Trendy International Group, 10 Corso Como make a perfect fit

Items covering every aspect of today's lifestyle, such as fashion, design, publishing, music and cuisine are incorporated into the visual signatures of the brand.

At the center of 10 Corso Como is an on-going commitment to creativity and exploration. Each brand outlet features a "Galleria", a space used for exhibitions devoted to art, photography, design and architecture.

Here visitors are treated to two decades of the world's best-known, cutting-edge photographers, artists, architects and designers seen through Sozzani's fashion-conscious editorial eye.

For this inaugural show in Shanghai on Sept 13, the Galleria Carla Sozzani presented works from more than 20 internationally renowned artists.

It included works that have never been seen before by generation-defining artists and photographers, such as Helmut Newton, Annie Leibovitz, Bruce Weber, Bert Stern, Sarah Moon, Paolo Roversi and David Bailey.

Some of the most iconic names in fashion have also hosted exhibitions at 10 Corso Como, including Pierre Cardin, Courrges, Paco Rabanne, Zandra Rhodes and Martin Margiela.

The 10 Corso Como bookshop offers a wide selection of new and classic publications on art, architecture, design, graphics and fashion, with a strong emphasis on photography. It's a place to linger and get lost in one of the best book selections around.

In addition, the 10 Corso Como brings the SPA concept to a Shanghai store, a first for local customers.

"Both Trendy International Group and 10 Corso Como achieve a perfect combination of business and art. This is in synergy with Trendy International Group's core value to bring new concept of retail experience to Chinese consumers and we all believe 10 Corso Como project will be a milestone toward further diversification of Trendy International Group and market," said Andre Chen, senior vice-president of Trendy International Group.

Trendy International Group

Trendy International Group was founded in 1999 by Jacky Xu, who served as chairman and CEO, and Coral Li, chief creative officer.

The group is an innovative fashion and lifestyle group that combines business and art seamlessly.

It has an unmatched reputation as a designer, distributor and retailer of China's favorite ladies brands - ochirly and Five Plus - as well as the leading men's fashion brand Trendiano and Love Ysabel by ochirly, which is targeted at the market for children's clothing.

Since 2011, the market leader has been implementing a strategy to diversify its development and has achieved remarkable accomplishments.

Acquiring the business of the Italian Sixty Group in Asia, the fashion company took over its business in 14 countries and regions in the Asia-Pacific region.

The same year, L Capital Asia invested $200 million to build a strategic partnership with Trendy International Group.

It was the largest investment in the past five years by L Capital Asia, the investment arm of LVMH, the world's largest luxury group.

"In Trendy International Group, we will advocate our consumer-driven core values and continue to offer consumers an 'authentic' retail experience," Chen said.

"This is how we provide a platform for a sophisticated lifestyle and lead in the fashion world."

The company values each and every brand in the group and invests enormous energy into cultivating them, Chen said.

"As for the 10 Corso Como team, we are also proud to have a team with an internationalized background. We gain confidence from combining multiple cultures and fashion elements."

The team working under the group on the 10 Corso Como project includes more than 40 employees coming from 10 different countries.

"Passion and innovation are the fundamentals that bring them together and is also our management and recruitment guiding principles," Chen said.

"From the chef to the mixologist, from merchandisers to sales - All the employees have to be passionate about their job, fashion, art, design and culture so they can deliver value to each consumer."

The diverse backgrounds of staff members and an emphasis on teamwork are also reflected in the unique work environment for the staff of Trendy International Group, which has a tradition of providing a fashionable, healthy and happy work environment for its staff.

The company headquarters use special designs to create not only lovable workplaces but also to cultivate an environment that is very inspirational for work and to open lines of communication.