Cross-country chic

Some international fashion designers are flocking to China to stamp their mark. Gan Tian finds out that it is a win-win formula for these foreign experts and Chinese brands.

While many Chinese fashion labels are eager to venture into the world, some international fashion designers are eager to enter into China's market. Graeme Black is one of them. The British designer, who used to work with well-known labels like Giorgio Armani and Salvatore Ferragamo, is now the creative director of China's baby cashmere brand 1436. The label's founder and general manager Wang Zhen hired him in November 2011.

"I can't tell you Graeme's salary, but I can assure you, we pay him no less than any other international luxury brand pays for its creative director," Wang says.

Wang says she hired Black because of his expertise in cashmere.

When he was with Giorgio Armani and Salvatore Ferragamo, Black was working on the cashmere products of these labels.

Wang believes 1436 has an added advantage when she approached Black - the label has access to the world's finest cashmere, which is produced in China's Inner Mongolia autonomous region. Wang was right. Black admits that is the main factor that brought him to China.

1436 launched its 2013 autumn/winter collection in Beijing's Sanlitun recently.

"Besides designing garments, Black is also the consultant of advertising campaigns, interior designs in our boutique stores. We can say he has unified and consolidated our brand's image. That is one of his biggest contributions," Wang says, adding that Black's international background has also benefited the label.

"In 1436, we work very internationally. I live in London and design in Beijing. I am using a factory in India for embroidery. I also go to Italy and Japan for other parts of the work. The advertising campaign for this collection was done in my house in London.

"I am doing this work (for 1436) with much respect," Black says.

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