Can Deng become the new creative director of Shanghai Beach and save Shanghai Beach?

According to Fashion Business Daily, the management team in Shanghai Beach has changed since it was acquired by China investment fund Lunar Capital at the end of last year. Maurizio De Gasperis continued as CEO, and Elizabeth Bazzini joined the brand as global general manager of retail.

Former creative director Massimiliano Giornetti also decided to leave. It was not until yesterday that the brand officially announced Victoria Tang-Owen Deng as the new creative director through the official Instagram account. Perhaps to solve this stubborn disease, Shanghai Instagram also released a picture this time, which is suspected to be a new Logo designed by Deng for the brand. Different from the previous combination of "Shanghai Tang" and Shanghai Beach, the new Logo is a circle with only three Chinese characters "Shanghai Beach" in the middle, and the main color is orange.

Linking the past and present of Shanghai Beach, thus reflecting the future of China's luxury aesthetics. Deng Yongqiang, a justice of the peace who is famous for his enjoyment and has a special feeling for China's traditional culture, is determined to build a fashion brand that belongs to China and his own. Since the brand was put on by Jacky Cheung and starred in Wong Kar-wai's masterpiece "In the Mood for Love", it has quickly gained a group of loyal consumers in market segments by combining the fashion style of western aesthetics.

At the same time, Deng Yongqiang began to provide customized services for his wealthy friends in traditional China clothes, such as velvet Tang suit. Deng Yongqiang also has deep friendship with high-ranking figures such as Princess Diana, Prince Andrew and even Clinton.