However, due to changing times, the qipao is no longer worn daily, which is a great loss in terms of traditional womenswear."

Wang wants to promote qipao with modern elements, so that it will suit the office lady crowd.

The center has arranged various cultural activities that take place after the exhibition, such as flower arranging, tea performances, a book club and lectures on traditional culture - and the only requirement for joining is that members should wear a qipao for the sessions.

In recent years, qipao culture has also been promoted at universities in Shanghai, so that youths look more favorably on the style.

More than 200 university students are expected to wear qipao in 2013 on Huaihai Road as part of a show for the Shanghai Tourism Festival.

Contact the writer at lixinzhu@chinadaily.com.cn.