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Translated by
Roberta HERRERA
Published
Feb 2, 2022
Reading time
3 minutes
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Shang Xia commemorates the Chinese New Year together with the Musée des Arts Décoratifs

Translated by
Roberta HERRERA
Published
Feb 2, 2022

Shang Xia lands in Paris through an exclusive collaboration with the Musée des Arts Décoratifs, coinciding with the celebration of the Chinese New Year. Many other luxury brands have already been seen these past few weeks launching capsule collections dedicated to the year of the tiger in hopes of attracting more customers from the powerful Asian market. However, the Chinese luxury brand founded in 2010 by creative director Jian Qiong Er together with Hermès, aims to instead attract French customers through this new collaboration in order to make itself known in the French market and to introduce its historical “savoir-faire” to the European public.


A charm bracelet from the collaboration - Shang Xia



"The brand is already present in the permanent collection of the Musée des Arts Décoratifs and our idea is to continue collaborating with the museum, creating products together that center around a theme inspired by a cracked porcelain statuette,” explained Marie Laure Mevel, commercial director of the high-end brand, to FashionNetwork.com. The company's “made in China” product range includes clothing, accessories, and luxurious objects and furniture. The newest collaboration presents three products under the same visual identity inspired by the Qing dynasty's (1644-1912) cracked porcelain piece that belongs to the museum's rich collection of ancient and contemporary Asian objects displayed alongside Shang Xia’s creations. 

The first product in the collaboration is a red bracelet with a silver amulet of the sign of the tiger, available at a price of €90. It is then followed by a tea set marketed at €110, presented in an intricate pop-up box, which comes with a pair of hand-painted porcelain cups and Yunnan black tea. Finally, the reinvented Chinese red envelopes, which are traditionally used for gifting money, are instead filled with small surprises inside, and are available at the more affordable price of €9. These pieces are exclusively sold at the Musée des Arts Decoratifs within France, but are also on sale in China, both in Shang Xia’s network of stores as well as through the brand’s wholesale distribution partners. 


Window display of the Musée des Arts Décoratifs - Shang Xia



"The most important thing for us is to maintain the ancestral and traditional quality of all our products, and to always have them handcrafted in small workshops,” continued the sales manager of the company, which since December 2020 has been controlled by the Exor group (owned by the Agnelli family). However, since the brand appointed Beijing-born designer, Yang Li, as creative director in September 2021 and the new horizontally laid-out logo was unveiled that same month, the Chinese brand is currently tackling an "important stage" as it "enters a new chapter, presenting an innovative and contemporary vision of today's China." The new creative director presented his first collection and physical runway show for the hitherto understated brand last October during Paris Fashion Week. 

Three École Camondo students also took part in this collaborative project as Shang Xia gave them the responsibility of designing the museum shop’s window display. A delicate porcelain and bamboo tea set and the "Carbon Fiber Chair" (which was granted the EDIDA design award in 2017 and 2018 and whose matching table is part of the museum's collections) will be displayed against a bright colored backdrop until March 31. This collaboration was set up by Arteum, which supports the Musée des Arts Décoratifs in the development of its brand licensing.

The fashion agenda of the Musée des Arts Décoratifs will continue displaying the retrospective exhibition dedicated to the recently deceased French couturier, "Thierry Mugler, Couturissime", until April 24 and the "Cartier et les Arts de l'Islam" exhibition, until February 20.
 

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