SHEER LUCK is an English idiom for pure luck, and C'EST NOUS is French for "it's us." Those two names sum up a pattern you will notice across independent Chinese womenswear: many labels pick names in English, French, Spanish or Italian rather than Chinese. Below we translate a dozen of them. One honest caveat up front: we can tell you what the words mean, not why the founders chose them. Where a name seems to echo the clothes, we will say it reads that way, and leave it at that.
SHEER LUCK
"Sheer luck" is everyday English for pure luck, the kind with no skill or planning behind it, as in "we found the place by sheer luck." The word "sheer" also has a second life in fashion as a fabric word for fine, see-through material, and that is where the name gets fun: SHEER LUCK makes dressy pieces built on lace, chiffon, tulle and mesh, from a strapless backless mesh maxi to an off-shoulder mesh corset gown. Read the name as a pun if you like; it fits the clothes. Our SHEER LUCK brand guide goes deeper on the dresses.
C'EST NOUS
C'est nous is plain French for "it's us." Shoppers often type it without the apostrophe, as c est nous or Cest Nous, which is also how the label appears on our product pages. C'EST NOUS leans deconstructed with a romantic gothic edge: a layered petal-hem mini skirt with leaf-like edges, a lace-and-tulle patchwork midi skirt, a star plaid raw-edge midi, a punk knit carrying a Pegasus Knight motif, and a hand-woven cord belt with a carved buckle. The C'EST NOUS brand guide covers the full range.
13DE MARZO
"13 de marzo" is Spanish for March 13, a date written out in words, with the label running the number and the "de" together. The name says nothing about the clothes, which talk mostly about bears. 13DE MARZO makes a bear jacquard crewneck with a sketch-style finish, a rhinestone-logo turtleneck, bear-paw snow boots and even a down jacket styled as a bear costume, complete with tail. Fans of the motif should read our 13DE MARZO teddy bear charm guide.
LACEMADE
LACEMADE is an invented compound that reads as "lace" plus "made." Of all the names here, it is the most literal match for the merchandise. LACEMADE makes romantic, fairy-tale dresses: an antique lace corset wedding dress, a green off-shoulder lace maxi, a blue lace-spliced princess slip dress and a halter mermaid mesh maxi. It also sells corset-and-skirt sets, including a Christmas plaid version, and a structured denim corset top.
DONSMOKE
DONSMOKE is not a dictionary word. Shoppers read it as "Don't Smoke," with the apostrophe and the t dropped. DONSMOKE is a streetwear label built around pants: sticker-patch denim, camouflage cargos, reversible baggy straight jeans, graffiti-print double-waist trousers, fleece-lined stacked jeans, cuffed joggers with a dog sticker graphic and carbon heated fleece joggers. The only top in the current lineup is a boxing-series graphic tee, so think of this as a label you shop from the waist down.
NEVERMORE
"Nevermore" is an old-fashioned English word meaning "never again." It is best known as the raven's refrain in Edgar Allan Poe's poem The Raven, which gives the name a faintly gothic ring. The clothes from NEVERMORE are less brooding than that: vintage-leaning denim with distressed washes, graffiti details and an allover leopard wide-leg, plus a retro printed knit mini dress, a polka-dot sweater and a lace-and-bow camisole.
BLINDNOPLAN
Split it up and BLINDNOPLAN reads as "blind, no plan," a phrase that sounds like a shrug and a dare at the same time. BLINDNOPLAN makes relaxed streetwear with a few sharper pieces: a velvet hooded jacket with a stand collar, velvet straight-leg pants, a washed leather loose-fit blazer, cut-out paneled cargo trousers and an "EXIT" logo hoodie. A color-block jacket and a gradient-washed long-sleeve tee round it out.
UNICORN BLOOD
UNICORN BLOOD is a literal English phrase: the blood of a unicorn, the mythical horned horse. There is no hidden translation. UNICORN BLOOD is a shoe label, and a sharp-edged one: studded pointed-toe wedges, satin platform peep-toe heels, crystal-effect PVC thong sandals, lock-buckle heeled mules, faux horsehair wedge sandals, polka-dot platform sandals and chunky platform loafers. Studs, metal hardware and textured leather come up again and again across the line.
BLOOD SUPPLY
BLOOD SUPPLY is also a literal English phrase, the kind of wording you might see on a hospital sign. Its clothes go somewhere else entirely. BLOOD SUPPLY mixes Rococo romance with a rugged, steampunk streak: a jacquard corset dress, a ruffle-collar jacquard shirt, champagne lace cuffs, a distressed asymmetric train skirt, two-tone wool ear muffs and a three-piece distressed PU skort set.
VIA PITTI
VIA PITTI is Italian. "Via" means street, and Pitti is a Florentine name best known from the Palazzo Pitti, so the phrase reads like an Italian street name. VIA PITTI makes soft, feminine separates and sets: a sweater with a detachable off-shoulder detail, a distressed knit cardigan-and-skirt set, a washed plaid shirt-and-skirt set, a square-neck floral midi dress and lace tank tops.
VERYRAREME
Run together as one word, VERYRAREME reads as "very rare me," a cheerful bit of self-regard. VERYRAREME is mostly a denim label with a low-rise point of view: low-rise white straight jeans, stretch flares, raw-denim wide legs and slight-flare distressed pairs, plus washed cargo wide-leg pants and a genuine-leather wide belt. Several of the jeans are cut with three-dimensional tailoring that follows the waist and hip, and the cargo pants also come in a petite-friendly version.
RUN TO THE FUTURE
RUN TO THE FUTURE is a literal English phrase, forward-looking and a little breathless. Its line is almost entirely wide-leg pants from RUN TO THE FUTURE: washed denim with a detachable leg, deconstructed curved jeans, patchwork TR-fabric pairs with a fringe hem and retro-wash blue jeans, alongside a pleated lyocell long-sleeve tee.
A few other names on our shelves translate just as directly: RANDOMEVENT reads as "random event," DELETE EX as "delete ex," and GROUP OF UNIVERSE is a literal English phrase. For the bigger picture, see our roundup of the best Chinese clothing brands for 2026.
Browse the latest pieces from independent Chinese labels in our new arrivals.
