after two months here, i've found some seriously brilliant local designers. more posts on some of the amazing talent in the next weeks, but this month's shop talk post is about Content, one of my favorite boutiques in Shanghai.
one of the strengths of the collections is that there is an evenly executed focus on fabrics, tailoring, and concept. colors are mostly muted neutrals, though there are some gorgeous colors this season (mostly blues and oranges). many of the pieces – like the overcoats, blouses, and blazers – are expertly tailored with unique wool, cotton, and silk or natural/synthetic-blend fabrications. prices and fabric content are clearly labelled, which makes the browsing experience much more pleasant (you'd be surprised how often this is not the case even in pricey shops in Shanghai...).
i tried on a dove-grey wool blanket coat with an asymmetrical, Rick Owens-esque drape collar that fit perfectly at the shoulder and slim (but not too slim) through the sleeves. for someone who isn't normally swayed by expensive outerwear, this coat was seriously tempting. true to the brand philosophy of clothing as a vehicle for media expression, screenprints of film and photographic images are also a signature design element at Content, adding another witty layer of visual texture.
as with many shops in Shanghai (regardless of high or low-end), sizing runs small. the available sizes are S, M, and L, and there are often only one or at most a handful produced of each style. for reference, the M fits me just right as i have broader shoulders than the average Shanghainese girl with my build, which for better or for worse reflects the typical anti-vanity designer sizing practices here. however, you also have the option of getting something tailored-to-fit, or doing a custom order. i love that about many designer shops here.
for a high-end independent designer boutique, prices are reasonable, and range from ¥500-¥2,500. some special pieces hovering in the ¥3,000-¥4,500 range. (the exchange rate is around $1 : ¥6 these days.)
- 234 jinxian road (near South Shaanxi road) | T: 021 6217 5297
- 245 madang road, L233 (the shops at Xintiandi Style) | T: 021 3305 1916