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Fashion under one roof
By Michelle Zhang |
June 12, 2011, Sunday
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Print Edition
Print Edition
SHOPPING in multibrand fashion boutiques has become a recent vogue among Shanghai trendsetters, thanks to the opening of more and more specialty stores around the city.
Compared with traditional monobrand outlets, these new concept retail spaces offer a much wider choice in terms of not only brands but also styles. Most of them feature a certain theme so that shoppers are able to find similar, or even competing products under one roof.
"The traditional idea of a 'total look' from one brand is completely out of fashion these days," said Shanghai-based fashion critic MMKM. "People tend to mix and match pieces to create their own unique looks."
There are stores specializing in emerging, edgy designer labels, Scandinavian lifestyle, larger-sized European fits, high-end denim products as well as furniture pieces. Some of them also carry rare pieces from designers that have yet to open their own stores in China - so you no longer have to worry about bumping into people wearing the same clothes at an important event.D.I.SDutch fashion designer Jolie van Beek launched her own label, D.I.S (Dutch Items Shanghai), in 2006 when she found it difficult to find fashion in European sizes and fit. The brand soon generated a loyal expat following and now has three outlets in Shanghai.
D.I.S offers clothing in European sizes from 34 to 46 and shoes from 36 to 42. A pair of summer shorts is 550 yuan (US$77.18) and T-shirts start from 300 yuan. The owner/designer believes that clothes should emphasize and enhance a woman's beauty regardless of her size. "It should make a woman feel more beautiful and self-confident," van Beek said.
D.I.S also sells a selection of clothing and shoes from Dutch brands such as Stills, Ruby Brown, Jans Design and Maluo.
Opening hours: 10am-6pm (Sunday to Friday); 10am-7pm (Saturday)
Address: Rm 111, Block K, 376 Wukang Rd
Tel: 6126-7661Gote GotaGote and Gota are two ancient Nordic names for a man and a woman, implying heritage and genuine. When combined, they became the name of Shanghai's first Scandinavian designers' boutique.
The store carries 11 leading Scandinavian designers' works, ranging from clothes and accessories to home deco pieces. Some of them, such as Ann-Sofie Back and Noir & Blanc, have previously displayed their works during the annual Shanghai Fashion Week. The products on display well demonstrate Scandinavian style: simple, minimalism and functional. Plus a lot of black and white. A summer designer dress is priced between 2,000 and 3,000 yuan. The store also holds fashion and art crossover exhibitions from time to time. The latest features works by Hong Kong photographer Badwin Cheung.Opening hours: 10am-9pm
Address: 2/F, 174 Xiangyang Rd S.
Tel: 3368-7269AlterThis store in Xintiandi Style carries more than 30 international brands, most of which are being introduced to the Chinese market for the first time. Its merchandise is handpicked from a wide cross section of the world's most in-demand designers including Victoria Beckham, Jason Wu, Helmut Lang and Jonathan Saunders. Compared with larger multibrand chains such as Joyce and I.T., Alter caters to a more discerning clientele who enjoys the shopping experience as much as the products on offer. Founder Sonja Long wants to turn the store into a "surreal playground for adults" where people shop, mingle and have a good time. The interior design is inspired by the artworks of M.C. Escher, and is completed by renowned Italian architect 3Gatti. Clothes there are quite expensive and it is not surprised to find an evening gown over 10,000 yuan.Opening hours: 10am-10pm
Address: Shop 112, 245 Madang Rd
Tel: 6302-9889O'bluAll you want is a new pair of jeans. So why bother heading to five different stores when you can try all of them in one?
O'blu is the city's first multibrand store specializing in high-end denim products and features a lot of expensive designer denim labels including J Brand, True Religion, 7 For All Mankind, Black Orchid and Rock & Republic. You can always be sure to find some of the popular styles worn by Hollywood celebrities here. Prices of a pair of jeans range from 2,000 to 4,000 yuan. Besides denim products, the store located in Pudong's IFC Mall also carries a range of edgy street fashion labels such as Ed Hardy, Closed, Cycle and Nolita. The shoe collections include those from Melissa and Australia Luxe Collective for summer and winter respectively.
Opening hours: 10am-10pm
Address: B1/F, 8 Century Ave
Tel: 5012-0715
Compared with traditional monobrand outlets, these new concept retail spaces offer a much wider choice in terms of not only brands but also styles. Most of them feature a certain theme so that shoppers are able to find similar, or even competing products under one roof.
"The traditional idea of a 'total look' from one brand is completely out of fashion these days," said Shanghai-based fashion critic MMKM. "People tend to mix and match pieces to create their own unique looks."
There are stores specializing in emerging, edgy designer labels, Scandinavian lifestyle, larger-sized European fits, high-end denim products as well as furniture pieces. Some of them also carry rare pieces from designers that have yet to open their own stores in China - so you no longer have to worry about bumping into people wearing the same clothes at an important event.D.I.SDutch fashion designer Jolie van Beek launched her own label, D.I.S (Dutch Items Shanghai), in 2006 when she found it difficult to find fashion in European sizes and fit. The brand soon generated a loyal expat following and now has three outlets in Shanghai.
D.I.S offers clothing in European sizes from 34 to 46 and shoes from 36 to 42. A pair of summer shorts is 550 yuan (US$77.18) and T-shirts start from 300 yuan. The owner/designer believes that clothes should emphasize and enhance a woman's beauty regardless of her size. "It should make a woman feel more beautiful and self-confident," van Beek said.
D.I.S also sells a selection of clothing and shoes from Dutch brands such as Stills, Ruby Brown, Jans Design and Maluo.
Opening hours: 10am-6pm (Sunday to Friday); 10am-7pm (Saturday)
Address: Rm 111, Block K, 376 Wukang Rd
Tel: 6126-7661Gote GotaGote and Gota are two ancient Nordic names for a man and a woman, implying heritage and genuine. When combined, they became the name of Shanghai's first Scandinavian designers' boutique.
The store carries 11 leading Scandinavian designers' works, ranging from clothes and accessories to home deco pieces. Some of them, such as Ann-Sofie Back and Noir & Blanc, have previously displayed their works during the annual Shanghai Fashion Week. The products on display well demonstrate Scandinavian style: simple, minimalism and functional. Plus a lot of black and white. A summer designer dress is priced between 2,000 and 3,000 yuan. The store also holds fashion and art crossover exhibitions from time to time. The latest features works by Hong Kong photographer Badwin Cheung.Opening hours: 10am-9pm
Address: 2/F, 174 Xiangyang Rd S.
Tel: 3368-7269AlterThis store in Xintiandi Style carries more than 30 international brands, most of which are being introduced to the Chinese market for the first time. Its merchandise is handpicked from a wide cross section of the world's most in-demand designers including Victoria Beckham, Jason Wu, Helmut Lang and Jonathan Saunders. Compared with larger multibrand chains such as Joyce and I.T., Alter caters to a more discerning clientele who enjoys the shopping experience as much as the products on offer. Founder Sonja Long wants to turn the store into a "surreal playground for adults" where people shop, mingle and have a good time. The interior design is inspired by the artworks of M.C. Escher, and is completed by renowned Italian architect 3Gatti. Clothes there are quite expensive and it is not surprised to find an evening gown over 10,000 yuan.Opening hours: 10am-10pm
Address: Shop 112, 245 Madang Rd
Tel: 6302-9889O'bluAll you want is a new pair of jeans. So why bother heading to five different stores when you can try all of them in one?
O'blu is the city's first multibrand store specializing in high-end denim products and features a lot of expensive designer denim labels including J Brand, True Religion, 7 For All Mankind, Black Orchid and Rock & Republic. You can always be sure to find some of the popular styles worn by Hollywood celebrities here. Prices of a pair of jeans range from 2,000 to 4,000 yuan. Besides denim products, the store located in Pudong's IFC Mall also carries a range of edgy street fashion labels such as Ed Hardy, Closed, Cycle and Nolita. The shoe collections include those from Melissa and Australia Luxe Collective for summer and winter respectively.
Opening hours: 10am-10pm
Address: B1/F, 8 Century Ave
Tel: 5012-0715
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