Belgian fashion designer Ann Demeulemeester has opened its first store in China, at Reel Mall in Shanghai.

Ann Demeulemeester is one of the ‘Antwerp Six’ designers in the fashion industry.

“China is going towards a more designer approach. We are really a designer brand, and we think the Chinese market is ready for that. This is a rising market, and it is important,” said creative director Sebastien Meunier.

Shanghai is Ann Demeulemeester’s fourth market in Asia after Hong Kong, Seoul and Tokyo.