Mainland shoppers falling out of love with logos, says Asprey

When mainland shoppers spend on fashion, they like a designer logo to tell the world about it.

But William Asprey believes that is about to change.

The seventh-generation member of the Asprey family, which specialises in bespoke luxury items, was in town to promote his London-based brand, William & Son.

He hosted a private preview for tastemakers, including entrepreneur Adrienne Ma and barrister Brandon Chau Kwok-fung, at The Space gallery in Sheung Wan on Tuesday.

Explaining the subtleties of his brand of haute couture, Asprey said: "It's nice to have something beautiful when no one knows where it's from or how much it costs.

"With mainland China [customers], who perhaps are still more into labels and brands, we need to explain [that]."

Bespoke leather bags, game sets, cashmere scarves and fine jewellery were among the William & Son products on show at the gallery. However, one of the brand's signature products was missing - bespoke sporting guns.

"I don't think we can ship guns to Hong Kong," said Asprey, who has long been a keen hunter. "I believe [a sporting gun] can be a piece of art. I have one gun that features an engraving of a painting I have at home, and I have my dog's picture engraved on another."

While hunting rifles are unlikely to go on the market in Hong Kong, Asprey believes there is a strong demand.

"Sporting guns are beautifully handmade and can last for 100 years," he said. "I know locals and expats who go to the UK in the hunting season."