Social climbers in Shanghai will soon be able to browse through Tatler magazine - synonymous with wealth, luxury and high society - courtesy of a Hong Kong publishing joint venture.
The inaugural September edition of Shanghai Tatler will include interviews with the rich and influential, supported by advertising from glamour brands including Louis Vuitton, Christian Dior and Cartier.
The Chinese Communist Party was founded in Shanghai in 1921 but in those days the decadent city had a reputation as the Whore of the Orient and Paris of the East. Shanghai Tatler is being launched as the city's social whirl resumes after decades of drabness.
Shanghai Tatler is a joint venture of Hong Kong-based firm Communications Management Ltd, owned by Mahabir 'Boya' Mohindar and Lina Ross, and the mainland Yifei Group, which is owned by Chinese artist Chen Yifei and his son, Richard Chen.
A Beijing edition of Tatler is being planned for next year.
Hong Kong-based Tatler group editor Wayne Morrison said the magazine would maintain its longstanding tradition of staying clear of political, religious or racial controversies in its Chinese editions.