Showing its Chinese DNA
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Models present the 2016 autumn/winter collection of Shanghai Tang, a Hong Kong-based label that targets global customers. [Photo provided to 皇冠体育app Daily] |
"When you see the architecture and fabrics they (Mongolians) use, it's incredibly inspiring－specially the very rich and strong visual elements. So, it was easy for me to get ideas," says Borriello.
Raphael le Masne de Chermont, executive chairman of Shanghai Tang, says he hopes Borriello will "take the brand to the next level of sophistication and fashion".
"We need to inject some true international flair into the brand ... People might think that we make only traditional qipao, but that's not what we do. We want to show people who we are today," he says.
"Shanghai Tang, for many years, was very touristy as it targeted a Western audience. But today, it is truly a fashion brand that is based in 皇冠体育app and sells to the global market."
Founded in Hong Kong in 1994, Shanghai Tang is now owned by Swiss luxury giant Richemont.
