Italian Company Will Become The New Owner Of Shanghai

According to the world clothing shoes and hats net, by the end of June this year, the world's largest

One group, one of the group, sold the Chinese style luxury brand Shanghai Tang, a buyer owned by Alessandro Bastagli, an entrepreneur in Italy.

After 6 months of silence, things finally improved.

In early December, Shanghai hired Massimiliano Giornetti, the former creative director of Ferragamo as his new director.

Director general also announced that the main production of the brand should be turned to Italy.

In other words,

Like many luxury brands, it will be the selling point of Italy craft, but the clothing product that sells the design style for the Chinese style.

Alessandro Bastagli recently said publicly that he wanted to open up a new chapter for Shanghai and plan to set it up as an international fashion company with reasonable prices and high quality clothing accessories with Chinese style.

The biggest controversy is whether the Shanghai made in Italy can really retain the original Chinese design style. Whether the story of Italy manufacturing and brand itself traceable to China will produce irreconcilable conflicts.

Before that, the basic design concept of Shanghai originated from the Chinese cheongsam in 1920s. It is also the only luxury brand in China in the global luxury market besides Xia Ting Chen.

For the pfer of Shanghai's main products to Italy this time, Alessandro Bastagli has publicly pointed out: "brand is sure to maintain the Chinese tradition."

In fact, in the latest design elements in Shanghai, the creative director added a mascot design to the brand's clothing -- a dog called Lucky, to celebrate the 2018 year of the lunar calendar.

"We will never abandon the tradition that brands leave us, otherwise we will not be able to go anywhere."

According to Bastagli, the reason for the relocation of silk products to Italy is due to the diversity of the present office environment. On the other hand, it does involve the consideration of Italy's design style.

In order to make the design style of Shanghai (Shanghai Tang) with Italy color, the first choice is to use the silk produced in Italy as the fabric. Alessandro Bastagli insists that Italy has the best silk manufacturer in the global market.

At the same time, the overall price and positioning of Shanghai brand will also be readjusted, and it will expand sales to many European countries in the future through the establishment of boutiques.

Bastagli claims that this series of initiatives is to make Shanghai return to the brand positioning of high-end luxury goods, not just Shanghai as a souvenir shop to buy some expensive Chinese style clothes or products.

Alessandro Bastagli is no stranger to Chinese style and luxury.

Born in Florence, Bastagli has over 40 years of experience in luxury fashion manufacturing.

He is the chairman of A.Moda, a private manufacturer. He has worked with fashion celebrities such as Versace Italy (Versace) to produce products for many designer brands.

Since 1973, he has been involved in business in Asia and Hongkong, and has a close relationship with many fashion celebrities, such as the famous "Asian Fashion Queen" Joyce Ma and the founder of Shanghai, Mr. Deng Yongkeng.

Shanghai was founded in 1994 by Sir David Tang, a Hongkong entrepreneur. Its signature style is Chinese cheongsam, especially when cheongsam was dressed by Maggie Cheung in the Wong Kar Wai movie "the mood for life". It quickly received the attention from the global market.

The move of the brand to Italy may also be the result of the brand's commitment to global market expansion. It is still unknown whether the Chinese style Shanghai can still be seen after the adjustment. But for Alessandro Bastagli, the most important thing now is to turn Shanghai into a real luxury brand.

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