Rebranding Chineseness: New China, New Identity

Abstract

When I arranged to meet friends at the launch party for Shang Xia’s first store, I, like most guests, imagined I would see a mini, Chinese-styled Hermes. After all, the legendary French house was financially backing the Chinese brand and was responsible for the media buzz that preceded Shang Xia’s launch. When I entered Hong Kong Plaza, on one of Shanghai’s primary retail rows, Huaihai Road, I found something smaller and smarter than I had anticipated. The event itself was surprisingly low-key for a luxury brand in China—there were few cameras, no overt celebrity presence, and no over-the-top glitzy floor show. Instead, artisans were demonstrating their crafts, showing how the products were made, and telling the stories behind the design of various clothing, furniture, and fashion and home accessories.

Shang Xia belongs to Chinese culture and belongs, therefore, to the whole world.

—Jiang Qiong’er, Shang Xia’s CEO and artistic director, born in 1976¹