Dion Lee to reveal his brand’s new evolution in Shanghai

After conquering New York the Australian designer has Shanghai in his sights.

Australian fashion designer Dion Lee in his Shanghai studio ahead of his show in the city. Picture: James Bantone

Dion Lee is fitting models in his New York studio at the same time he’s talking to The Australian about showing for the first time at Shanghai Fashion Week on Saturday.

“It’s a change for us, I would say, in terms of, I’ve been showing in New York on the New York Fashion Week calendar for 10 years now,” the Australian fashion designer says as traffic sounds beep and honk down the line.

“I am excited and energised to explore a new environment and industry landscape with this show.“

Lee, who launched his label in 2009, recently opened his first bricks and mortar store in the United States, in Miami. He has been based in New York since 2016. He will open a New York boutique later this year.

Lee will stage the show at the The Shanghai World Financial Center which he says captures his dual loves of both nature and architecture, “up in the clouds, dreaming of the future.“

Previous Dion Lee shows have been held at the Sydney Opera House and the Frank Gehry designed IAC Building in New York City.

Lee, who earlier this year released a capsule collection for Lunar New Year, says he has been building a strong customer base in China. He has worked with retailers in China since the early days of his career.

“I’ve been building a customer there and really building the culture of the brand … [I’m] excited to be there myself.”

It has long been a dream, he says, to present a collection that “celebrates and speaks directly to the Chinese audience.”

“With our digital business established in China for a number of years, along with our official social channels, we have been building a community across the industries we value, in music and art,” he says.

Lee has partnered with fellow Australian brands UGG – creating an exaggerated version of the recognisable shearling boot for the show- and The Woolmark Company.

Shanghai Fashion Week runs for eight days, championing local talent alongside a handful of international brands. The program includes 2023 LVMH Prize finalist Louis Shengtao Chen and the event was opened by Shanghai brand Le Fame.

It represents an opportunity for brands to tap into the Chinese consumer, which as management consultancy Bain recently reported, is set to become the most important demographic segment in the global personal luxury goods market, making up to 35 to 40 per cent of the total market by 2030.

As for what to expect from Lee’s Shanghai show?

“The collection further explores the ongoing character of the brand, a tension between strength and sensuality,” says Lee.