Exception de Mixmind
Mixmind Art & Design Co., Ltd. · China
Exception de Mixmind is a Chinese designer ready-to-wear label founded in 1996 and run by Guangzhou-based Mixmind Art & Design Co., Ltd. It is often described as one of China's first successful domestic luxury fashion brands. The sister haute couture line Wuyong, founded in 2006, has shown in Paris.
| Founded | 1996 |
|---|---|
| Founders | Mao Jihong and Ma Ke (as credited in sources) |
| Operator | Mixmind Art & Design Co., Ltd. |
| Headquarters | Guangzhou, China |
| Segment | Luxury and designer houses |
| Sister label | Wuyong (haute couture, founded 2006) |
What is Exception de Mixmind?
Exception de Mixmind is a Chinese designer fashion label operated by Mixmind Art & Design Co., Ltd., a company based in Guangzhou. Published profiles describe it as a ready-to-wear line sold in China and as the country's first and most successful domestic luxury clothing brand. Sources name designer Ma Ke and Mixmind president Mao Jihong in connection with its founding and direction, and attribute different roles to each, so this profile names both.
History
The label dates from 1996 and was Ma Ke's first clothing brand. In 2005 Mao Jihong began promoting a concept of "new luxury", prompted by his observation that Chinese consumers were favouring expensive logo-driven brands over quality products. The concept stresses ecological and humanistic values, together with the texture and quality of materials.
A second label, Wuyong, was founded in 2006 as a haute couture line using traditional techniques such as spinning, weaving, dyeing and sewing. Wuyong showed at Paris Fashion Week in February 2007, became a guest member of the Chambre Syndicale de la Haute Couture in May 2008 and presented a couture show in Paris on 3 July 2008.
Products and positioning
Exception focuses on womenswear made from locally sourced cotton, silk, linen and wool, and also sells accessories. It presents collections at shows in China each season. According to one account, the company was offered the chance to open a flagship store in Paris but chose to build the brand in the Chinese market first, and it established a luxury audience at home rather than starting abroad.
Business model and distribution
The brand sells through its own shops in China, with a strong retail presence in Shanghai, Beijing and Guangzhou. Public sources do not give a current store count or financial figures, so none are stated here.
Why it matters
Exception de Mixmind is a frequently cited example of a Chinese fashion house that built a domestic luxury following on local culture, natural materials and a home-market-first strategy. It is also noted as facing growing competition in China from international luxury brands.
Frequently asked questions
Who owns Exception de Mixmind?
The brand is operated by Mixmind Art & Design Co., Ltd., a Guangzhou-based company whose president is named as Mao Jihong. Public sources reviewed do not describe any external parent group.
Where is Exception de Mixmind from?
Exception de Mixmind is a Chinese label based in Guangzhou. It sells mainly in China through its own shops, while its sister couture line Wuyong has shown in Paris.