Shang Xia will include ready-to-wear and decorative arts inspired by Chinese culture and traditions of craftsmanship. These are to be made using Chinese raw materials and artisanal know-how, Hermès said. Shang Xia’s creative director is Qiong-Er Jiang, daughter of a noted Chinese architect.

According to Patrick Thomas, President of Hermes International, the new brand will be tailored for the Chinese market where Hermes lags behind its competitors. The objective of this move is to offer cheaper products, as well as capitalising on the growth of the luxury market in the country in 2010. The brand will also be distributed in Paris in one of the large department store. This is the first time the fashion label will get in from the ground up, so it’ll be fascinating to see the results. Chinese luxury consumers don’t want to feel that China is the ”dumping ground” for cheaper or excess inventory.

Luxury maisons, Modern Art, Asia become the new area of luxury marketing. Chanel’s HK Mobile Art, LV’s japanese multicolor looking, and now Hermès scarves exposition in Beijing from March 25 to April 16 2008. Who else?

Actually, “The Tale of Silk” Hermès’ Scarves Exhibition has just been launched at the Shanghai Art Museum last year in September. Step by Beijing in 2008 is not a coincidence.

The show marks the 70th anniversary of its first scarf and the 10th anniversary of the renowned brand entering the Chinese market. The exhibition comprised 21 section displaying 46 pieces of scarves selected from 1500 styles designed by Hermes in the past 70 years.

Besides, specially designed scarves coming from skilled Chinese artists were also showcased during the event.

Hermès specially invited Mr. Hilton McConnico to design the exquisite and fine scarves show. Stylist, designer, photographer, filmmaker and screen writer, this American artist living in Paris is keen on telling stories with colors, especially about silk. This time he will create a dialogue between the audience and Hermès scarves, with the participation of the Chinese artist Ding Yi, the film director Li Yu and the dancer and choreographer Huang Doudou.

The monthlong Exhibition will present 19 series of exhibits from scarf artists from all over the world. Installed with multi-support, danse, paint, video…, mise-en-scene with lanterns or clothes to give a peculiar eastern touch, the program will take the audience to an abundant visual experience and the pure spirit of the Hermès silk art.

Beijing Today’s Art Museum: Building 4, 32 Baiziwan Rd, Chaoyang district. From March 25 to April 16 2008, everyday from 10 a.m. to 17 p.m.