
Guillaume Thys, Belgian fashion designer produces a fresh collection entirely out of Hong Kong

Chine Collection, a chic fashion brand widely-recognised on Belgian catwalks, is a creation that is solely designed and produced in Hong Kong.

This is perhaps one of the lesser-known facts amongst Europe's fashion connoisseurs, according to designer Guillaume Thys who has over 30 years experience designing contemporary women's wear for the European market.

"When I first came to Hong Kong for a fashion fair, I discovered a lot more business potential. I finally set up my own company here in 1996," said Mr Thys.

Today, he oversees the creation of a fresh collection every six months for the Chine Collection brand which sells throughout Belgium, Paris, Dubai, Tokyo and London.

Hong Kong - crucial to global production and distribution process


One of the many trendy outfits from Chine Collection's 2005 spring-summer season

While the garments are manufactured in over 60 factories all over China, the Hong Kong office is crucial to the production process. Every six months a team of Hong Kong designers led by Mr Thys create a fresh set of designs for the summer and winter collections. The result is more than 250 styles in over 60 different fabrics.

The Hong Kong office also co-ordinates the sourcing of suitable factories for the various materials used, oversees the quality control of the production process, and the logistics of distribution overseas.

"Hong Kong is the most advantageous small city for us to have an office," explained Mr Thys. "It's easy to go places from here, there are a lot of airlines, foreign banks and fabric agents, so it's convenient for us to have a base here."

"From Hong Kong, it's easy to go to exhibitions on the mainland - in one day, you can take a train to Canton, and be back here on the same day. There are also excellent communications and courier services. We can send something from Hong Kong, and it arrives anywhere in the mainland on the next day. The fiscal system is also very advantageous - the taxes are very reasonable."

"Hong Kong also provides a great social and cultural life. I live near the countryside, so I can still keep up a quality of life, which may not be so easy to find in other big cities like New York, Paris or London."

"In Hong Kong, it's half an hour to the countryside, half an hour to the seaside, and ten minutes later, you're on a small island. So it's wonderful on the weekends. There are also a lot of good restaurants here, and it's a safe city."

"We plan to expand a lot more here in Hong Kong. We have purchased two floors of office space, which we will renovate, and turn into a trendy showroom in the next six months," he explained.

Belgian companies interested in Hong Kong as a place for business can find out more at a seminar to be held on 4 March 2005, at the Crown Plaza Hotel, Antwerp. More details are available from TDC's Amsterdam office at amsterdam.office@tdc.org.hk

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