Shop is a regular series were we profile unique brands and their creative wears.
Women’s clothing brand Rimless’ first brick-and-mortar store sits in a Panyu villa. It’s not quite high street, with most neighbors being families, but it seems to fit lead designer Edie Zhuang just fine.
She approaches us from across the first-floor showroom with a confident smile, a tape measure swinging side to side from around her neck. Like most independent labels in China, Guangzhou-based Rimless first built up a fan base through Taobao. Moving from a virtual shop to a real-world space is the sign of a brand on the rise.
“It’s always difficult for our customers when they buy stuff online. They can’t try on the dress to see if it suits them,” Zhuang says. “Here, they can sit down with us, talk about their feelings and give suggestions.”
Though Zhuang is a woman of few words, her voice is clear in her reimagining of classic dress designs. Rimless’ autumn and winter series, ‘Ten Night Dreams,’ takes hints from semi-formal wear from the 1960s, with an elegant chic that has moved the company from computer screen to show room in just three years.
"Belle De Jour" Deep Green Sweater RMB336; "Belle De Jour" Deep Green Skirt RMB292; Vintage Fur Bag, RMB625
"Belle De Jour" Silk Top, RMB469
Velvet Jacket, RMB486
"Belle De Jour" Deep Green Coat RMB568; Velvet Underwear Set, RMB199
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