Yesterday I was invited to a lovely, intimate blogger breakfast inside the Shanghai Tang store on Sloane Street for a little introduction to the brand. I have to admit, for years I’d passed by the store without ever walking in. It seemed a bit too ‘mummy-ish’ for my liking, so it was great getting the opportunity to really discover this Chinese brand in a fun way like this.
After a great intro by the International Marketing Manager Jocelyn – who flew straight from HongKong just for this event and whose love for the brand was infectious – we tucked into the most delicious breakfast ever. The miniature everythings, all equally beautifully presented, were the perfect accompaniment to some early morning chatter with some blogger royalty – Fashion Foie Gras, Mademoiselle Robot, Style Slicker, Bitchbuzz, The Clothes Whisperer, Simon G, Disney Roller Girl and Osman from Sketchbook Magazine. We played around with Shanghai Tang’s cool iPad and iPhone app “City Chic“. Unlike most brand apps, it’s not just a nice looking catalogue, but this one also functions as a cool city guide for Shanghai, full of bars and shops to go visit. You can ‘check in’, Foursquare style, to earn points, which can then be redeemed as vouchers, so it’s almost a city guide which is a must-download for anyone visiting Shanghai.
We then had a browse around the store, which has to be the most colourful, bright space I’ve ever been in and it just oozes oriental luxury. The clothes were surprisingly youthful (not mummy-like at all!) and, although always with a contemporary Chinese edge, like a specific print or cut, they were more contemporary than I expected. The bags and small leather goods were beautiful, again with a slight oriental twist, like a bit of Jade, which has significance in Chinese culture. The men’s and womenswear clothes are simple with a focus on tailoring – Shanghai Tang boasts a traditional Chinese tailor in-house, but there’s also homewares and childrenswear.
Definitely worth popping in if you’re on Sloane Street (or near any of the other stores worldwide) as you might be pleasantly surprised just like me to discover there’s a pretty modern world behind those traditional looking doors. And if you’re in Shanghai – go have a drink or dinner at the first Shanghai Tang Cafe, as it looks absolutely amazing.
Thanks to everyone involved in making this a really fun morning of delicious food, fashion and chatter!