The flow of fashion brands into and within China is reshaping the global market, with the country’s western region emerging as a key strategic frontier. International brands are establishing a presence in Chengdu as their “gateway to western China,” while Chinese companies are leveraging the ecological and cultural richness of the region — often called the “Third Pole of the Earth” — to drive growth and innovation.

Together, these trends illustrate a uniquely Chinese strategy: Thriving in the western region with a focus on green development.

Western China: From Peripheral to Strategic

In China’s economic blueprint, the west has long been seen as a land of opportunity — rich in resources but historically underdeveloped compared to coastal hubs. In recent years, however, it has moved firmly into the spotlight as a key area for both economic growth and ecological protection.

Government initiatives have accelerated this shift. A suite of supportive measures — from tax incentives and subsidies to innovation and green development policies — is reshaping the business environment. Between 2021 and 2023, the region saw tax reductions and exemptions exceeding 400 billion yuan, or $56.3 billion, encouraging investment by domestic and international enterprises. This influx is stimulating employment, raising consumption and gradually transforming western China into a new highland for fashion and lifestyle brands.

Against this backdrop, the expansion strategies of Los Angeles-based fashion label Frame and Chinese beauty giant Chando in September illustrate how both global and local companies are embracing western China. Their moves reflect the dual emphasis of national policy: strengthening regional competitiveness while embedding sustainability into long-term growth.

Chengdu-Chongqing: The Hub for Building Brand Communities

On Sept. 10, Frame opened its Chengdu store at Taikoo Li, one of China’s most prestigious shopping destinations. This marks the brand’s second brick-and-mortar presence in Asia-Pacific and its first in Southwest China.

The space draws on the visual identity of Frame’s global flagships while reinterpreting traditional Sichuan courtyard architecture in a contemporary way. By combining the relaxed urban spirit of Chengdu with its hallmark blend of Californian ease and European modernism, Frame has designed a store that aims to resonate with both global aesthetics and local culture.

“Despite a complex U.S.-China trade environment, the Chinese market still presents tremendous opportunities when aligned with our brand’s values,” June-Mee Hong, Frame’s Asia-Pacific chief executive officer, told WWD China. “Chengdu is not just a sales channel; it’s a community hub where our identity as a full-lifestyle brand connects naturally with the city’s laid-back lifestyle.”

Frame, which generates more than $250 million in global revenue, first entered China through Tmall, where sales quickly grew from $8 million to $10 million annually to double that within two years. A Shanghai flagship followed, and now Chengdu signals a new phase of growth.

The company plans to open five to 10 stores in Asia-Pacific within the next three to five years, with China expected to contribute at least 15 percent of its global revenues. A Beijing location is set to open by year-end, reinforcing Frame’s steady physical expansion in the region.

ESG as a Value Benchmark in Western China

While international brands are building cultural and consumer connections in western China, Chinese companies like Chando are leveraging the region’s biodiversity to pioneer sustainability-driven business models.

In September, the Shanghai-based beauty brand announced its 2025-30 Himalayan Biodiversity Conservation Project in Linzhi, Xizang. With more than 16 years of presence in the plateau region, Chando has developed ecological cultivation models in partnership with local governments and universities, turning fragile ecosystems into laboratories for sustainable sourcing.

At its Himalayan Botanical Garden, plants such as gentian are domesticated for research and cosmetics applications, reducing destructive wild harvesting while supporting biodiversity.

Guided by its philosophy of “taking from nature and giving back to nature,” Chando has invested 28 million yuan, or $3.94 million, in ecological protection initiatives. These range from planting 6.66 million square meters of wheatgrass in Shigatse — creating 950,000 yuan, or $134,000, in dividends for local residents — to providing 5.6 million yuan, or $789,000, in scholarships and training for 860 female students. The company’s projects intertwine environmental protection, scientific research and community development, making it a case study in how ESG commitments can enhance both brand value and regional livelihoods.

“Raw materials are to beauty what chips are to technology,” noted a Chando executive. “By securing sustainable sourcing in the Himalayas, we are safeguarding not only the industry’s future but also the well-being of the communities who live here.”

Western China as a Growth Pole for Fashion and Beauty

The trajectories of Frame and Chando highlight complementary aspects of western China’s growing importance. For international brands, Chengdu-Chongqing offers fertile ground for building communities and expanding retail presence. For Chinese players, the region provides the cultural depth and ecological resources to develop ESG-led narratives with global resonance.

As China’s top-level planning positions the Chengdu-Chongqing Economic Circle as a “growth pole for high-quality development,” western China is moving from the periphery to the center of strategic brand expansion. What once was viewed as a frontier is now a proving ground for the fashion industry’s next chapter — one where growth and green development are inseparable.

Editor’s note: China Insight is a monthly column from WWD’s sister publication WWD China looking at trends in that all-important market.