Atelier: Isabelle Pascal

Upon the advice of a feng shui master, Isabelle Pascal moved from France to China in 2007. She immediately immersed herself in redesigning a traditional Chinese garden into a unique retail space for cutting-edge fashion and art. Now three years later, Wuhao has blossomed into one of our favorite local boutiques. We spoke with Pascal about moneyed Chinese clientele and the advantages of working with young designers.

What’s the concept behind Wuhao?
I wanted Wuhao to be a place that people could discover. When you push open the nondescript door, you enter a new world. It’s not what you’d expect from the outside.

Why did you choose a location that is so hard to find?
I wanted to go somewhere where there weren’t already a lot of people, to be the first. Anyway, I think people like the game of finding Wuhao. At first people said to me, “Are you crazy? People won’t want to come all the way here and see you!” But of course they come. Even the rich Chinese with their high heels – they just park the car in front and it’s no problem.

Describe Wuhao’s typical shopper.
In the last few months our clientele has shifted from more foreigners to more Chinese. We have every type of client, from students to VIPs. They tend to be more creative people like architects, graphic designers, movie stars, but also some corporates.

You first visited China in 2002. What attracted you back then that still exists now?
The energy of Beijing is what first drew me. I think it’s exciting to live in a city that is blooming before our eyes.

Why support designers from China?
Because they are fresh, they are new, and they have a story to tell. I am working with them at a Stradivarius S/S 2012 Floral blouse. RMB 299. Denim shorts. RMB 199 time when they are rethinking what it means to be Chinese. They are mostly very young, around 20 to 25 years old, so they offer a unique perspective. I’m learning a lot from them.

How do Chinese and French designers compare?
At the moment they have fresher ideas, but must learn to be more professional. They are great at drawing and imagining new products, but must improve in terms of production. Still, they are very enthusiastic, which often compensates for their lack of experience. What I tell them all the time is, “I don’t want you to be a good Chinese designer. I want you to be a good designer.” I think that it’s very important that they can compete on an international level.

How do you find talented designers to work with?
We travel, network and attend fashion school graduations. The hunt – this is what I love. Scouting out new talent and giving opportunities to the people who deserve it.

Wuhao adapts its theme and wares seasonally. Visit this month to see the debut of its Spring 2012 set.

Click here to see the May issue of the Beijinger in full.

Photo: Sui