Mytheresa is ready for a big reveal this week, unveiling four exclusive capsule collections from its debut China Designer Program.
The editorial and video were produced by a Chinese team and cast in collaboration with Mytheresa’s media partner on the project, T Magazine China. Photographer Lian Zi photographed the collections on models Ci Ci Xiang and Emma Bei Pei.
He said the collections reflect “Chinese designers as they are today. There is genuine talent in this market, and we are very thankful to the four designers. They really put their hearts into these collections, and creating stories for Mytheresa to tell. We’ve made this journey together,” he said. Wei has worked butterfly and floral motifs into his collection, which features minimal dresses, structured corsetry and oversize suits.
Mytheresa doesn’t break out sales figures for the Chinese market, but Asia Pacific, which includes China, South Korea and Australia, represents 25 percent of the business. In the first quarter of fiscal 2023, which ended in September, Mytheresa shifted its Chinese personal shopping and marketing teams into high gear. Those moves resulted in mainland China GMV growing by a further 22.5 percent.
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