LONDON — Tina Jiang, founder of the Guangzhou-based fashion label Mithridate, is ready for a drastic change as the brand on Tuesday revealed ambitious plans to rebrand, beginning with tapping British designer Daniel Fletcher as creative director.
In an exclusive interview with WWD, Jiang said Mithridate will become more global, and wearable.
“Through Fletcher’s creative leadership, we hope to combine the essence of British culture with the depth of Chinese craftsmanship to create pieces that are both visually striking and able to fulfill everyday needs. I hope our fusion of East and West is not only innovative but also confident and inclusive,” Jiang said.
Kicking off this latest chapter, the brand unveiled a new logo centered around the M insignia and appointed Alexa Chung, who is of Chinese descent, a brand ambassador.
Meanwhile, a product structure that focuses on longevity and practicality is being launched.
“We want to ensure that every product stands the test of time. Our goal is to create classic pieces that consumers will cherish 10 years from now. Fletcher’s focus on natural, sustainable fabrics is a perfect fit with the brand’s philosophy of ‘less is more,’” Jiang said.
On the supply chain side, Jiang said the brand is undergoing a deep optimization process to support the elevated design standards.
“This is not only to improve efficiency but also to break the traditional international image of Made in China. We are partnering with the world’s leading eco-fabric suppliers while tapping into local artisans to create quality products,” she added.
The brand is looking to level up the retail experience, too. Together with its diffusion line Mithworld, the company currently operates more than 200 stores across China, with the majority of them located in top-tier cities.
“In China, we plan to turn our retail spaces into community-focused platforms, providing consumers with a place to shop and interact, and further deepening the emotional connection between the two,” she said.
Looking at global expansion, Jiang said she plans to open flagships in major cities like London. These spaces will display the latest products, and offer global consumers the chance to experience the brand’s East-meet-West culture.
Alexa Chung has been named a brand ambassador for the Guangzhou-based fashion label Mithridate.
Courtesy of Mithridate
Founded in 2018 and named after Mithridates VI, the ancient King of Pontus, the brand presented as part of the London Fashion Week official calendar last September for the first time. Before that, it hosted several off-schedule shows in London.
The brand’s previous creations lean toward the realm of fantasy, often a hodgepodge of worldly inspirations and expensive materials.
Fletcher said he is taking Mithridate in a more contemporary direction while retaining the craftsmanship and cultural depth that are at its heart.
His first collection for Mithridate will see an expansion of product categories that were previously underrepresented, such as footwear and denim.
To be unveiled during the upcoming London Fashion Week, the collection will also showcase a clear and cohesive aesthetic — influenced by ’90s rom-coms, British heritage, Savile Row tailoring and traditional craftsmanship, things that have popped up here and there in Fletcher’s previous collections.
Elements unique to Fletcher’s new journey would be the infusion of Chinese artisanal techniques.
The designer has been spending a lot of time in Guangzhou, getting to know the team while working on the new collection.
“Guangzhou has been incredibly inspiring. It’s my third trip now, and the progress we’ve made as a team has been remarkable. We’ve set up a Mithridate design studio in London, and my team there has been traveling with me to work closely with the in-house team in Guangzhou. Outside of the studio, I’ve been enjoying exploring the local culture, especially hot pot and karaoke nights,” Fletcher added.
Alexa Chung has been named a brand ambassador for the Guangzhou-based fashion label Mithridate.
Courtesy of Mithridate
The designer said previous projects have prepared him to take on a role that has a big business implication.
He was tapped as creative director of Royal Ascot for the 2024 season. Between 2020 and 2023, Fletcher served as the menswear artistic director of Fiorucci. He has also worked with Huntsman for a bespoke capsule and worked at JW Anderson as head of menswear.
“This role at Mithridate is unique in its scale and ambition. It’s a much bigger operation than I’ve undertaken before, but it’s one that excites me,” Fletcher said.
With a page turning together with Fletcher, Jiang said she hopes Mithridate eventually can become an ecosystem where consumers and the brand learn and grow together.
“Through products, stores and cross-border cooperation, we hope to create a unique experience that goes beyond fashion.
“Through the fusion of art and fashion and the integration of global resources, we hope to use design as a medium to inspire people to think about culture, emotion and individuality in a new way, and leave our mark on a global scale,” she added.
