Fei Space has opened a new store inside the new Liangmaqiao mall Grand Summit.
Launched in 2008, the multi-brand shop has often been compared to China’s version of Opening Ceremony, where fashion-forward Beijingers go to scout for emerging designers. Since 2013, Fei Space has opened several pop-up shops inside malls around the city, such as Joy City and U-Town, to attract a younger clientèle. The Grand Summit location is its second permanent store, with the other location in 798 Art District.
Throughout the years, Fei founders Ray Lee and Lin Jing have teamed up with foreign brands and designers like Bless, Ligia Dias, Marios Schwab and House of Holland for exclusive collaborations.
Most popular in the past, perhaps, was Fei’s British offerings from fast fashion giants Topshop and Topman, which recently opened their own concessions inside Galeries Lafayette and an online point-of-sale on Shangpin.com.
Now, Fei Space is shaking things up, showcasing only home-grown talent at the new store. The move, according to Fei general manager Norma Zhang, is to accommodate the changing tastes of Chinese consumers. ‘Many Chinese are travelling now, so if they want to buy foreign brands, they can go abroad to get it, but it’s more difficult to find Chinese brands outside of China,’ says Zhang. Inside, you’ll find beautiful offerings from Woolmark prize finalist Victor Zhu and Nicole Lin of VMajor, futuristic jewellery by Yvmin and whimsical ready-to-wear ensembles by Elysee Yang.
By Amy Chung