MILAN — Chinese fashion group VGrass Fashion Co. Ltd. is eyeing Western markets.
To reach its goal, the Nanjing-based group, which is listed on the Shanghai Stock Exchange and has a turnover of $300 million, has established VGrass Italy Srl, which operates the VGrass Studio label.
“VGrass Studio represents the group’s international growth strategy and the mission to expand our horizons on a global level. We felt that Italy was the perfect stage to make a first, relevant step toward the definition of a high-end product marked by sophisticated style and flawless quality,” said VGrass Studio chief executive officer Su Zehua. “This project has a ‘dual soul’ in which the best of China’s resources and talents combine with the best in international creativity to shape something unseen and unexpected, made of boundless inspiration and mixed codes. Our philosophy is ‘stay humble, have style, respect other cultures and always be curious and open-minded.’ VGrass Studio blends all these messages in a fresh international brand that elevates the Chinese sense of beauty through the unique vision and expertise of Made in Italy.”
A look from VGrass Studio Spring 2019 collection.
Dario Catellani
Positioned in the more affordable segment of the luxury market, VGrass Studio, which is making
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