A fashion corner in Algorithm displays the latest designer fashion pieces.[Photo provided to China Daily]

There she was inspired not only by how fashion boutiques are run, she says, but also by the European lifestyle.

So she decided to open a store that not only sells clothing, but is dedicated to the lifestyle she aspires to.

Hu imagined the space as a home she would like to live in herself.

"We want to create a sense of cleanliness, quietness and comfort. And we want to attract people who enjoy the aesthetics and lifestyle that we do."

Hu co-founded the store with three friends who worked in media, culinary and design.

The space was designed by the Kuo space design team. In the venue, which used to house an Iranian restaurant, all the walls have been torn down to create a more open space and allow in the sunlight.

Hu says she selects all the products herself. The store now works with more than 30 designers from both China and abroad. There is women's clothing from China, men's clothing from Malaysia, handmade glass from Japan and skin care products from Germany.

The store also offers made-to-wear service for menswear and bridal wear.

Hu displays the products by category rather than by designer, feeling this is what most customers want. Good design needs to be complimented with wearability and good quality, she says.

"The new designers are really creative, but they need to relate to the customers. Quality and cost are usually a challenge for them."

Now the store has also become a venue for fashion events and business salons. Chanel, Oysho, Adidas and Ford are some of the brands that have held events there.

 

(China Daily 02/18/2017 page15)