In spring 2010 the French company dedicated to high fashion and luxury products, Hermès, will launch Shang Xia. This new brand will offer products whose materials and style are based on Chinese culture and crafts.
According to Manager of Hermès International, Patrick Thomas, the designer of Shang Xia will be Jiang Quionger, who will also be a minority shareholder. “Shang Xia will be an authentic fashion house, with a style, material and know-how that is anchored in Chinese culture,” he added.
The traditional brands of high fashion products are aimed at the new bourgeoisies of Asia and its emerging economies, especially in China and India. In this case Hermès has gone one step further by creating a model on the same wavelength as Chinese idiosyncrasies but which also strikes a chord with a French name in the public’s mind which is keen on “notoriety”.
At the same time, thinking about the increasing number of Chinese tourists who come to France, the model will also be on sale in Paris and other major cities.
