A store called "Brand New China" in Beijing's Sanlitun Village has been a magnet to local fashion lovers. Its unique and different designs even attracted Vogue editor Anna Wintour to pay a visit in 2010.

'Brand New China': A new force in Chinese design

Slap bang in the middle of Balmain, Versace and Lanvin stores in Beijing, "Brand New China" is proving to be the most exciting space in the evolving Village North complex.

With products from more than 100 Chinese independent designers, ranging from clothes to accessories to furniture, this 540-square-meter store is proving to be stiff competition for traditional western brands. People who walk into the store cannot wait to try on the trendy dresses and accessories.

Reporter: "Now I’m gonna try some of these designers’ clothes, and see how they look on me."

These young designers are being given a commercial platform to showcase their products and increase their exposure to a rapidly growing, increasingly sophisticated number of customers who appreciate quality and originality more than imported brands.

The store was launched in 2010 by Hong Huang, a publisher, blogger and talk show host. Its name "Brand New China" takes on the double meaning of "brand new". Hong Huang believes that China is capable of moving on from being the factory of the world, to develop its own designs and brands. It’s a creative capability that so far has been overlooked. And this is also one important reason that why she opened this store.

Some of "Brand New China"’s designers have even established their own labels. And the store has big ambitions. Shen Shen says they plan to open a branch in the south part of China in the future, and hopes that more and more of its designers will one day take on the international brands at their own game.