Roberto Cavalli's designs convey his idea that, "If you wear minimalist design then nobody pays attention to you."

The Cavalli style is becoming increasingly popular in China although it does take a certain confidence and panache to wear clothes that are guaranteed to attract attention. Fashionistas looking for subtlety are advised to shop elsewhere.

"I like the culture and the designs of China," he says. "With Chinese women, I think there is a lot of difference between the young and the less young. The younger Chinese girls are so tall and so beautiful they take care of themselves and how they look. The younger ones start to understand what it means to be beautiful and sexual-which is good for my business.

"I came to China late compared to other names but that is the moment for me, when they start to love Roberto Cavalli. In Beijing, much like in Paris and Rome and Milan, they stop me in the street to take a picture. My god!"

The women on the street would have encountered an individual who dresses from head to toe in, naturally enough, Just Cavalli, although the boss's personal choices of attire are surprisingly low key. Usually he opts for an all-black theme ... sweater, jacket, jeans and cowboy boots. In summertime, the garb changes to all white.

If you go:

Roberto Cavalli stores in China are located at:

The Peninsula Beijing: 8 Jinyu Hotong, Wangfujing, Dongcheng district, Beijing.

Plaza 66: 1266 Nanjing Xilu (West Road), Jing'an district, Shanghai.