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| f2013 autumn/winter collection of China's cashmere brand 1436, designed by Graeme Black. (China Daily) |
"We were looking for a very serious partner in China. We came here frequently, so we already knew customers' behavior, habits and rules of the Chinese companies," Faret said when he appeared in the label's fashion show in 2009.
Faret has also successfully built a healthy and elegant image for the brand. The label soon attracted five top-tier male celebrities to be its spokesmen, including actors Hu Jun, Chang Chen and director Lu Chuan.
There are other Chinese fashion companies that have hired foreign staff, but most of them are freelance stylists, photographers, or assistants, according to Hu Nan, executive secretary of the China Fashion Association.
Zhang Caili, marketing manager of Guangzhou-based menswear Cabbeen, says her company also uses some foreign stylists.
The China Fashion Association's Hu says foreign designers, involved in a comparatively mature fashion industry, can bring much experience to Chinese fashion labels that are starting to explore the international market.
For instance, 1436's Wang says his label plans to open a boutique in London soon. The location of the boutique is based on Black's advice.
Wong says the ideas Black brings to 1436 not only include the choice of the garments, but also the boutique's interior design, window design and product brochure.
On the other hand, foreign designers say the opportunities within Chinese fashion scene are aplenty. It provides them a wider platform and financial support to showcase their talent to the world.
"Giorgio Armani and Salvatore Ferragamo are all over the world. This brand is very established in China, but we want to bring its design codes and DNA to the world. It is very exciting," Black says.
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