On 19 July, the Estée Lauder-owned American luxury fashion house Tom Ford opened its first-ever flagship store in China at China World Mall (国贸商城) in Beijing. The 433 sqm store sits across 2 floors in the mall.
It dons the brand’s signature grey colour with chrome and glass elements. Two sets of eveningwear for men and women, specially designed by (now former) creative director Peter Hawkings are displayed in the window. There is also a ladies’ salon area with seating for resting and styling consultations. It also stocks the brand’s whole line of items from garments and footwear to bags and accessories. It is the first time in China that Tom Ford has all item lines from womenswear available in store.
The brand was founded by designer Tom Ford in 2005, and he ran the brand until 2023 when it was sold to American beauty giant Estée Lauder. Peter Hawkings, who worked with Ford since 1998 in his Gucci days and was a founding member of the Tom Ford brand, took over the creative reigns. However, it was announced on 22 July that Hawkings was leaving the post, less than a year after taking over and having only just presented his first show last September. His successor is yet to be named.
Earlier this year, the Estée Lauder Companies group shared its plans in China, and will be focusing on Tom Ford and skincare brand La Mer. In Q2 2024, the group’s skincare brands’ revenue dropped 10% YoY. Therefore, it is banking on higher-end brands such as Tom Ford, La Mer and price hikes to maintain its profitability. With a new Tom Ford flagship in Beijing, it will be interesting to watch how one of the quintessential American fashion brands will grow under the new stewardship and creative vision of Hawkings’ successor.
