5th Chengdu Creativity and Design Week: Homegrown brand Sheme blends East and West in innovative shoe design

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The fifth annual Creativity and Design Week is under way in Chengdu. Over a thousand creative design companies from 30 countries and regions are showcasing their works in the capital of southwestern China's Sichuan province. But there's one homegrown Chinese shoe brand that's starting to step its way onto the international stage. CGTN's Wei Lynn Tang reports.

It's a stylish marriage of intangible cultural heritage and high-fashion.

In these heels and thigh-high boots you'll find intricate examples of 'Shu embroidery', one of the four main styles of ancient needlework in China.

You may even recognize design motifs from Sichuan opera – a beloved local stage tradition here.

Keeping up with the times, but staying firmly rooted. That's the name of the game for this brand.

LINDA LIU, FOUNDER SHEME "We seek to integrate traditional Chinese culture - with every single needle and thread - with that of what's buzzing and creative in the fashion world internationally. Because to only produce traditional Chinese shoes would be rigid, and make it impossible for us to surpass the global brands."

WEI LYNN TANG CHENGDU "Home grown, right here in Chengdu, the capital of China's Sichuan province, this independent brand Sheme has graced fairs and fashion weeks across Europe. It sees going international and building cross-border partnerships – as a way to preserve and promote Chinese culture and its age-old traditions."

Sheme has also attracted a seasoned Italian craftsman - who has been with the company for 9 years. That's almost half of the brand's two decades on the market.

GIANLUIGI COLOMBO, TECHNICAL SUPERVISOR SHEME "Every country has its own art forms and craft traditions. At Sheme, it's a good blend of Italian and Chinese culture and technical know-how. It's with this integration that I believe the brand can expand further into the international arena."

Sheme's founder says the brand has only just entered Europe, with Asia and China still serving as its main markets.

She believes a more open mindset towards studying traditional Chinese culture and greater acceptance of diversified fashion elements in the West are key.

LINDA LIU, FOUNDER SHEME "As China gains more recognition worldwide, and Chinese women grow more confident in going global, we have become not only consumers of local brands, but also disseminators of beautiful designs internationally."

China has made clear its plans to continue to open its economy and boost domestic consumption. Perhaps it should come as no surprise that, for Liu and Chinese designers like her, the best is still to come. WLT, CGTN, Chengdu.