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DFS opens pioneering Maison Margiela fashion store at Shanghai Hongqiao International Airport

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DFS opens pioneering Maison Margiela fashion store at Shanghai Hongqiao International Airport

CHINA. DFS Group and Maison Margiela this week launched a new concept boutique at Shanghai Hongqiao International Airport Store Terminal 2 – the fashion brand’s first airport store.

DFS described the grand opening on 10 June in the domestic terminal as a key strategic step in Maison Margiela’s global retail expansion.

Fashion first: Textured backdrops and artistic landscapes serve as an aesthetically-pleasing space for displaying the brand’s distinctive fashion and accessories items

The unveiling boosts DFS Group’s burgeoning airport duty-paid presence in Mainland China, enhancing consumers’ luxury travel retail shopping experience, the company said.

The 70sq m store is centred on the brand’s unconventional concept, which continues the spatial design language of Dutch architect Anne Holtrop while echoing the brand’s familiar ‘deconstructionism’.

The effect is to turn a calm and soothing creamy white display space into a comfortable and relaxing shopping journey. Customers are led through an artistic shopping landscape where they can enjoy the brand’s array of clothing, leathergoods and accessories.

The store’s architectural structure preserves the natural texture of the marble material, echoing the brand’s design approach of exposed lining with sculptural indentations, retaining a strong handmade texture. This reaffirms Maison Margiela’s artisanal spirit and aesthetics, DFS said.

With the summer travel season upon us, and the upcoming golden autumn soon approaching, trendy fashion-wear and accessories are available at the DFS Maison Margiela store

The new Maison Margiela 2024 Fall/Winter women’s and men’s ready-to-wear, bags, shoes, jeans and trousers, small leathergoods and other lines are displayed to reflect the brand’s innovative spirit and avant-garde aesthetics. ✈️

Maison Margiela’s inverted logo T-shirt, ripped loose jeans, high-waist wide-leg jeans and classic hoodies are among the array of trendsetting clothing on offer. Men’s and women’s trainer shoes, lambskin shoulder bags and Tabi split-toe ballet flats are also available for shoppers wishing to complete their wardrobes with à la mode accents.

Scan the QR codes via WeChat to visit our platforms. Stories related to the China travel retail sector at home and abroad are featured in this unrivalled dual service. For native content opportunities please contact Zhang Yimei (China) at Yimei@MoodieDavittReport.com or Irene Revilla (international) at Irene@MoodieDavittReport.com. For editorial please reach out to Martin Moodie at Martin@MoodieDavittReport.com

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