The classic brand Hermes wants to give us more surprise, of course we can’t expect where her face will turn to, but this time the China market is a choice, maybe the financial downturn doesn’t seem to be slowing Hermes down. The luxury label plans to launch a new brand, called Shang Xia, in the lucrative China market.
It’s an interesting move from Hermes, who generally tends to buy all or part of existing brands. This is the first time the fashion label will get in from the ground up, so it’ll be fascinating to see the results. If it is a sign that this high brand tends to spread its influence in fashion area all over the world.
It is said that Hermes has already given Qiong Er Jiang, a Chinese furniture and jewelry creator who previously designed for the brand, the all important role of managing and artistic director. She’s overseeing the Chinese team, who will work with the Asian nation’s raw materials and use traditional artisan techniques.
We can expect to see Shang Xia release clothing, handbags and other accessories, furniture, and a range of lifestyle goods. Only time will tell whether the style, and the price, resembles the famous Hermes name.