She Ji Sorgere, a Chinese label made in Italy
The very first Chinese couture collection for men was officially launched on 30th March at the Beijing Hotel, during Peking fashion week, with a runway show of around a hundred models exhibiting a complete collection, with ensembles and formal suits as well as more casual – although nevertheless sophisticated – attire. Under the name She Ji Sorgere (“nation” in Chinese and “born” in Italian), the new label is targeted at “sophisticated and wealthy Chinese consumers, who are looking for something other than what all the Western luxury brands, now present in all the major Chinese cities, have to offer”.
What is it that makes it different? That it is completely Chinese, but entirely designed and made in Italy. The project was launched by China Garments, a public conglomerate with 1,500 employees and turnover of around 260 million euros, whilst Italian company Caruso, specialized in luxury menswear, will be in charge of manufacture.
YingJie Zhan, appointed head of China Garments in 2010, wanted to “transform the enormous amount of energy that we breathe in China into an innovative project”, whilst also proving that China was capable of creating a luxury brand. As she explained in a press release, “I realized that the authenticity of the product and the magic surrounding the Made in Italy label in the public’s consciousness was what was needed to attach extra value to our label”.
The group therefore appointed as designer the Italian Francesco Fiordelli who has already worked with important brands such as Hugo Boss and Gucci, but who settled in China and has lived there for years. As for production, China Garments approached Caruso, a company based in Parma and well-known for its expertise in luxury menswear and which manufactures the menswear collections for 15 international labels, as well as for its own eponymous brand.
“It’s much better to have a Chinese label made in Italy than fake Italian labels made in China! After years of worrying about competition from manufacturers in China, the opposite has in fact happened: we have been chosen to manufacture, in Italy, the first luxury Chinese brand”, said Umberto Angeloni, Managing Director of Caruso, obviously delighted.
Comprised of around a hundred impeccably tailored and hand-made items (suits, jackets, outerwear and knitwear in pure cashmere), She Ji Sorgere’s collection is made from the finest Italian textiles. The collection deftly combines couture details and tailored, Made in Italy touches with elements from Chinese culture. Attention to detail has been paid to the quality/price relationship: the result is products of very high quality priced just below the international labels.
The label will be available in mono-brand boutiques. The opening of the first flagship store is anticipated for the end of the year.
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