By Michelle Zhang (Shanghai Daily)
Updated: 2007-04-05 13:54

Orange is vibrant. Xintiandi turned orange when Hugo Boss opened its first Boss Orange store in China at the high-energy tourist zone in Shanghai.

The 260-square-meter store, which opened a week ago, is the world's fourth Boss Orange store since the German fashion group opened its first Orange concept store in Berlin a year ago. It is also present in Philadelphia and London.

Evolved from the Boss Sport line, the Orange collection offers casual, stylish fashion for men and women, compared with the Green collection that offers functional sportswear.

The two-story Shanghai store is an inviting shopping environment, offering menswear, womenswear and accessories. The interior design blends luxury and rustic. Terra cotta warriors add a Chinese style.

Models displayed the spring and summer clothes at a California beach-inspired show outside the store.

"This season, we look to the West Coast of America," says Andrea Cannelloni, creative director for the Boss Orange. "The beach, coast and urban landscape of California inspired me to blend couture chic with dress-down cool."

There is a hint of the 1950s but with a modern twist. The women's line matches the men's with short little blazers. Pretty and flattering waistcoats are highlighted by a delicate leaf print. There are pretty dresses and skirts galore.

The recommended looks for men will be a checked blouson worn over a pastel shirt featuring the brand's "unplugged" print, partnered with a slim pair of "turnip" jeans.

Alternatively, try a shirt topped by a blazer, combined with blue jeans or white leisure pants.

Apparently, men are getting tired of suits and ties and longing for something different, more causal and affordable.

Corneliani, makers of fine Italian suits, sensed the trend and introduced the Corneliani ID collection created with attention to sport and leisure.

The Italian clothing manufacturer, known for its innovative fabrics and cuts, launched a new shop at the Hongqiao Friendship Store, in which both the classic Corneliani line and the ID collection are presented.

The palette of the ID collection this season is comprised of all kinds of pale shades, such as milk white, ivory and pearl, to convey a sophisticated elegant feel.

The identity Jacket III, a variant of the brand's successful versatile jacket, replaces patch pockets with oblique flap pockets to outline a tall, trim figure. The polo shirts are made of finest cotton and an inside pocket has been designed for credit cards.

The ID collection also offers a series of beachwear, including Bermudas, bathing trunks and beach towels in different shades of white and blue.

The brand also plans to launch its prestigious made-to-measure service in China soon. Italian craftsmen will fly to China to measure customers on a regular basis. Tailored suits will all be cut and sewn in Mantova, Italy.

Boss Orange store
Location: Lane 123, Xingyelu
Tel: 021-63860226