NeTiger 2013 blends the style of Western haute couture and the qipao. Provided to China Daily

Shanghai's iconic garment is the focus of a new exhibition and its organizers are not looking just at the qipao's past but also its future, reports Li Xinzhu in Shanghai.

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A series of promotional activities celebrating qipao culture got off to a bright start at the Shanghai Municipal Archives on the Bund, and a related exhibition is being held at the venue until the end of December.

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The exhibition, jointly organized by the Shanghai Municipal Tourism Administration and Shanghai Municipal Archives, shows off the evolution of the qipao during the past century, with more than 100 photos and accompanying texts.

It is one of the featured activities promoted by the municipal government for the winter travel season.

Shanghai is the birthplace of the modern-style qipao and in the 1930s Shanghai designers combined the elements of traditional qipao with Western-style clothing, presenting a new look.

As opposed to the traditional qipao that has a flat appearance, the Shanghai-style qipao followed a woman's curves, especially around the shoulders, chest and waist - which is flattering on the right figure.

While the Shanghai Municipal Archives exhibition gives visitors a glimpse of the qipao's past, other promotional activities focus on the contemporary qipao, by recommending 40 qipao stores around the city.

The most popular area to buy the dress is the 200-meter-long "Qipao Street" on Changle Road in Jing'an district, between Northern Shaanxi Road and Southern Maoming Road.