Why is fashion brand Shang Xia known as the ‘Chinese Hermès’? (2024)

Everyone knows that Hermès designs some of the most highly sought-after luxury products in the world – especially its Birkin and Kelly handbags – but how much do you know about the Shanghai brand partly owned by the French maison and better known as the “Chinese Hermès”?

Shang Xia is one of the few luxury Chinese fashion brands that has managed to successfully position itself in the international market.

As reported by Forbes, it’s always been challenging for independent designers in Shanghai and Beijing to reach the global stage or succeed on the same scale as their Western counterparts, but for internationally supported brands like Richemont-owned Shanghai Tang and Hermès-backed Shang Xia, the transition can be much smoother.

Here’s everything you need to know about Shang Xia.

Why is Shang Xia called the “Chinese Hermès”?

Shang Xia – which translates as “above/below” or “up/down” – was launched as a joint collaboration between Hermès Group and Chinese designer Jiang Qiong-er in 2010.

“Shang Xia will be an authentic fashion house, with a style, material and know-how that is anchored in Chinese culture,” said Patrick Thomas, manager of Hermès International, at the time of its debut.

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It has been dubbed the “Chinese Hermès” by Chinese customers who have been quick to praise its successful fusion of innovation and quality. According to FashionNetwork, partnering with Jiang was also a smart strategic move designed to aid the French fashion house’s expansion into the Chinese market at the time.

In December 2020, Exor, the same Italian investment fund behind Ferrari, announced its partnership with Shang Xia and Hermès to take the Chinese luxury brand to the next level, and is now the company’s majority shareholder.

It’s a celebration of Chinese history …

Shang Xia’s collections merge tradition and innovation; east meets west; beauty and utility.

“What we are doing is reinterpreting traditional handicrafts using contemporary design – compatible to the aesthetic and practical needs of the 21st century,” Jiang told TL Magazine in 2020.

The goal, she said, is to turn Chinese heritage into a contemporary look and lifestyle, bringing together 5,000 years of cultural treasures embedded in ancient philosophies that are still relevant today.

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… And is becoming a fashion week staple

Shang Xia presented its first collection at Paris Fashion Week in 2021, marking a monumental moment for the label.

Most recently, in March, the brand’s creative director returned to the Paris Fashion Week runway to present its autumn 2023 collection.

Beijing-born and London-Paris-based designer Yang Li, who was appointed Shang Xia’s new fashion creative director in September 2021, took inspiration from artworks, symbolic birds and “minimalism with an Asian touch” for the pieces, he told Vogue.

The brand is already loved by international celebs

As Li continues to envision a new future for Shang Xia – with eyes on the Gen Z market in particular – the brand also continues to work with a mix of celebrities and social media influencers to further its visibility.

From Lisa Rinna’s daughter Amelia Gray Hamlin and Lucia Liu, to actress Qiaoxin Bridgette, Shang Xia has established itself as a wardrobe staple for influential high-fashion dressers.

And it’s not just selling clothes

Besides ready-to-wear fashion, Shang Xia also produces everything from handbags and shoes to objets d’art and furniture.

Many Chinese consumers continue to shake off what were previously considered the negative connotations of the “Made in China” concept, and are instead celebrating heritage and high quality to align with the country’s advances toward becoming a global superpower.

Fine materials such as bamboo, wood, cashmere felt and eggshell porcelain are used to make Shang Xia’s products.

Shang Xia currently has stores across China, from Shanghai to Beijing, with some of its boutiques’ interiors designed by acclaimed Japanese architect Kengo Kuma. It opened its first international outpost in Paris, France, in 2013, according to The Fashion Network. The brand also sells its products at Hong Kong’s Lane Crawford luxury department store.

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But does it hold the same investment values as Hermès?

Shang Xia’s product strategy is different from what luxury brands have traditionally attempted in China. According to brand strategist Martin Roll, the company shies away from flashy designs, and instead remains understated and focused on tradition and heritage. While prices aren’t listed on the brand’s website, products range from US$27 to US$75,000, which also widens consumer accessibility, Roll says on his website.

So, how does Shang Xia fare when it comes to purchasing for investment? With a giant like Hermès behind its conception, things are looking good. Given the French fashion house’s credible track record in cultivating its products into status symbols sold at a premium price, Shang Xia certainly has the right pedigree.

Based on Jiang’s previous interviews, the focus of the last decade has been to build a brand presence and reputation. She also told Red Dot, “The journey is more important than the result.”

With funding from two international conglomerates, a new creative director at the helm and increased recognition at fashion weeks and from celebrities, Shang Xia hopes that it’ll continue to bring more appreciation of Chinese culture with a French twist.

“We are full of confidence. By 2025, 50 per cent of the luxury market will be in China, and there are really only a few players with Chinese authenticity. We want to create the ‘Chinese style’ of the 21st century,” Jiang told TL Magazine.