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We is making something of a comeback. Hongxiang is seeking to revive its fortunes need people A fashion show of its haute couture by doing what it does best %’?fine handmade to carry on the collection was recently staged to cel- craftsmanship. old skills, and ebrate its 100th birthday. we also want %’òme decided to hold a grand fashion show young ideas on Founded in 1917, Hongxiang was a pioneer in after so many years to spark some publicity,%’?creating new Chinese fashion and beyond. It redefined the said Ni Hua, deputy Party chief of Hongxiang. fashions in tune classic cheongsam, changing it from a loose- %’òme want to show that our tailors are innova- with the times. fitting, straight-line gown to a body-hugging, tive and can adapt to modern trends.%’? one-piece dress that was highly praised by Chen Jian Madame Soong Ching Ling as a revolution in For Chen, the only dress of value is one made the women%’šj liberation movement. by hand. He has devoted 40 years to honing Senior tailor of Hongxiang his skills and putting his passion into fashion. Hongxiang was the first couture house in Some may view cutting, sewing and fitting as a China to hold a fashion show, attracting ce- boring sort of job, but Chen said he finds great lebrities like Ruan Lingyu, known as %’Ðmhina%’šj satisfaction and enjoyment in his work. Greta Garbo,%’?and movie queen Hu Die to the catwalk. %’õmes, it%’šj nothing special,%’?he said of his skill. %’Ïmut if you indulge yourself in the world At the 1933 Chicago Expo, six of Hongxiang%’šj of cutting and sewing, you will be amazed by silk cheongsam captivated the world with their the beauty of change. It%’šj so exciting to face elaborate, multicolored embroidery. The brand a challenge, isn%’›j%’?it? I feel happiness beyond won a silver medal, a first for China. description when I address challenge.%’? In 1947, Hongxiang again attracted attention To make a perfect garment, Hongxiang tai- with a cloak it made, with embroidered flowers lors require 26 body measurements and 30 in golden thread, for Queen Elizabeth. techniques, which were listed as part of the city%’šj %’ nntangible cultural heritage%’?in June Over the years, Hongxiang came to be recog- 2007. Among them, %’?D tailoring%’?is what nized widely as a trusted choice for high-end, made Hongxiang famous, and Chen is an ex- tailor-made garments. In 1993, it expanded pert in the practice. to a department store, becoming Shanghai%’šj version of Harrods. Knowing how the body moves, he can shape the cloth to the wearer so they appear as one. But in later years, the brand began to falter He can also compensate for body flaws and because of competition from foreign fashion make wearers seem taller or shorter. houses, careless management and a failure to modernize marketing. It was part of a general %’âmany of my customers are older hunch- demise of quality tailors in China. backed women,%’?he said. %’ímhey can%’›j find suitable clothes at ready-to-wear stores, so In 2008, Hongxiang lost its premium loca- they turn to me.%’? tion on the Nanjing Road W. Now, it operates only a small store on Shaanxi Road N. and a Chen also mentors young people in tailor- workshop tucked away in a residential com- ing. He has taught more than 20 students. plex on Haifang Road. %’òme don%’›j have many young customers, and Still, its allure as a quality brand is not all we also lack young tailors,%’?he said. %’òme have forgotten. Hongxiang retains a following of to introduce new blood to our workshop. We loyal, upmarket customers who still value need people to carry on the old skills, and good tailoring and design. we also want young ideas on creating new fashions in tune with the times.%’? %’ímhey became our customers at a young age,%’?explained senior tailor Chen Jian, 58. Hongxiang recruits saleswomen who can %’ímhey know our quality and they trust us. speak English and Japanese fluently to better They will come from time to time and sup- serve foreign customers. port us. Every month, we sell clothes valued at about 200,000 yuan (US$30,218).%’? After the fashion show, Hongxiang%’šj parent company, the Kaikai Group, announced it will In September, Chen was honored one of the set up a 1 million yuan foundation to help 94 %’êmhanghai standouts%’?under a campaign promote venerable brands.</code></pre> </div> </div> <div id="content-bottom"> <div id="content-bottom2"> <table width="110" border="0" cellspacing="0" cellpadding="0"> <tr> <td width="22%" height="44"><a href="page2.html"><img src="images/previous.png" width="26" height="19" id="Image2" onmouseover="MM_swapImage('Image2','','images/previous2.png',1)" onmouseout="MM_swapImgRestore()" /></a></td> <td width="43%"> &nbsp;&nbsp;&nbsp;<a href="page1.html">1</a>&nbsp;&nbsp;&nbsp;<a href="page2.html">2</a>&nbsp;&nbsp;&nbsp;<a href="page3.html">3</a>&nbsp;&nbsp;&nbsp;<a href="page4.html">4</a> </td> <td width="35%"><a href="page4.html"><img src="images/next.png" width="26" height="19" id="Image1" onmouseover="MM_swapImage('Image1','','images/next2.png',1)" onmouseout="MM_swapImgRestore()" /></a></td> </tr> </table> </div> </div> </div> </div> <div id="right-button"> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p><a href="page4.html"><img src="images/next_big.png" width="90" height="80" /></a></p> </div> </div> </body> </html>