American fashion designer Phillip Lim has opened a store in Beijing, its first store in China, three years after staging a runway show in Beijing.
Located at the Taikoo Li, the luxury brand end of Sanlitun Village, the 2,700-square-foot, two-story 3.1 Phillip Lim flagship store offers men’s and women’s ready-to-wear and accessories including footwear, belts, bags and sunglasses.
Lim believes his designs are perfect for the emerging style of China. “Cool, easy, chic — I’ve seen them everywhere in the world,” Lim tells WWD, referring to his target consumer. Lim noted that “the explosion in fashion in China fascinates him, as does the speed at which consumers here have adapted their tastes.”
“Luxury consumers are fast evolving from status seeking and logo-loving to a more discreet expression of their own individual style,” said Alice Wong, executive director of ImagineX, Phillip Lim’s partner in China. “Phillip is leading a new generation of designers that cater to that individualistic approach. There is a true spirit behind the brand. His clothes represent a certain attitude that is not dependent on trend. This really is something new for the market.”
Next up for Lim? A Shanghai store at the Kerry Center mall.
image credit: 31 phillip lim