When David Tang launched Shanghai Tang in 1994, the world was a different place. The notion of a Chinese luxury brand, let alone one on the verge of 'high end,' was unthinkable. Fast forward 30 years, and this brand has not only endured but is now captivating new audiences with the rise of China chic.

Unveiling Shanghai Tang's Timeless Legacy

Shanghai Tang's Inception and Early Years

In 1994, David Tang boldly introduced Shanghai Tang to the world. At that time, the concept of a Chinese luxury brand was virtually non-existent. However, Tang's vision and passion paved the way for a brand that would go on to make significant waves. The brand's early years were marked by a unique blend of East and West, as seen in its signature designs and aesthetic. It became a global hit, presenting a constructed expression of Chinese identity that was palatable to the Western world.This early success was not only due to Tang's larger-than-life personality and his signature Tang jacket but also his wide circle of celebrity friends. These connections helped to establish Shanghai Tang as a prominent brand in the fashion industry.

The Anniversary Exhibition at PMQ

To celebrate its notable anniversary, Shanghai Tang debuted an intimate retrospective exhibition at the local creative hub PMQ during Hong Kong Fashion Fest in November. Titled 'A Journey Of Rediscovery', the show showcased the brand's rich history, legacy, and archive. Through a curated selection of clothing, ephemera, rare objects, and interactive digital elements like AR tech, visitors were able to immerse themselves in the brand's story.Distilled here in a number of signature items such as an infinity knot bag, a qipao, and a five-button Tang jacket, the exhibition highlighted the brand's pioneering aesthetic. It was a powerful reflection of the brand's unique cultural identity and played a significant role in enhancing Hong Kong's soft power on the global stage.

Shanghai Tang's Revival on the Mainland

During a recent trip to Shanghai, I was pleasantly surprised to find Shanghai Tang among the ranks of the boutique store LMDS in the Xuhui District. This pointed to a revival of shorts among younger generations on the mainland. LMDS was founded over five years ago, before the pandemic, and witnessed the rise of the guochao or national wave.The founder of LMDS, Eric Young, explains that Shanghai Tang is special because it combines traditional design with a modern contemporary style. His customers, the city's affluent and engaged young community, appreciate the details, especially the recognizable color pops and contrasts like acid greens and vibrant orange. The brand also performs exceptionally well before and after various festivals.

The Digital Experience at the Exhibition

Among the physical objects on display, including perfume bottles, homeware, jewelry, and even colorful skateboards (a collaboration with Jacky Tsai), the exhibit included several effective digital experiences. With the creative collaborator Fabrix, the exhibition used spaces to convey time. It opened with a homage to its trailblazing Ginger Flower fragrance that scented the brand's first boutique, and motion graphics digitally recreated that first home in the Pedder building.Visitors could also try on and take snaps of classic designs brought to life by AR tech. As Annie Siara, CEO of the digital company Onewayx, points out, it's a great showcase of Shanghai Tang's journey through the blend of tradition with cutting-edge technology. The exhibition honors Chinese heritage while introducing innovative interactions into the visitor's experience.At a time when brands are striving to stand out, those with a captivating legacy like Shanghai Tang have a distinct advantage. It continues to evolve and thrive, leaving a lasting mark on the fashion industry.