Graceful Zhang Ziyi attends Dior show

Shanghai Tang A/W 2014 collection

To keep the range of products fresh is also important. Shanghai Tang will launch its own perfume in January. It is also aiming this year to bring in a wider range of womenswear so that it can provide clothes for every occasion.

As this year marks the 20th anniversary of Shanghai Tang, it will also be designing a lot of limited editions to mark the occasion, such as sunglasses. The brand's willingness to embrace new ideas is the secret behind its youth and energy. Even le Masne de Chermont is wearing the latest spring/summer collection.

He was in Shanghai in June for the Shanghai Film Festival. Shanghai Tang co-organized the American Film Night with the Motion Picture Association of America.

As the executive explains, one of the two main sources of inspiration of the brand in terms of fashion is Chinese modern art and Chinese cinema.

"Our flagship store in Hong Kong is dedicated to modern art and our flagship store in Shanghai is dedicated to cinema. We are called Shanghai Tang. Therefore Shanghai is a source of our inspiration in terms of history and creativity. We like to pass on the warm message from Shanghai, even though we are based in Hong Kong," he says.

To make the brand appealing to its target customers, who le Masne de Chermont describes as consumers between the ages of 30 and 45, Shanghai Tang has to choose the right designers for it.

In Hong Kong, Shanghai Tang has 15 designers who are not only able to design within the brand's DNA but also capable of fresh ideas and new creativity.

In selecting the right designer for the brand, le Masne de Chermont has clear ideas.

Above all else, he or she should be someone who does not plagiarize. It should be someone who understands Chinese culture, who has been fully exposed to the cliches of the culture and has an X-factor.

"What's missing in China, which will not take very long, is that people need to travel and see the beauty of the world. Then you will get inspired and then you can create," he says.