Beijing shopper Huang Liruan is all smiles as she spots a short denim dress decorated with patterns of tin soldiers.
Danish fashion brand Hummel's latest collection, now available at Joy City, is inspired by the fairy tales of Danish author Hans Christian Andersen.
One line of Hummel's women's wear featuring images from The Hardy Tin Soldier catches Huang's attention as soon as she steps into the shop.
"It reminds me of the times when my grandparents read bedtime stories to me," Huang says, holding the dress.
The store also has dark torn jeans, zip jackets and colorful sneakers to lure young students.
The brand's kidswear line is dominated by pink, blue, purple and yellow and captures the colorful world of another much-loved Andersen masterpiece, The Little Mermaid.
The shop itself is decorated to resemble a small wooden house in the forest, and you almost expect to see seven dwarfs scurrying about. The worn jeans are lined up on a simple wooden table, and framed black-and-white photos decorate the wall.
The shop's opening is part of activities of the Danish Embassy in Beijing, which include fashion shows and exhibitions aimed at showcasing Denmark's rich treasure trove of fairytales.
Hummel's fans include Paris Hilton, Jennifer Lopez and Bon Jovi. The store's opening also had Prince Joachim and Princess Marie of Denmark in attendance.
