Mark Gong's eponymous label, known for its playful take on a flirtatious, celebrity-favored aesthetic, has opened its first stand-alone store at Shanghai's Iapm shopping mall. The brand, launched in 2019, has dressed stars like Lisa of Blackpink, Rihanna, and Jennie - the latter helping push it into the global spotlight after wearing a dog-print T-shirt with pearl-trimmed neckline.
Working with local retailer and designer platform Labelhood on retail and merchandising, the store came together in just two months, highlighting the speed of China's retail market. Designed by runway set designer Jiao Zi, the space echoes the brand's fall 2026 runway show, featuring a purple dream-house theme with metallic accents and a door installation with striking mannequins.
The roughly 600-square-foot store carries the latest fall collection, with prices ranging from about 300 renminbi ($44) for a graphic tank top to 2,500 renminbi ($370) for denim trousers. A limited selection of runway looks is available made-to-order.
Founder Gong said the choice of Iapm came after comparing it with Plaza 66 and Jing An Kerry Centre. He noted Iapm attracts more browsing traffic, with a cinema, supermarket, and dining options nearby, and its spending level matches his target audience. He also observed a recent rise in international tourism at the mall. Located on the third floor, the store is among the first local labels at the luxury destination, which hosts Prada, Miu Miu, Balenciaga, and Burberry.
Gong acknowledged the brand gained mass recognition through a T-shirt worn by Jennie, but stressed the desire to move beyond that perception, having invested heavily in cocktail dresses, cardigans, and suiting. "We want to break away from the perception that we are a T-shirt brand," he said, adding that formalwear performance had been weaker than expected. The Iapm space, he said, offers a chance to branch out and experiment despite the broader economic environment.
Plans now include more frequent product drops and both market-facing and professional activations, including a post-runway showroom. Gong also hinted at ambitions for a larger space: "We definitely want the landlord to give us a bigger space; the pressure is on."
Originally reported by WWD