La Vie is a Shanghai local fashion brand, pursuing a style combining minimalism with traditional Chinese elements. Ji Cheng, the founder and designer of La Vie, started the brand in 2002, and now it has become one the most successful local fashion labels.

Ji Cheng used to major in Economics in university, but later she found that her passion was actually lied in fashion. She terminated her course immediately and went to Italy to study fashion design. After graduation, Ji Cheng worked in Basic Krizia and Missoni Sports Hong Kong and later took up the position of art director of an Italian women’s wear label D’A. These overseas experiences are really helpful for the development of her business later.

Ji Cheng set up her own label in 2002. Since its opening, La Vie has been publishing 10 collections, which were all inspired by traditional Chinese culture including ancient poems, Peking Opera masks, traditional kites, terracotta warriors, etc. Ji Cheng is very proud of the stories embedded in her designs—fringe represents beard in Peking Opera; kites for the relationship between parents and children; phoenix and mooncake patterns on the dresses…Imagination will never fade for the Chinese culture being so deep and rich.

Up to now, there are 4 stores of La Vie opened in Shanghai including the flagship store in the creative center of Shanghai Tianzifang and another in the new luxury landmark 18 on the Bund. Apart from the ready-to-wear business, La Vie has set up a studio in LOFT Shanghai and provides personal tailoring service for dresses, wedding gowns, and even men’s wear. Recently, La Vie’s 2010 S/S collection ” the Wedding” was selected as the opening show of Shanghai Fashion Week 2009. The modern and Chinese design, international vision and multiple service lead La Vie to a path of stable brand development.

Website: www.lavie.com.cn