Comme Moi

Comme Moi was founded in 2013 in Shanghai by Chinese fashion editor and former model Lyu Yan (吕燕) as a contemporary luxury womenswear brand specifically focused on what Lyu described as 'a deliberately-Chinese contemporary-luxury vocabulary anchored to her own years of editorial experience at Vogue China and the broader Chinese-luxury-fashion-media ecosystem.' The brand has been one of the defining post-2013 Chinese-anchored contemporary-luxury-womenswear brands. The Comme Moi vocabulary settled around several recurring elements: deconstructed Italian-mill wool tailored separates with deliberately-Chinese-cultural-reference proportional construction, hand-printed silk and cotton dresses with traditional Chinese-and-East-Asian textile-pattern references, the brand's iconic Comme Moi handbag programme (a defining 2018-era Chinese-luxury handbag-category product line), deliberately-architectural cotton-and-linen tailored separates, and a colour palette anchored to washed-cream, oxblood, ecru, washed-charcoal, soft-pink, plus the brand's recurring use of saturated red, traditional-Chinese-aesthetic colours, and the iconic East-Asian-luxury-aesthetic combinations. The brand has presented at Shanghai Fashion Week each season since 2014. The brand is independent and held by Lyu plus institutional Chinese-luxury investors. Comme Moi operates flagship retail in Shanghai (the brand's home flagship), Beijing (Sanlitun), Chengdu, plus international wholesale through SSENSE, MATCHES, Net-a-Porter, Lane Crawford, Boontheshop, the Webster, and a curated set of contemporary-luxury-womenswear specialty retailers globally. The brand has been one of the defining post-2013 Chinese-anchored contemporary-luxury-womenswear brands.