Simply Abu Dhabi VIII

1 7 5 S I M P LY A B U DH A B I A t the dawn of the 21st century, the eyes of the world’s ‘Luxuristas’ are riveted on China. The ancient nation is embarking on an extraordinary path of unrivalled economic growth, unmatched modernisation and phenomenal projects on a world-beating scale. While the entire West hurls itself towards the Far &Middle East, anxious that it will miss the consumerist train as it finally pulls out of the platform, Shanghai Tang departs on a road leading the world towards a new design movement. Like all the best major international brands, Shanghai Tang has flagship boutiques in the shopping capitals of the world. However, its message is unique and remarkable: Shanghai Tang creates luxurious, modern Chinese chic with themes deeply rooted in ancient and authentic Chinese culture – from calligraphy to The Silk Road to Chinese contemporary art. At its inception in 1994, Shanghai Tang ´ s Hong Kong boutique attracted over one million visitors. By 2000, store visits had surpassed four million. An Imperial Tailoring Service staffed by Shanghainese tailors offered a made-to-measure clothing service in the finest tradition of old-fashioned tailoring, with painstaking attention to detail, craftsmanship, luxurious fabrics and the most amazing fit. Today, Shanghai Tang is arguably the only Chinese luxury lifestyle and fashion brand: the apogee of the Chinese art of living and Chinese creativity. The inspiring product offer includes a full range of clothing for men, women and children, in addition to home furnishings, accessories and gifts. And across all the ranges Shanghai Tang ´ s products are renowned for combining traditional Chinese design and motifs with tongue-in-cheek humour and a contemporary sensibility. The design mission of the brand is to revitalise Chinese innovation by interweaving it with the dynamism of the 21st century, producing a vibrant and witty take on the fusion concept. Shanghai Tang ´ s global network of boutiques includes Shanghai, New York, Paris, London, Hong Kong and Singapore, to name a few, offering discerning shoppers a one-of-a-kind experience of the Shanghai Tang lifestyle. Raphael le Masne de Chermont has been the Executive Chairman of Shanghai Tang since September 2001. He is the driving force behind the brand’s global expansion, and has positioned the brand as the first authentic Chinese luxury lifestyle brand. Shanghai Tang, the arbiter of modern Chinese chic, is a full lifestyle concept comprising fashion, accessories, home, furnishings, and tailoring services ‘inspired by Chinese’.