White hot

By Amy Fabris-Shi (That's Shanghai)
Updated: 2007-05-08 09:52

A cardigan in lacy, black lisle thread gets similar treatment. Worn half-buttoned over a black bandeaux it presents a classic work look. But buttoned up as a top with a sexy bra (or nothing at all) underneath and it makes for daring eveningwear. Wear the bandeaux over the lace and attention is drawn to the neckline for an entirely different look. If you've been counting, that¡¯s three outfits for the price of one. What's more, the jewelry range-in black resin, onyx, leather braid and mother of pearl-can be worn as necklace, choker, brooch or even a belt.

With such selection, the boutique staff play a big part in the Anne Fontaine retail experience. No huanying chants or sales stalkers in this shop. That said, Fontaine encourages the staff to "have a moment with each customer", meaning you can take in the enormous collection at leisure and, when ready, the French and Chinese salesgirls are on hand to offer suggestions and help you play around with your look like girlfriends on a shopping spree. Purchases are sprinkled with potpourri and Fontaine's signature scent, then boxed and tied with a silk ribbon. It's a beautiful way to shop.

Having established itself across Europe and the US, the company now looks to expand strategically within Asia. The first Anne Fontaine store in China opened near Xintiandi in 2004 as a wholly foreign-owned company, a designation that Fontaine says "is very important to us."

At that time there were few fashion brands in Xintiandi. "I first went to see Plaza 66 but didn't like it. When I came to Xintiandi I thought 'ahh, here's a place with soul.'" The gamble paid off and she scored a Corporate Avenue address. A Macau store will open later this year, followed by outlets in Beijing and Hangzhou."China has so much energy and contrast," says Fontaine. "I like to see the alleys full of washing and kids, and right next to that the futuristic skyscrapers. I like the black and white."

Elsewhere in the world, she has been working with another design great, architect Andr¨¦e Putman, on new flagship stores for Tokyo and Paris, as well as a concept store to be rolled out globally. Her Rue Saint Honor¨¦ flagship is also home to the first ever Anne Fontaine Spa, extending her idea of luxury and well-being. Putman's design plays with the contrast of urban and organic elements from volcanic lava and rich woods to an art installation involving 20 kilometers of gold chain. And in the center of this ethereal universe-a display of those white shirts.

Anne Fontaine
Location: Shop2, One Corporate Avenue-222 Hubin Lu, near Xintiandi, Metro Line 1 Huangpi Nan Lu Station
Tel: 021-63406211