American fashion designer of Chinese descent Phillip Lim has opened his first store in China in Beijing.

Located in Sanlitun Village, the store spans 2700 sqft over two levels and offers men’s and women’s ready-to-wear and accessories including footwear, belts, bags and sunglasses.

Phillip Lim has the potential to grow as his designs suit the Chinese market, says Alice Wong, executive director of ImagineX, Phillip Lim’s partner in China.

“Luxury consumers are fast evolving from status seeking and logo-loving to a more discreet expression of their own individual style,” said Wong.

“Phillip is leading a new generation of designers that cater to that individualistic approach. There is a true spirit behind the brand. His clothes represent a certain attitude that is not dependent on trend. This really is something new for the market.”

Phillip Lim will open his second Chinese store in Beijing’s Kerry Centre.