Young metropolitans redefine "fashionable"

In Shanghai, as well as Hong Kong, the choice shopping areas are populated by high-end brands, which stands for the very expensive goods on dsiplay in the boutiques and specialty shops of European fashion brands.

Their presence is particularly imposing on one stretch of Huaihai Zhonglu in Shanghai. Nearly all the street level shop space on that road is occupied by the few big fashion houses and jewelry shops.

Whenever we happen to walk along that stretch of road, my Shanghai friends are quick to point out that the only customers of those establishments are the tuhao from out of town. Somehow, a branded bag, or blouse, is increasingly seen as the badge not of a connoisseur of exquisite design and fine craftsmanship, but rather the mark of, well, a tuhao.

Neither Hong Kong nor Shanghai is keen on being branded as "fashionable" when an obsession for over-priced and chintzy goods is the sole criteria for that particular badge of honor.

The people, especially the younger generation, in those cities have gained sufficient confidence to choose their own style. They have no need to bolster their self-esteem with the emblazoned logos of French or Italian designers.

Instead these young people in Hong Kong and Shanghai are redefining what it means to be a fashionable city.

The author is a senior editor with China Daily, email: jamesleung@chinadaily.com.cn