“The rise of social media such as Xiaohongshu and Douyin has driven consumer awareness of stores like ours and emerging designer brands. Will Zhang, founder of SND, says due to the travel restrictions imposed on the nation during the pandemic, fashion consumers in China are now very used to the idea of buying from homegrown concept stores. It puts items from brands like Y/Project, Raf Simons, Lemaire, Marine Serre, Hyein Seo, and Our Legacy next to life-size robotic animals and hosts dramatic pop-ups that makes the spot a must-visit for fashion lovers coming to town. In Shanghai, it took over the space above the Gentle Monster flagship on Huaihai Road. SND, a fashion boutique that originated in the southwest region of China, has been expanding nationwide with 14 boutiques in Chongqing, Shanghai, Guangzhou, Shenzhen, Guiyang, Sanya, and more. It even attracted London’s Machine-A to establish its first international outpost there. Shanghai, during the period, became the battlefield for major designer fashion players that include I.T., Lane Crawford, Labelhood, ENG, SND, XC273, R130, LMDS, The Bálancing, Assemble by Réel, Looknow and more.
Last year it opened a second location five minutes’ walk away from the first one. The store was an early champion of local heroes such as Windowsen and Rui, and comes with ample archival storage space for designers such as Walter Van Beirendonck, Boris Bidjan Saberi, and Marc Le Bihan.Īnchoret, a concept store that carries brands like Ziggy Chen, John Alexander Skelton, Peter Do, Hed Mayner, and Paul Harnden Shoemakers and is located in Beijing’s Taikoo Li Sanlitun, caters to those who “look for a sense of depth and rarity,” according to its owner Nicky Chau. Utilizing a former factory building owned by Zhang’s father outside the urban core of Beijing, Common Place features a menswear store, an art gallery, and is partially utilized as Zhang’s personal art studio. Common Place was founded by Chinese artists Ji Zhang and Cheng Huang in 2016.
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