Lu Lu Cheung (Hong Kong)

I wish I could say the Audi R8 was mine... but needless to say it got a lot more attention than the store windows.

Hong Kong might be a shopper's paradise but its love for all things Western (and Japanese) can be a little frustrating. Aside from the numerous luxury flagships, you will of course find many homegrown lower-end brands, but trying to track down something by a local designer is another story. While foreign labels are popular, because they are seen as prestigious and 'better', those designers who grew up in the city or just completed a fashion degree there will have a much tougher time hitting it big in Asia. Vivienne Tam, one of HK's biggest designers, only found success in her home town after moving to NYC and presenting her collections there. Thankfully the trend for all things 'local' has started to emerge, with various showcases and exhibitions launched in previous years to support creative talent from the area.

Selection from the FW09 lookbook (images: Lu Lu Cheung).

Lu Lu Cheung was a designer, lucky enough to have gained recognition and a thriving career in the industry early on. A former graduate of the Hong Kong Fashion Design college, she started out as a buyer and designer in her uncle's clothing store between 1974-1982, before founding her own company: the Rolls Group Ltd. Her brand 'Terra Rosalis' followed six years later, but it was her own signature label 'Lu Lu Cheung', launched in 1996, that received the most critical acclaim. She has since won several awards, showed at Tokyo, Sydney, Singapore and Hong Kong Fashion Weeks and started exporting her collections to various renowned stockists around the world. She is also lucky enough to have two very prominent flagships in HK's Central district: one in the glitzy Landmark shopping center and another newly opened store in the hip Soho area - one of the few standalone boutiques to have its own storefront overlooking a busy street.

More from the FW09 lookbook (images: Lu Lu Cheung).

Unlike Vivienne Tam, who generally chooses to go with an East meets West theme, Cheung's designs are much more low key and neutral, i.e. they're something the French would probably go crazy for. To quote her directly: "I want my designs to conjure a buoyant feminine beauty but I also want to have down-to-earth practicality". She goes on to state that the contrast of a soft yet strong woman is key. Her inspiration is usually derived from nature's colors, textures and forms with a preference for natural fibres such as silk, cotton, wool or cashmere. The store design follows this simple yet modern aesthetic, with white-washed brick walls, pale rustic furniture and other charming elements such as Roman-inspired pedestals used to display flowers. The cutest item was probably in the store window: a little red bird house stood next to the mannequins, with a few miniature pine trees nearby to help with the festive mood.

The cute bird house in the front window, surrounded by a mini winter foliage.

The circular racks towards the front displayed sales items in pale pinks, blacks and teal.

Once in-store I was immediately drawn to the draped pieces and the 'holey' scarf you can see in the first lookbook collage. Items ranged from sport chic basics, such as simple cardigans or silk blouses to more elegant outfits which included sparkly dresses, feathered berets or pleated skirts. The detailing was impeccable as seen on the rose applique tops and the beautifully tailored coats. The great thing is that you could pretty much integrate any element of clothing into your existing wardrobe without effort. The colors were generally muted, with soft pinks, grays and beige dominating the sales area (making them perfect for SS10) along with the usual black and navy.

More clothing on the other side of the room (left) while a mannequin shows off a metallic skirt (right).

The large table with a lovely selection of knits and tops, surrounded by lookbook postcards.

The large table in the center displayed a selection of embellished tunics, embroidered blouses and knit sweaters, while photos from the current lookbook were strewn around to give a little fashion inspiration. I was greeted by two very eager SAs who later approached me several times offering their help or trying to show me a new arrival. This by the way is fairly typical for HK boutiques, with staff trying their best to get involved in the shopping process (a combination of wanting a commission and customer service training), so don't be surprised if loud shouts of 'hello welcome!' while you enter the store are followed by very attentive SAs hovering around you as you browse. None of that is bad, since the girls tend to be very friendly and are genuinely helpful.

Some of the shoes available and a view of the lower level.

Jewelry and more knitwear on the lower level.

My browsing ended up taking me towards the far end of the room, where I sighted a small collection of flat boots and other sensible footwear (almost too sensible if you ask me). Stairs leading down to a small area revealed a cash desk in quite a lovely setting - note the smoked glass skylight and beautiful lamps. Glass shelves towards the end showcased more knitwear, a few accessories such as elbow length gloves and a small selection of delicate gold jewelry.

The romantic looking area near the cash desk (left) and view of the store from the back (right).

The small rack in the corner displayed more beauties including the glamorous metallic gold pieces.

Heading back up, a small rack of clothes in a corner caught my eye. Filled with slightly more fancy gear, I found a few gold metallic jackets and tops, along with chic blazers and long black gowns. Pricing was in the mid-range, so you'll not be paying the outrageously large sums big-name designers ask for. And since sales were on, you were definitely getting your money's worth, considering the quality of the pieces. It's probably a store you're bound to stumble on if you're ever in HK. But if not, keep your eyes peeled for this label in your favorite department store or multi-brand boutique, since Lu Lu Cheung is constantly expanding her business and is already present in major cities around the world.

Lu Lu Cheung's capsule collection for the 'Knitwear Symphony' 2009 event during HK Fashion Week.

Address: 50 Wellington Street, Central, Hong Kong
Opening Hrs: Mon-Sun: 10:30-20:00
Lu Lu Cheung Homepage