Canali brings made-to-measure style to Hong Kong

"There is a new attitude from the consumer. He likes to pamper himself, but he also likes to be pampered," says Elisabetta Canali, describing the sort of man who will use the made-to-measure (MTM) service at the newly opened Canali boutique on Pedder Street

A third-generation member of the Canali family, and group communications director of the family firm, she stops short of saying that MTM services and personalisation are the new luxury. But she definitely sees the rising trend for MTM in menswear as a way of asserting individuality and standing out from the crowd.

"The man who comes here wants to feel unique and also have unique experiences," she says. It might seem curious to call a suit-fitting a new experience, as most men will have to go through the process at least once in their lives.

But Canali is keen to stress that its MTM service is different, something that is very much a collaborative process between the customer and the tailor.

"Our customers feel part of the process and that is quite exciting for them. [They don't do it] to show off: people do like to have their name or initials on their clothes, but we put it inside the jacket away from view, and only they know," Elisabetta says, going on to list the different cuff, collar, button, and fabric options available.

Canali's MTM service in Hong Kong will be looked after by MTM manager and tailor Giorgio Ascheri, who has relocated to the city from Italy.