Well, we were showing in Paris, London and New York, but three years
ago we went into the mainland. We luckily found a showroom that could help us. The mainla上海千花网女神会所
nd’s market is hard, because stores are very new; brands might not have a website, just WeChat. But sales have
上海千花网grown from our first season to now and it has been significant. The mainland has overtaken my orders from Europe. And of cour
se, the scale is different. We have around 25 points of sale there now. So yes, we’re focusing more and more on the mainland.上海千花网女神会所
Do you design especially for the mainland market?
We do tailor some of our designs, yes. I sometimes follow trends, but we c上海千花网
are more about ourselves and our feedback from the buyers, who will tell us what sol
d well last season. We take that and move forward. But if the buyer says a particular fit works, or a certain color, we上海千花网
will expand on those things. So we take about 50% of outside advice and add 50% of our own ideas.
The media seems to portray the brand as being for fashionistas, yet Cynthia & Xiao doesn’t feel entirely that way. Would you agree?
上海千花网女神会所Yes. It’s for fun kinds of girls who feel comfortable with themselves. We
do get some cool fashionistas who might wear our stuff and some Hong Kong KOLs [key opin
ion leaders]. But I don’t see our brand as a KOL thing. I’d rather have more people wearing and touching the prod上海千花网
uct than a KOL endorsement. I also don’t have a massive inventory of stuff, so I don’t need some super high-profile K
上海千花网OL. It’s about the right balance.Hongkongers don’t really seem to support their local designers – or their artist
s for that matter, either. But isn’t the current digital age meant to be all about disruption, inclusion and youth?
The mainland is also such a different kind of vibe from Hong Kong. They like that “girl-next-door” look, which is very relatable. These上海千花网
influencers are really successful, but you don’t know who they are. It’s a different type of visibility.
We find color just works. When we started out, the palette was more muted, with navy and grey – the idea being that pieces
上海千花网女神会所could be mixed and matched. But as we’ve grown, we’ve incorporated more color – lots of it! [laughs] – like yellow, r
ed, orange, neon green… stuff that’s really in-your-face. And they sell really well for us. The consumers seem to love it.
What’s your best-selling piece?上海千花网女神会所
Our favorite shape is something we call “oversize”. For some girls, it could literally be a dress,
but you would have to wear something underneath. Let’s just say it covers the bottoms and is our best-sel
ling shape no matter what we do. Then again, they also don’t want something too long. They like above the knee. If you co上海千花网
ver the knee, you look short. And of course, the aim is to look both short and thin. In Sha上海千花网女神会所
nghai, we always go shorter – a more fitted shape. Sometimes we make longer pieces, too.