This story originally appeared on i-D China.
At the forefront of the Chinese fashion scene, SND (aka Super Normal Department) is more than just a concept store. As well as stocking the best local and international designers – the likes of Peter Do, Prototypes and Marine Serre – they’re also a much-valued platform for young artists. A full decade since they opened their first retail spot in Chongqing, SND’s now 12 locations across China showcase talent via a monthly rotation of installations and in-store events. Works shown this year alone include a long and winding queue of lifesize characters by Paris-based Thai artist Pztoday; a collection of metal designs by Chinese sculptor Nielisha; and plastic bottle fountains made by the creative studio MHPD – and that’s just in Shanghai.
With collaboration now an integral part of the SND DNA, their long-term pop-up within the Gentle Monster space at Shanghai’s HAUS department store is a brilliant collision of ideas that manifests in something even further beyond conventional retail. With imposing interiors designed by 2297, it’s here that their flagship is relocating to in the coming month. Eager to meet the people who bring the brand to life each day, i-D visited SND@HAUS to capture the store staff and quiz them on all things fashion.
Tiantian, assistant manager
Tell us about your look today.
The jacket I’m wearing today is from Magliano, with Y/Project’s classic twist pants. In order to make the whole look interesting, I paired it with Jordanluca boots and a bandana around my waist in the style of western cowboys.
How would you describe your style?
I don’t just have one fixed style, I choose my outfits according to my mentality and appearance at the time.
What’s on your wish list from the store?
Everything by Martine Rose.
Who is your style icon?
Harry Styles.
Xiaolv, sales advisor
Tell us about your look today.
The top is a Marine Serre sweater, layered with a soft black one-piece from Y/Project. The sweatpants are Y/Project too, which balances out the top and bottom of the look a bit.
How would you describe your style?
I like to try a lot of different styles out but typically prefer neutral, comfortable and practical outfits.
What’s your favourite brand stocked at SND?
Jean Paul Gaultier and Hyein Seo.
Who is your style icon?
People from old Japanese street style magazines! I love their casual, colourful mood.
Jinjin, assistant manager
Tell us about your look today.
I mixed things up today with a Helmut Lang top, Perverze vest and Jean Paul Gaultier jeans. It’s quite a nostalgic look.
How would you describe your style?
Simple and relaxed.
What’s on your wish list from the store?
Kiko Kostadinov’s short boots for this fall and winter.
Who is your style icon?
I don’t have a specific icon. I’m more impressed by pure, straightforward and spiritual people.
Yangyang, sales advisor
Tell us about your look today.
The jacket is from the store’s new Undercover autumn and winter product selection, the scarf is from Number (N)ine AW04, the pants are a pair of patch corduroy pants from Pledge, the shoes are Adidas Superstars, and the silk scarf hanging from my waist is also from Number (N)ine.
How would you describe your style?
Japanese, street, rock.
What’s your favourite brand in the store?
Undercover.
Who is your style idol?
My favourite stylist is Noguchi Tsuyoshi. There are a lot of musicians who inspire me too, like Kurt Cobain and Axl Rose.
Xiaoque, sales advisor
Tell us about your look today.
The top is XLIM and the pants are R13. The overall style is pretty casual.
How would you describe your style?
I don’t follow trends.
What’s on your wish list from the store?
Lemaire croissant bag.
Who is your style idol?
Daniel Simmons.
Kira, assistant manager
Tell me about your look today.
Today I am wearing a style from the LU’U DAN AW23 collection. It’s giving Japan’s bosozoku speedsters from the 1970s.
What’s your favourite brand in the store?
LU’ U DAN.
What’s on your wish list from the store?
A pair of the Y/Project AW23 boots. They’re very fun because you can create the curl and shape you want – it’s completely up to the wearer. I like them a lot.
Who is your style icon?
I don’t have a specific style icon, I just like casual 80s and 90s vintage looks.
Kris, sales advisor
Tell me about your look today.
I’m wearing the Y/Project AW23 twist pants and a boxy Martine Rose AW23 bomber jacket, paired with Gentle Monster sunglasses.
How would you describe your style?
Kris style! I just make it my own.
What’s your favourite brand that’s stocked in SND?
I don’t have a favourite. For me, the emphasis is on the design of the clothes themselves.
What’s on your wish list from the store?
A LU’U DAN AW23 motorcycle jacket.
Who is your style idol?
A$AP Rocky.
Bingbing, sales advisor
Tell me about your look today.
The denim jacket I’m wearing is Martine Rose and the pants are 032C.
How would you describe your style?
Working at SND, I’ve found a style that suits me and doesn’t follow the crowd; a neutral Japanese style, mainly comfortable and practical.
What’s your favourite brand that’s stocked at SND?
Jun Takahashi’s Undercover, 032C.
What’s on your wish list from the store?
The Magliano bum bag.
Who is your style icon?
Jun Takahashi.
Pupu, sales advisor
Tell me about your look today.
My top is by Sami Miro and the pants by Holzweiler. It’s quite hot girl style — tight on top and loose at the bottom with the low-waisted pant. A little sexy but keeping things casual.
What’s your favourite brand in the store?
Marine Serre.
What’s on your wish list from the store?
R13 boots.
Tianyuan, sales advisor
Tell us about your look today.
I used Dion Lee‘s vest as a base, paired with Jade Cropper’s hook and eye raw edge blazer, which combines simplicity with deconstructed asymmetry. With that, I’m wearing XIMONLEE’s black jeans and a Y/Project belt whose diamond buckle brightens the whole thing up. My shoes are Jordanluca pointed boots.
What’s on your wish list from the store?
The Diesel Chelsea boot – they work with so many pants, the diamonds on the toe look good in the sun, and they’re really comfortable on the feet.
Who is your style icon?
Zel – his look is lowkey but he styles outfits really well.
Vicky Jin, operations manager
Tell us about your look today.
Today I’m wearing a simple but powerful white shirt from NY brand Commission with a pair of rose-print trousers from the Zurich brand Prototypes Series 04. I paired the look with two accessories — a SWEETLIMEJUICE pendant necklace and the waki beaded necklace.
How would you describe your style?
Somewhere between Cozy Girl and Athflow — I’m a practical person but can’t help being romantic.
What’s your favourite brand that’s stocked in SND?
Maison Margiela!
What’s on your wish list from the store?
This season I want the Lemaire bandana bag the most.
Who is your style icon?
It used to be Bella Hadid and Kiko Mizuhara. Recently though, I’ve been paying special attention to Leandra Medine Cohen — the originator of multi-wear teaching.
Credits
Photography Freki