Dries Van Noten opens its first store in China at the end of August. The Belgian fashion designer moves into a building of no less than 1,800 square metres in Shanghai.
The Belgian fashion label Dries Van Noten aims for expansion in the coming years, both physically and online. A first important step is the opening of its own flagship store in China: at the end of August, the fashion label will have a store of no less than 1,800 square metres in the Réel Mall shopping centre in Shanghai, Women's Wear Daily reports.
In the first Chinese shop, the entire collection will be available for both men and women. Dries Van Noten has been active in the Chinese market since 2017, but exclusively through wholesale up until now. The brand currently has sales partners in Shanghai, Beijing and Hong Kong.
In response to the corona crisis, Dries Van Noten also started an action group to improve the sustainability of the fashion sector. Together with other designers, including Jil Sander and Tory Burch, and luxury department store chains such as Nordstrom, Harvey Nichols and Selfridges, he calls for fewer discounts, a simpler fashion calendar and less pollution.