The Paris of the East?

China's new rich are demonstrating an irrepressible enthusiasm for luxury goods and fashion. Wealthy citizens, and above all the middle classes, in this hybrid of market economy and communism do not hesitate to spend a large proportion of their income on clothes and accessories  The ever-growing fashion and luxury industry in China has tempted many international brands and fashion magazines such as Vogue and Numéro to disembark in Shanghai and throughout mainland China.

Zusanna Bijoch at Dior Couture Spring/Summer  2013 in Shanghai
Image taken from royonthestreet.tumblr.com

Last friday, the house of Dior brought it's Haute Couture collection to the city of Shanghai again. Dior had previously showcased a couture collection in Shanghai last year as well however, it was not the first time an internationally recognised fashion label had showcased a collection in Shanghai. In Shanghai on December 3, 2009, Karl Lagerfeld showcased an eighth of a collection by Chanel dedicated to showcasing and ensuring the skills of the Maison d'Art such as - among others - feather-maker Lemarié, embroiderer Lesage, shoemaker Massaro and milliner Michel; atelier's who are known for their role in the production of Haute Couture. This collection was entitled Paris to Shanghai and described as a 'fusion of the east and west.'

Abbey Lee Kershaw at Chanel Pre-Fall 2010 in Shanghai
Image taken from style.com

Labelled as the Paris of the east, Shanghai is home to almost all of the international luxury and high-end fashion brands in China. With brands such as Gucci, Louis Vuitton, Chanel and Burberry among other brands having built up excellent reputations and hype in the city of Shanghai, the elite of China have now set their sights on exclusivity rather than affordable luxury.


Having been to Shanghai many times, I can guarantee that walking down the streets of Shanghai, there are no shortages of the displays of Burberry, Coach, Louis Vuitton and Gucci monogram bags on the arms of the people there.

The ever so hyped up monogrammed bags by houses such as Louis Vuitton and Gucci have become so common that the truly rich now want even more exclusivity and luxury to show off their wealth. The demand is growing for more nuanced, high-end products and of course couture is the answer. The decision to showcase the Spring/Summer 2013 Dior couture collection in Shanghai is one which is economically smart and will produce countless opportunity for the house in the Asia market as well as will win new couture customers. CEO of Dior Sidney Toledano even named Shanghai as the "big market of China."

Due to China's extremely progressive industry, the rich only become richer in China and although a lot of the much more wealthier hope to migrate to western countries such as Australia or the United States, a lot of them still choose to stay in China. However, it is western culture that the Chinese find extremely enticing, in particularly, the fashion industry of the west. With labels such as Chanel opening 5 boutiques only in Shanghai, the successes of the luxury market in China is truly extravagant. It was only a few years ago that there were absolutely no luxury brands to be found in China.

China's search of endless luxury however does not just extend to fashion, rather five-star supermarkets as well.

With new malls emerging in China every year due to their increasingly successful industry more and more brands have chosen to open stores in China, particularly in Shanghai.

China, however, is also notorious for counterfeiting. From wine to actual shops to furniture to luxury goods. China can counterfeit anything just from a few photos.

Walking down the narrow corridors of an especially questionable market, I found myself amidst the largest selection of counterfeit Longchamp bags you could ever imagine. They were in every colour imaginable, every size imaginable. When I first asked for the price, they told me 150 Yuan which is approximately 23 AUD although when I started to walk away, they lowered the price right down to 50 yuan, which was around 10 AUD at the time although is now 7 or 8 AUD. It's unbelievable how much a counterfeit costs compared to the real thing. At every turn and corner, there were more and more Longchamp bags, among them, Hermes totes and Lady Dior bags and other counterfeit goods which include Sunglasses and scarves.

While I was there it became evident that most of the patrons of these rather questionable stalls in the market were in fact not Chinese however were foreigners having traveled from western countries in search for a bargain luxury. It's sad to find westerners promoting the counterfeit of goods especially when it is their culture  which the Chinese are truly enticed by.

Shanghai is an extremely great city and does have great shopping, however, it's reputation for counterfeiting goods will inevitably provide boundaries for Shanghai's local fashion industry or fashion scene to expand internationally.

There is no doubt that the luxury market has been successful in Shanghai however, Shanghai and China both have a long way to prove themselves before deserving the title of the the Paris of the East.