Models present Giada's 2017 fall/winter collection at Milan Fashion Week late last month. The collection continues the label's minimalist vibe, combining sophisticated draping with upscale materials. [Photo provided to China Daily]

It is not rare for these women to buy the whole collection as long as they find garments that speak to their lifestyle.

"You can wear it (the garment) for both formal and casual occasions. It is very flexible and can be worn whether you are in your 30s, 40s or 50s," says Liu Wei, a VIP client and owner of a firefighting equipment company in Qingdao.

Chen Min, who runs a business in Nanjing, says she started buying Giada five years ago for its emphasis on design, quality and detail. Now Giada comprises the majority of her wardrobe.

For the fashion show, she pairs a long white coat with a white silk dress, both from Giada, finishing the look with a printed Hermes scarf.

"I get a lot of compliments when I wear Giada. It is elegant and luxurious, but understated. And it is unique," she says.

Contact the writer at sunyuanqing@chinadaily.com.cn