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] |
In its early days, most of its customers were Westerners. But now, about 60 percent of its clientele is Chinese.
"The designs (in the early days) were a bit cliched with dragons everywhere," says Le Masne de Chermont.
He joined the brand in 2002 and quickly began to transform it into a Chinese lifestyle brand with an international outlook.
"It was a very conscious decision. Our DNA is Chinese. But we are talking to global citizens with a modern interpretation of 皇冠体育app."
Having lived in Hong Kong for 21 years, he says he wants to make Shanghai Tang a Chinese luxury brand that the Chinese are proud of.
