Hermes will Launch new brand "Shang Xia"

For China's position in the growing luxury brand market, Hermès have announced they will launch a new brand called Shang Xia.

Shang Xia translates roughly as 'topsy-turvy' or 'upside down' and it’s the first time in Hermès' history that they have launched a luxury brand from grassroots level.

Hermès have appointed Qiong-Er Jiang as the creative director of the brand which will be based in Shanghai and should make its first graceful appearance around the spring time. The line will include ready-to-wear pieces, tableware and pieces of furniture inspired by Chinese culture.

It has not been revealed how many outlets will be comissioned or when they will be opened. Hermès hope that Shang Xia will help address what they see as their failure thus far to make real inroads into the Chinese market.