If you’re a fashion kid on social media, you probably couldn’t escape those sparkly all-over crystal-encrusted denim that dominated social media timelines and Explore feeds last year. It seemed as if all our favorite rappers and their mothers wore them, from Playboi Carti and Future, to even Kai Cenat and crew. Those “20K Diamond Jeans” were the creation of Birth of Royal Child (hereby BORC), a label hailing from China and New York, founded by 32 year-old Cheer Guo.
Guo, who was born in Shanghai, China, moved to New York in 2018 to pursue her dreams as a fashion designer. When founding BORC, her vision was to create streetwear that incorporates feminine embellishments that she always loved growing up. “I rarely see women doing what I do in streetwear. Most brands around me are run by men,” she says.
Birth of Royal Child is a culmination of Guo’s upbringing and love for self-expression. She says her purpose for BORC is to create a brand that sparks social connections, brings out your playful inner child, and lets you flex. “We (my partners and I) all come from rich families,” she admits. “But we never wanted to create something just for rich kids—Rather, we wanted to create a brand that made you feel like one.”
We sat down with the designer to discuss viral moments, navigating the streetwear industry as a woman, and what’s next for the brand.
See other women-owned labels available now at Complex Shop here, and find out more about BORC below.
What is your background growing up? Did you always know you wanted to be a fashion designer?
I grew up in China and moved to the States when I was 15. I attended Indiana University for my undergraduate studies before going to Parsons School of Design, both majoring in graphic design. After Parsons, I joined the womenswear brand Tibi, working in content creation and art direction from 2018 to 2021. At the same time, I co-founded a womenswear brand called PANN with a friend, which we ran until 2023. Later, I transitioned into the streetwear space, and co-founded Birth of Royal Child in March 2024 with my two partners, Cheng Lin and Huaijin Wang.
Does your background influence your sense of fashion and design?
Yes, heavily. I’ve always been deeply involved in fashion—My experience in art direction, brand building, and visual identity has shaped my approach to design.
Having lived between China and the States, I’ve developed a global perspective on fashion. My understanding of both Western and Asian markets informs me on how different aesthetics, styling, and consumer behaviors play out in each region. This is a key component when I design.
Birth Of Royal Child is a strong name. What does it mean and what does it represent for you?
My partners and I always say we’re big kids at heart. Even though we’re all in our 30s, we still carry that youthful mindset. We do what we love, take risks, and don’t follow traditional paths. Birth of Royal Child represents that rebellious spirit. We all come from wealthy families, but we never wanted to create something just for rich kids. Rather, we wanted to create a brand that made you feel like one.
Many brands lean into cultural messaging, but for BORC, it’s all about the energy—being bold, playful, and fully in the moment. That’s why [for] our SS25 collection, After Party, we threw an actual party to shoot the campaign.
Your bedazzled jeans have been making a lot of noise online. What was the inspiration behind them?
In Chinese, there’s a saying, “Gold shines wherever it goes.” This idea of bringing light and luxury into everyday life is a big inspiration for our designs. It also helps that I’ve always loved anything shiny like diamonds, jewelry, embellishments. I saw an opportunity to merge opulent elements like gemstones, pearls, and crystals with streetwear.
Can you walk us through the making process of the jeans?
Our 20K Diamond Jeans go through a complex, multi-step production process. We work with 19 different factories for various products, each specializing in different techniques. The jeans are heat-pressed with 20,000 hand-placed Swarovski crystals for maximum shine and durability, [and] some diamond-like details are digitally printed to enhance the illusion of full coverage.
Was there a specific moment or person that helped the jeans go viral? Who has been your most memorable or favorite celebrity client so far?
The first moment was in May 2024, two months after we launched. I posted a plain white-background photo of the 20K Diamond shorts on social media, and it went viral overnight, getting over 10,000 likes. Shortly after, Chris Brown’s stylist reached out. He wore the shorts on stage, and then other artists followed—Gunna, Future, NLE Choppa.
The biggest moment for me was when Playboi Carti wore our pants. It took nearly a year to make that happen, but when he finally posted, sales exploded again.
Is virality an element of consideration at all when you design?
At first, we were just designing what we loved, but once we saw how well our pieces performed online, we began strategizing for virality. I try to create viral moments for a single product or concept in a short period, which has been key to BORC’s growth.
How is your brand’s aesthetic similar or different from your personal style?
Personally, I love styling and fashion and wear everything from luxury brands like Hermès and Chanel to Chrome Hearts and Enfants Riches Déprimés. My personal style is versatile and ever-changing, which is why BORC’s aesthetic is also diverse and playful.
Can you tease anything about what’s next for Birth Of Royal Child?
We have some exciting things lined up. From a product perspective, we are currently designing our FW25 collection, while also continuing our 20K Diamond Series as a separate product line. These two collections will be released interchangeably, and we are also looking to collaborate with major luxury brands for future partnerships.
In May, we’re opening our first SoHo store with a launch pop-up. Then we are going to Paris for Fashion Week in June to do a showroom. We’re also in the works for an exclusive drop at ComplexCon in October.
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