Chinese luxury apparel brand unveils first eco-friendly collection
Chinese luxury apparel brand Shanghai Tang has unveiled its first eco-friendly collection, which is now available for purchase online, as well as in its retail stores. The seven-piece up-cycled fashion line was designed by Kévin Germanier, the EcoChic Design Award winner from the 2014/15 cycle.
According to Hong Kong-based NGO Redress, the womenswear capsule collection is the brand’s first sustainable collection; up-cycled using their surplus textile stock, demonstrating that sustainability is part of a growing global trend to create fashion in a more environmentally sustainable way.
Germanier, a UK-based Swiss native, spent 6 months at Shanghai Tang’s Hong Kong headquarters working in collaboration with the design team to create the brand’s first ever up-cycled collection while enriching his marketing and business palette.
“The collection is a modern interpretation of Mongolian patchwork and qipao dress; each piece of the striking black and red capsule collection uses up to six different types of materials left over from previous seasons. Germanier also took inspiration from the brand’s history and current collections and combined with his own signature sleek, clean and versatile design style to keep strong appeal for the Shanghai Tang customer,” Redress said in the statement.
Germanier further explained the process, “While some may have seen the limited quantity of fabrics as a challenge, I saw it as an opportunity to experiment with complimenting and contrasting textures and colours. It was also a departure from Shanghai Tang’s normal sourcing practices turning some of the steps of production on their head, but I found that adding commercial value back into the surplus fabrics was well received by the team.”
Raffaele Borriello, Creative Consigliere of Shanghai Tang and international judge of The EcoChic Design Award commented, “The collaboration was as much of a learning experience for the team at Shanghai Tang as for Kévin. He provided a fresh eye on how our business can approach sustainability. The result was a beautiful demonstration of creativity that brought a second life to excess luxury fabrics. For me, the process makes perfect business sense.”
Redress and Shanghai Tang have plans continue their retail collaboration, Redress said. Ten per cent of sales from the Shanghai Tang collection, which will be stocked at its Hong Kong and Singapore stores, will be donated to Redress to support the environmental NGO in promoting sustainability in the fashion industry.
Patrycja Guzik, winner of The EcoChic Design Award 2015/16 cycle, is currently in Hong Kong for her design collaboration with Shanghai Tang. Guzik will design the brand’s second up-cycled capsule collection using surplus luxury textiles.