Hit drama puts Chinese fashion in the spotlight

When the hit drama The Early Spring reached overseas audiences, actor Jing Boran felt encouraged, hoping the series would introduce international viewers to contemporary Chinese people's distinctive fashion aesthetics.

Since its late August release, the drama's popularity index has exceeded 10,000 for 14 consecutive days, according to industry data. It also ranked second on Netflix's list of non-English-language dramas — the highest ranking ever achieved by a Chinese drama.

Adapted from a popular online novel of the same title, the 24-episode drama follows the workplace romance between Luan Nian, a demanding creative director at a leading advertising agency, and Shang Zhitao, a newcomer to the company.

Company rules require one partner to leave if two employees start dating, forcing the couple to keep their six-year relationship a secret. A series of misunderstandings eventually drives them apart. Heartbroken, Shang leaves Beijing for her hometown of Harbin, Heilongjiang province, where she starts a business. Luan later sets aside his emotional reservations and seeks to reunite with the woman he still loves.

To capture the polished style of an advertising executive, Jing, who also served as the drama's style consultant, prepared more than 200 outfits and wore 120 on screen, most sourced from more than 20 renowned fashion brands.

The 37-year-old actor, who entered the entertainment industry as a singer in 2007, said his experience playing a range of characters helped him develop the skills needed to portray a mature professional.

"The timing of my encounter with him (the character) was just right," Jing said. He explained that the key to conveying Luan's temperament was to hold back emotionally, allowing subtle expressions and mannerisms to reveal the character's inner world.

Harbin, one of the drama's major filming locations, has also benefited from the show's popularity. Search interest in travel to the city rose 149 percent on Tongcheng Travel, a Chinese online travel agency. Landmarks featured in the drama, including Central Street and the Sun Island Scenic Area, attracted a combined 2 million visitors during the National Day holiday, according to Harbin's local authority.