Grace Chen, fashion designer to Chinese high-fliers, spreads her wings
Chinese couturier fulfils a dream with opening of Shanghai headquarters and moves to raise global awareness of her brand as she works with Chinese government on fashion diplomacy
Grace Chen, the low-profile couturier to members of China’s business and political elites, is speaking with a louder voice these days.
“From now on, we’re becoming a proper brand and not just a couture studio and label,” says Chen as she walks me through her new Shanghai headquarters. We first met in early 2015 and, 18 months on, it’s not hard to see how much has happened.
Her clients have included Cheng Hong, the wife of Chinese premier Li Keqiang , Fu Ying, formerly Chinese ambassador to the UK and, when she worked at Tadashi Shoji in Los Angeles years ago, the likes of Helen Mirren and Oprah Winfrey. Chen has also made headway with the growing ranks of wealthy Chinese living overseas and looking for something other than Chanel, Prada and Armani. Since 2014 she has been growing the brand aggressively.
“Sales have doubled year upon year,” she says, “and this Shanghai house has been a dream for me since I started my label in 2009. Almost seven years on, we finally did it.”