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]."