Shanghai Daily News

Spanish fashion giant Zara has opened its China flagship store in Shanghai demonstrating that chic and wearability do go hand in hand groovily. At the same time, South Korean brand SSONN launched their cool line in subtly luxuriant elegance at their shop on Jianguo Road W., writes Wu Yingying and Michelle Zhang.

Shanghai is undoubtedly the hottest of hot babes as far as the international fashion brands are concerned.

Spanish street fashion giant Zara has selected Shanghai as its flagship store on the Chinese mainland. The grand opening last Thursday night drew a large crowd of fashionistas at its two-story shop on Nanjing Road W.

The brand is famous for its quick response to the latest trends. In their 2006 spring/summer collection, it is easy to find all the most chic elements. Their women's collection is divided into three categories: Women, Basic and TRF.

The Women collection provides ladies with more official wear with some trendy touches: prints or filmy satin garments accompanied by impeccably cut jackets, skirts and trousers; belt hoops and pleats with a definite Riviera inspiration; and a range of garments that feature designs, beading and embroidery in bright and cheerful colors.

The Basic collection has combined casual wear with more sophisticated flavors, like empire-line dresses, button-up dresses, full skirts and shorts and trousers with golden chains - romantic but wicked, sweet but aggressive, Victorian and daring.

The TRF specifically targets younger women. The images includes groundbreaking and original striped T-shirts and pre-washed jeans, or a lingerie top in pastel tones, denim Bermuda shorts or a dress in printed voile.

Zara's menswear is created for elegance and quality, playing up the masculine "working class" image with clothes that look and feel good all day and all night, but they also offer a casual line and beachwear.

"Zara offers high quality, good designs at affordable prices. In comparison with other similar brands, we are characterized for being faster to meet our costumers' needs," says Raul Estradera of Inditex Group, parent company of Zara.

Zara also plans to open another two stores in Shanghai and Beijing.

In addition to Zara, top South Korean fashion brand SSONN's flagship store in Shanghai has helped to add an Oriental touch.

Located on the plane tree-lined Jianguo Road W., the new store is easily overlooked given its position in a row of old French-style houses. The three-story house is nothing special at first sight but the inside is an unexpected contrast.

Tops, skirts, trousers, evening gowns and other accessories are neatly hung in the spacious shopping area. Black, eternally fashionable, dominates the collections. The clothing is by no means eye-catching at first glance, but one will soon discover the discreet luxury of each and every piece.

The brand specializes in making sophisticated knitwear of the highest quality, said Son Chan Kyu, founder of SSONN. All the pieces are meticulously hand-made. The beads, crystals and spangles are delicately knitted into the fabric instead of sewing, so as to insure that they won't fall off the clothes. It usually takes around 45 days to produce one piece.

Models showcased a series of ceremonial dresses at the launch party. The collection is elegant and sexy, all in exquisite patterns and pure colors from black to white, red to purple. Crystals and beads - which can be found on almost every piece - have contributed to the beauty of the dresses shinning under the spotlights.