Pump up the Volume: Shanghai Accessory Brands Rock Out

The rock chic trend has hit fall 2011 so hard that even traditionally staid brands, such as Burberry, are putting their best leather-clad foot forward in thigh-high stiletto boots. A couple of home-grown Shanghai brands will be doing their best to make sure you rock the metal-studded trend this season.

PBC – that's Paraguay-born Chinese – leather goods designer, Tali Wu, 31, grew up listening to 80s heavy metal masters such as Motley Crue and Guns 'n' Roses, so it's no surprise that his brand, Flying Scissors, features plenty of hardcore hardware. According to Wu, who launched Flying Scissors in 2008, the name for the brand is even rooted in rock 'n' roll. After seeing legendary Beijing band Brain Failure live in New York, he was moved to describe the performance as akin to “scissors slashing away at floating fabric through the air”, a phrase which would inspire the Flying Scissors moniker.

Men and women are both catered to in the futuristic Flying Scissors boutique neighbouring Shanghai's Xintiandi district, with Wu's range of leather accessories proving popular with a younger, hipper crowd who are more interested in expressing themselves through fashion than displaying prominent international labels.

“I think we get customers who want something new, something that not all their friends have,” Wu says. “They like the style and they know that no one is going to have it, and they pay for that.”

With prices averaging RMB 2,000-3,000 for larger pieces, Flying Scissors is out to prove that a growing segment of young local fashionistas are embracing high quality, independent Chinese design. Although Shanghai may not seem at first glance to have an overtly rock 'n' roll vibe, Wu says his rock branding, studs and spikes are more quintessentially Shanghai than the dragon and lotus flower chinoiserie afflicting international brands trying to win over wealthy Chinese consumers.

“Flying Scissors' brand story is all about a very optimistic era of China, when people were looking at how to make things better and express themselves and aim for a better Chinese level of design and luxury. Hopefully Flying Scissors has some Shanghainese feel, but in its own way,” Wu adds with a smile.

Another brand bringing the heavy metals when it comes to Shanghai fashion is Josie Chen, the brainchild of UK-born designer Joanne Swift. First launched in 2009, the brand has garnered attention for its heavy chains, dark colours and a powerful, sexy-tough vibe – ‘nice’ girls need not apply; an attitude is required to carry off Josie Chen's industrial-chic designs.

“It's very rock 'n' roll. So it's very heavy, it's all metals, blacks,” Swift explains. “The Shanghainese are looking for something new, they're moving so much quicker than anybody else is.”

As well as recently releasing a new 'Cleopatra' range for Josie Chen (priced around RMB 465 for necklace and earring sets), Swift has also been working on a luxe range called JC by Josie Chen (priced from RMB 600 for earrings and more than RMB 1,000 for necklaces), these bespoke baubles maintain the brand's edge, while incorporating some luxe materials, such as Swarowski crystals. Shanghai's hardcore fashion lovers will be able to buy them this month through www.wooha.com.

Flying Scissors, 349-1 Zizhong Lu, near Madang Lu. Tel: 3331 5930. Web: www.flyingscissors.cn

Josie Chen, 6F, Shanghai Mart, 2299 Yan'an Xi Lu, near Loushanguan Lu. Tel: 6236 0366. Web: www.josiechenrange.com