Phillip Lim, a fashion designer born in Thailand to Chinese parents and raised in California, is now returning to his roots and plans a major push for his label 3.1 Phillip Lim.

“I really feel like I am going back to my roots. It’s a really exciting time in China. They have a really strong appetite for what we are doing,” said Lim.

Lim will open 15 new stores in China, capitalising on booming Chinese luxury spenders. 3.1 Phillip Lim has been in China since opening a shop-in shop in the Lane Crawford department store in Beijing in 2010. Last year, full-scale boutiques were also opened in Hong Kong and Singapore.

Recently, Lim opened an 825 sqft shop-in-shop at Saks Fifth Avenue in New York, highlighting Lim’s Spring 2012 pastel-heavy collection which debuted on the runway last September. He also launched an e-commerce site.

3.1 Phillip Lim embodies elegance and personal style with its designer clothing, footwear and accessories. Today the brand is available in more than 400 boutiques and department stores across 50 countries with flagship stores in Singapore, Hong Kong, Tokyo, Seoul, Los Angeles and New York.

GB