French fashion brand has big plans for Chinese market

A model presents creations from AMI 2024 Fall/Winter collections in Suzhou, Jiangsu province. [Photo provided to China Daily]

France fashion brand AMI wants to deliver more Chinese culture to the world besides continuing to invest in opening stores and creating cultural events, Nicolas Santi-Weil, CEO of AMI, says.

After hosting China’s first fashion show in Shanghai in 2019, AMI released its new 2024 Fall/Winter collections in Suzhou, Jiangsu province last week, marking a milestone by showcasing on the historical Xiangmen Wall.

Alexandre Mattiussi, creative director and founder of AMI, says that “the growth of AMI owes so much to the support of our enthusiastic friends in China and Asia, and this repeat show was our way to express our gratitude,” says Santi-Weil.

Shows opens Shanghai Fashion Week

A model presents creations from Le Fame in Shanghai during the 2024 A/W Shanghai Fashion Week on Mar 25, 2024. [Photo provided to China Daily]

Local fashion brand Le Fame kicked off the 2024 A/W Shanghai Fashion Week on Monday with an opening show in Xintiandi. Celebrities such as Yang Ying (often known by her stage name Angelababy) and Yang Chaoyang attended the show.

Designed in the art deco style and featuring the essence of Shanghai culture, including velvet, Chinese satin, pearl, and ostrich, the opening show displayed the elegance of Shanghai women.

Other events of the fashion week, including the MODE Shanghai Fashion Trade Show and the release of designer-incubation platform LABELHOOD, were also held on Monday, covering major landmarks in Shanghai such as the Rockbund Art Museum, IM Shanghai, and the West Bund Art Center.

Liu Kexin contributed to this story.