Sino-centric Chinese fashion label Shanghai Tang est. 1994, who like to use the slogan "Re-Orient Yourself", specializing in the revitalization of Han fashion and taste from the 1920s, 1930s, have signed a fragrance deal with French company Inter Parfums Inc....
Their clothing style privileges a mix of Westernized Chinese retro flair and sleek, masculinized lines à la Yves Saint Laurent.
This is not a completely maiden perfume voyage for the brand which had started to commercialize a range of scented candles in their home decor branch of business called "Fragrant Journey" inspired by highly historic locales from the Middle Kingdom, i.e., Xi'an, Shanghai, Lhasa, Hong Kong, Beijing and Guilin.
According to WWD, Inter Parfums Inc. obtained a 12-year "exclusive global license to create, produce and distribute fragrances and beauty products bearing the Shanghai Tang name,"
The first products will appear in the spring of 2014, a very quick cycle of production, which is less surprising if one takes into account the very fast pace of beauty launches that takes place in Asia in general. A local subsidiary of Inter Parfums Inc., Inter Parfums USA Hong Kong Ltd has been created to meet the needs for the expansion of the "global operations" of Shanghai Tang.
Raphael Le Masne, executive chairman of Shanghai Tang said,“As we see the rise of a new Chinese pride in China, complemented by a growing intrigue and appetite for Chinese culture globally, we are happy to be partnering with Inter Parfums to grow and develop our global fragrance business.”