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Jendes, de la gran pantalla de Taiwán a los armarios del mundo

El último salto del celuloide al armario viene de Asia. Aunque desconocida en Occidente, Hannah Quinlivan es una de las mayores celebridades de su país, Taiwán, donde ha protagonizado películas y series desde los 18 años. La actriz ha dado el salto al sector de la moda con Jendes, una firma de moda casual con la que ahora quiere llegar a todo el mundo.

La empresa acaba de lanzar su plataforma de ecommerce global, que realiza también envíos a España. Su estreno internacional coincide con la primera incursión en el extranjero de la actriz, que acaba de filmar una película en Hollywood.

La actriz, de 24 años, nació en Taipéi y es hija de un australiano y una taiwano-coreana. Jendes echó a andar el pasado verano, y su nombre es un híbrido de Jen, el nombre chino de Quinlivan, y la palabra design (diseño, en inglés).

Jendes está especializada en moda femenina y tiene una estética similar a la de firmas premium francesas como Maje o Claudie Pierlot, aunque con precios más accesibles, entre cincuenta dólares y 300 dólares por prenda.

La firma se suma a otras marcas chinas de moda femenina que han intentado hacerse un hueco (a menudo sin éxito) a escala global. En su caso, Jendes cuenta con la ventaja del acceso al gran escaparate de Hollywood, que podría servir a Quinlivan para dar a conocer la marca con más rapidez en Occidente.

En las últimas décadas, han sido varias las firmas de origen asiático de distribución de moda que han tratado de hacerse un hueco en el mercado europeo y americano si bien, salvando gigantes como Li Ning o Fast Retailing, pocas han logrado un alcance global.

Otros gigantes, como Shandong Ruyi, Fosun o Semir han apostado por las compras en Europa para dar el salto a la moda a escala global. Semir, por ejemplo, adquirió el pasado octubre el gigante de la moda infantil Kidiliz; Fosun controla Wolford y Lanvin, y Shandong Ruyi ha adquirido la francesa SMCP y las británicas Aquascutum y Taylor&Lodge.

En España, la última en intentarlo ha sido Lily, propiedad del gigante chino Shanghai Silk y especializada en moda femenina premium. La empresa ha puesto en marcha su primera tienda europea en Barcelona, desde donde contempla expandirse por el resto del continente. 

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