Showing its Chinese DNA

Models present the 2016 autumn/winter collection of Shanghai Tang, a Hong Kong-based label that targets global customers. [Photo provided to China Daily]

"Shanghai Tang belongs to China. There are a lot of cliches about China in the Western world. People don't understand China. But we are ambassadors of a positive, dynamic China and we want to show it to the world."

The brand is not the only one to capitalize on its Chinese origins. Emerging Chinese designers like Guo Pei are also making their presence felt in the global fashion world.

But Le Masne de Chermont says he does not see other Chinese luxury brands as competition. Instead, he considers them as allies who can help him open doors to the rest of the world.

Shanghai Tang, which celebrated its 20th anniversary last year with collections done in collaboration with Chinese designers Wang Peiyi and Masha Ma, now has about 50 stores worldwide, most of which are in Asia.