HONG KONG, April 29, 2015 /PRNewswire/ -- China's premier luxury brand Shanghai Tang is adding an evocative new dimension to its luxury offer: the Silk Road Fragrance Collection conjures up the spirit of adventure through a sensory journey from East to West - reflecting the essence of the brand which fuses Chinese with Western fashion.
THE INSPIRATION
An exotic journey through China's rich history
The fragrance's starting point was the fabled Silk Road, created during the Han Dynasty (206 BC-220 AD). This 4,000-mile network gave ancient merchants, pilgrims and soldiers a direct passage from China through India and beyond, to the Mediterranean and throughout Europe. Precious jewels and spices, jade and ivory treasures were transported, but it was famed for the exquisite Chinese silk which delighted wealthy Westerners.
Inspired by the exotic landscapes, rich colors and sense of adventure of the Silk Road, our master parfumier has created for Shanghai Tang a captivating collection of precious fragrances… infused with all the mystery and sensuality of the Silk Road.
THE PARFUMIER
A nose like no other creates a collection like no other
Esteemed master parfumier, Carlos Benaim is the winner of the prestigious American Society for Perfumers Lifetime Achievement Award for his contribution to the world of fragrance. He has created signature scents for such legendary fashion houses as Armani, Carolina Herrera, Prada and Maison Martin Margiela.
Drawing on his personal travels in China, Benaim designed the collection to pay tribute to the grandeur of Chinese culture through a suite of eight multi-layered, unique scents - five for women and three for men. Each highlights one or two exceptional ingredients that evoke the romance of the ancient caravans carrying Chinese treasures along the Silk Road to the western world.
Handcrafted using 100% natural ingredients, the collection embodies a genuine respect for the ancient craft of perfumery - and mirrors the pillars of the Shanghai Tang brand: luxurious quality and superb craftmanship.
THE AESTHETICS
Exquisite flacons house the precious scents
A celebration of attention to detail, exquisite handcrafting and luxurious materials, each fragrance is housed in precious bottle that prominently features the SHOU. This Chinese symbol of longevity is cited as one of the Five Blessings: longevity, wealth, health, love and virtue.
The women's bottle features the SHOU symbol meticulously engraved in enamel and gold leaf on the cap, serving as centerpiece of the design that forms the pattern of the lucky number 8. The tall and statuesque men's bottle features clean beautiful lines and glass cap handcrafted by skilled artisan, also featuring the SHOU symbol in a solid metallic piece.
Each bottle is a luxurious signature piece of art, and a special customized engraving service ensures that no two will ever be the same.
THE PHOTOGRAPHER AND SUPERMODEL
Pairing the internationally renowned Mario Testino and Du Juan
East truly meets West in the glorious advertising campaign that launches the collection. Bringing together celebrated fashion photographer Mario Testino and Chinese supermodel Du Juan as the face of the new fragrance collection, the sensual campaign perfectly captures the personality and identity of the scents.
Du Juan exudes an aura of Eastern mystery under through the lens of the master photographer. "You can really feel his passion when you work with him," she says. "He's incredibly creative and original: a truly amazing photographer."
Tapping into the ethos of old and the new of Shanghai, Mario Testino captures the energy of the city through his own western vision. "When I think of Shanghai past, I think of a faraway place, something that feels like a dream; on the other hand, today's Shanghai represents modernity and hope." Testino transfers this tension to his photography - and the fragrances. "This perfume has real depth as it mixes the traditional with the modern," he says.
Shanghai Tang Chairman Raphael Le Masne de Chermont is delighted to unveil the campaign, and calls the collaboration between Mario Testino and Du Juan the perfect union of East and West. "The Silk Road is known as a network of trade and cultural transmission routes which connects the West and the East," he says. "The Shanghai Tang fragrances embody the lifestyle of this fabled cross-continental journey. And Mario Testino and Du Juan are the ideal choices to communicate our vision."
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THE BRAND
Shanghai Tang reinvents Chinese luxury for the 21st century
Since its inception in 1994, Shanghai Tang has proved itself as the pioneering luxury lifestyle brand from China. With its mission as the global curator of modern Chinese aesthetics, Shanghai Tang interprets Chinese culture and craftsmanship with sophistication and relevance, creating vibrant and fashion-led pieces. Offering ready-to-wear collections for women, men and children, as well as accessories and homewares, Shanghai Tang supports an international network of 48 boutiques, including the world's largest lifestyle flagship - The Shanghai Tang Mansion, at 1 Duddell Street, Central, Hong Kong, and its largest flagship boutique, The Cathay Mansion in Shanghai.
For more brand information and to shop online, please visit www.shanghaitang.com.
PR CONTACT
Shanghai Tang
Winnie Ho
winnie-wy.ho@shanghaitang.com
+852 2839 0877
Gady Tse
gady-hy.tse@shanghaitang.com
+852 2839 0876
