"It was a very conscious decision. Our DNA is Chinese. But we are talking to global citizens with a modern interpretation of China."
Having lived in Hong Kong for 21 years, he says he wants to make Shanghai Tang a Chinese luxury brand that the Chinese are proud of.
"Shanghai Tang belongs to China. There are a lot of cliches about China in the Western world. People don't understand China. But we are ambassadors of a positive, dynamic China and we want to show it to the world."
The brand is not the only one to capitalize on its Chinese origins. Emerging Chinese designers like Guo Pei are also making their presence felt in the global fashion world.
But Le Masne de Chermont says he does not see other Chinese luxury brands as competition. Instead, he considers them as allies who can help him open doors to the rest of the world.
Shanghai Tang, which celebrated its 20th anniversary last year with collections done in collaboration with Chinese designers Wang Peiyi and Masha Ma, now has about 50 stores worldwide, most of which are in Asia.
As for the West, it has one store in London and another in Miami. It is now looking for a location in Paris.
Talking about its future prospects, Le Masne de Chermont says despite the luxury industry slowing down, Shanghai Tang has managed to buck the trend as Chinese customers keep buying.
Dresses are the best-selling items for the brand worldwide, especially those with signature elements like embroidery and jade buttons.
Shanghai Tang now has 25 boutiques in China. It plans to open four more in Beijing and some second-tier cities in the near future.
