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Aloof and Noble for Shanghai Tang FW 2018/19 Collection in Milan

Massimiliano Giornetti's first presentation for Shanghai Tang takes place at Palazzo Serbelloni during Milano Moda Donna

Written by Ian Thompson | 23 February 2018

Shanghai Tang FW 2018/19 – Milan

Shanghai Tang has chosen to showcase their Fall Winter 18/19 collection in Milan using Schläppi male and female mannequins from the Aloof and Noble Collections.

Since the launch of Noble in London where Lee Roach used our mannequins to display his new collection, we have seen more and more designers choose this creative approach for their own shows. Here in Milan, Shanghai Tang has chosen to display their latest collection using Aloof female and Noble male mannequins placing them on trademark Shanghai Tang coloured plinths. The grand interior of the Palazzo Serbelloni was transformed by light and a bold black and white floor to emphasise the mannequin groupings.

The new collection is inspired by the many connections between east and west and represents the first Shanghai Tang collection designed by Massimiliano Giornetti, previously creative director at luxury retailer Salvatore Ferragamo. The collection was presented at Milano Moda Donna, on Wednesday 21 February, at Palazzo Serbelloni, a Neoclassical palace in Milan constructed for the aristocrat Gabrio Serbelloni. The new collection is infused with delicate Asian and European patterns on a dark palette of quilted fabrics, described as “A dance of threads. A dreamlike journey from Italy to China.”

I have taken up this challenge because China is definitely a future that is already here and Shanghai Tang is the first real Chinese luxury brand that manages to communicate on a global level. – Massimiliano Giornetti

Alessandro Bastagli bought Shanghai Tang in 2017 from the Richemont Group and has since set about transforming the fashion brand into a luxury retailer. Bastagli appointed Massimiliano Giornetti as creative director and aims to increase sales by 15-20% in 2019. From the group’s 16 existing boutiques in China, Singapore and Macao, Alessandro Bastagli aims to reinvigorate the brand by combining its Chinese heritage with a more contemporary look and feel.

Shanghai Tang was founded in 1994 by the late David Tang offering Asian-inspired clothes for men and women in addition to homeware and accessories. Alessandro Bastagli has indicated that fashion production will now move to Europe with homeware and accessories remaining in China. Shanghai Tang is looking to open new stores in Milan, Paris and London.

Photographer: Alek Pierre

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