Miss Earth China 2013 candidates wear FINCH bathing suits at the pageant in Shanghai. Photo provided to China Daily

The part-time model now sees these fashion pieces as a way to promote her environmental protection advocacy while also helping forge friendships.

"I often bring traditional Chinese presents to international events," Xiang, 25, says by phone from Western Europe, where she traveled for an endorsement project. "This brand might not be Chinese, but it's really unique."

FINCH was established in Shanghai in 2010 by two expat designers, who have worked for major international labels and saw how much waste the fashion industry generates. The women wanted to create a brand that would use organic and recycled materials, as well as produce apparel that would hold up well against washing, travel and fashion trends.

They decided to apply these sustainable concepts to making year-round signature pieces, rather than releasing a clothing collection every season.