Two models display Next's new line at a recent fashion show. The UK's leading high-street fashion brand is bringing to China Lipsy, a women's young fashion brand loved by celebrities such as Lindsay Lohan and Paris Hilton.

Seeing the success of H&M and Zara in China, more fast-fashion brands are coming to the country to share in this lucrative market.

Orsay, Germany's first fast-fashion company founded in 1975, opened its first store in Shanghai earlier this year. It organized a media preview of its "romantic, retro and refined" autumn/winter 2009 collection on Wednesday.

Models presented clothes in three categories: City, Casual and Party. With a focus on the mix of feminine and masculine elements, the new collection is said to be inspired by the nostalgic 1970s influences and memories from the 1930s and 1940s.

Playing an important role are glamorous shiny elements and flirtatious transparency, to which faux fur and leather add a touch of nature and down-to-earthness.

Colorful floral patterns and checks add variety to the palette of dark hues that includes gray, black and violet.

Key items include embroidered and brightly printed dresses and tunics, military uniform-inspired jackets and long, wide-leg pants, available in both denim and wool.

"Individuality, femininity and budget are our focus," says Anne Sim-Fery, sales and marketing manager of Orsay China. "We want all women to be able to afford to individually express their femininity in their outfits."

Meanwhile, UK's leading high-street fashion brand Next is bringing to China Lipsy, a women's young fashion brand loved by celebrities such as Lindsay Lohan and Paris Hilton. Next acquired Lipsy last year in a bid to attract younger shoppers.

Targeting those aged between 16 and 30, the London brand introduces to Shanghai's young women a glamorous, sexy and celebrity style.

A capsule collection is currently available at the Next store in Pudong's Super Brand Mall, featuring exotic tropical prints and hot, bright colors. Sexy bare shoulders and body con dresses are key pieces that will easily make the wearer stand out at night.

According to Michael Simpson, retail consultant of Next China, Next will open up to five more stores in the country by the end of this year. The first of them will be launched in Suzhou in Jiangsu Province next month.

The brand has recently introduced to the Shanghai store a wider range of products, including the popular Party line.

Another international fashion chain C&A relaunches its flagship store on Huaihai Road M. today. The newly renovated three-story store has a new focus on children's wear, selling more products under its Baby Club and Palomino lines for kids.

More accessories for young women will be added to the product range as well.

(Shanghai Daily August 28, 2009)