The group EP Yaying, which aims to offer contemporary international fashion styles with exquisite Chinese cultural identity for the modern woman, has opened its flagship U.S. store at the Avenue at American Dream.
EP Yaying, which has been renowned in China since the brand’s foundation in 1988, is eager to increase the popularity of the Chinese culture-inspired fashion, believing it will resonate with foreign consumers.
The brand said it explores design through blending tradition and modernity to achieve a high level of art, creativity and craftsmanship. Working with silks, traditional tailoring & embroidery, the brand aspires to lead and represent China’s fashion, sharing with consumers from all over the world exquisite contemporary aesthetics and defining an elegant, confident and contemporary woman’s image.
Officials said the flagship store will be an immersive experience created by acclaimed architect Franklin Azzi, who has previously worked with the brand on its various stores in China. Franklin worked together with the brand on the store’s architecture as well as furniture, to create a well-rounded, storytelling space.
The Avenue at American Dream is an upscale retail experience that boasts well-established brands such as Saks Fifth Avenue, Hermès, Saint Laurent, Tiffany & Co., Dolce&Gabbana, Alexander Wang and more.