Shawna Tao, fashion entrepreneur: “Clothes connect body and soul”

This October evening, the small world of fashion has a meeting at Icicle, the flagship of the brand, a 500 square meter boutique located at 35 avenue Georges V in Paris. In this mansion remodeled by Belgian architect Bernard Dubois, Sarah Andelman, co-founder of the concept store Colette (closed in 2017), is hosting a cocktail party for the launch of her new book in her collection, Just an Idea. ». A book dedicated to Australian florist and PhD Lisa Cooper, who creates both poetic and Instagram compositions.

The reception also kicks off an exhibition of the artist’s photographs organized in a cultural space on the third floor of the boutique, first opened by Icicle in the capital in 2019. Comprised of a library of over 500 works dedicated to Western and Chinese cultures, the brand was founded in 1997 in Shanghai. Between collections signed by the poet Lao Shu, the architect Wang Shu or the calligrapher Ji Dahai, guests discuss drinks.

The space regularly hosts conferences: in the spring, the philosopher Francois Julien came to speak at the signing of his last two books. Moses or China and immeasurable (Observatory). There are also meetings with artists (such as ceramicists Bian Xiaodong, Tong Xindi, Xin Yaoyao, etc.). Aikle realized that you have to flirt with the world of culture to make a name for yourself in the world of fashion. Selling clothes is not enough anymore…

Patience and humility

The strategy seems to be working: little by little, the brand is digging its hole. In three years, Icicle signed collaborations with other labels such as Veja, became a partner of the international festival of fashion, photography and accessories in Hyères, bought the ready-to-wear brand Carven (during the creation of the Franco-Chinese group. ICCF) and opened a second address in the capital, rue du Faubourg-Saint-Honoré. In China, where its reputation is more established, it has 270 stores in 70 cities. “slowly but surely” That’s the motto of co-founder Shauna Tao, who lives between Paris and Shanghai.

“In Eastern philosophy, comfort means feeling in harmony with nature and others. It’s about finding inner peace. » Shauna Tao

On this October afternoon, he received us in his Paris office, serious and focused, wrapped in a black silk coat, stained with mud. In 2012, Icicle created a design studio in Paris, where 45 people now work. Now it is directed by the French artistic director Bénédicte Laloux. In this way, collections are created between France and China. “You know, three years ago we opened our first store in Paris, but we spent almost seven years here observing without marketing anything. We have accumulated knowledge in terms of creation, know-how and created a talent pool. “ advance Shauna Tao, who points to the raging race for instant success. Among the high-end Chinese fashion brands that have wanted to conquer Paris, few have succeeded: Shanghai Tang has closed its Paris boutique and Shan Xia (once owned by Hermès) is struggling to take off in Europe.