Exception, Home-Grown Chinese Fashion Brand, Has Its “Jason Wu Moment”

Several months ago, a photo of China’s new first lady, Peng Liyuan stepping out of a jet on a state visit to Russia, wearing a dark trench coat and toting a leather handbag, went viral on Sina Weibo (China version of Twitter), as users speculated on the brand of Peng’s bag.


Initially, Weibo users speculated that the bag was by Italian luxury brand Tod’s, but others were quick to identify the brand of the purse — as well as Peng’s jacket — as Guangzhou’s Exception (Exception de Mixmind). After being confirmed by an Exception PR representative, the discovery immediately set off a firestorm of interest in the brand on Sina Weibo.


While it’s too early to say whether Peng Liyuan’s endorsement of Exception is the brand’s “Jason Wu moment,” it’s certainly a big moment for the company, which already has its fair share of high-profile admirers. As CKGSB Knowledge wrote of the label last December:

“Exception has built a significant presence of over 100 stores in the Eastern cities of Beijing and Shanghai as well as their home base, the growing metropolis of Guangzhou. Exception is touted as the Chinese fashion industry success story and has an estimated annual turnover of more than RMB 900 million a year. Founder Mao Jihong claims that he’s the biggest in the market. Industry observers such as fashion media mogul Hung Huang have put the brand at the top of their watchlist for homegrown brands with the potential to make it big abroad.”

Peng’s Exception handbag
Tob’s handbag
Netizens initially thought Peng’s bag was this model, made by Italian brand Tod’s

The more interesting long-term implications of Peng Liyuan’s domestic-label style are that home-grown Chinese designers and brands could ultimately play a part in the central government’s ongoing frugality campaign in Beijing. While it’s unlikely that high-ranking bureaucrats will ditch their Audis for Red Flags anytime soon, we’ve already predicted that China home grown fashion brand sales will be better in 2013 than in 2012. The most visible government officials are already leaving their Swiss watches and Hermès belts at home for fear of netizen scrutiny. Now, led by Peng Liyuan, we just might see the wives of top officials doing the same with their Birkin bags and Burberry trenches.

(source: http://www.jingdaily.com/exception-home-grown-chinese-fashion-label-has-its-jason-wu-moment/24805/


About Interact China

“A Social Enterprise in E-commerce Promoting Oriental Aesthetic Worldwide” 

Aileen & Norman co-founded Interact China in 2004 with specialization in fine Oriental Aesthetic products handmade by ethnic minorities & Han Chinese. Having direct partnerships with artisans, designers, craft masters and tailors, along with 10 years solid experience in e-commerce via InteractChina.com, we position well to bridge talented artisans in the East with the rest of the world, and bring you direct finely selected products that are of good quality and aesthetic taste.

So far we carry 3000+ goods covering Ladies Fashion, Kungfu Clothing, Home Furnishings, Babies & Kids, Painting Arts, Textile Arts, Carving Arts, Tribal Jewelry Art, Wall Masks and Musical Instruments. Our team speak English, French, German, Spanish and Italian, and serve customers worldwide with passion and hearts.

P.S. We Need People with Similar Passion to Join Our Blogging Team!

If you have passion to write about Oriental Aesthetic in Fashion, Home Decor, Art & Crafts, Culture, Music, Books, and Charity, please contact us at bloggers@interactchina.com, we would love to hear from you!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s