IFA Paris has become the leading fashion school in China and is unique in offering English-language courses taught largely by French professional fashion instructors, providing international students with the chance to gain insight into the world's fastest-growing fashion and luxury market from its Shanghai campus.

In partnership with the Shanghai University of Engineering Sciences, IFA Paris established its school in Shanghai in 2002, the first-ever Sino-French joint venture in fashion education approved by the Chinese government.

"Our vision was simple: Take French savoir-faire in fashion design abroad, bring in hundreds of Chinese students who dream of a career in fashion, and add a touch of Parisian creativity," says IFA chief executive Patrick Kouzmine-Karavaieff.

"Today, 12 years on, we welcome students from all over the world to our campuses in Paris and Shanghai and prepare them to work in the fashion and luxury industries."

He adds: "Nowadays you can have a career in fashion anywhere. However nothing matches learning and evolving in a city where trends are born. Paris is one of them but also New York and increasingly Shanghai, which has recently been distinguished as one of Asia's most influential cities."

Shanghai is indeed China's fashion capital and according to research by Global Language Monitor, a United States-based data research firm that catalogs trends in word usage, it is the most fashionable city in Asia, ahead of Tokyo and Hong Kong and ranks 10th overall worldwide. According to a China Daily report published in February, on average, Chinese luxury consumers spent $1,000 on their last luxury purchase, double the $500 of luxury spenders in New York City.

As China's luxury market evolves, Kouzmine-Karavaieff says he sees increasing connoisseurship among consumers.

For luxury brands, that entails developing expertise and deeper local insight, particularly when it comes to consumer behavior, product development, social networks and e-commerce, he says, adding that those topics are extensively covered as part of IFA's international Masters.

"We provide our graduates with the knowledge and tools needed to manage the brands they will be in charge of in mature markets as well as in so-called emerging markets."

IFA's graduates go on to successful fashion careers, with some finding opportunities in the world's most eminent fashion houses, Kouzmine-Karavaieff says.

IFA alumna Sabine Ducasse who graduated in Bachelor Fashion Design is now at Alexander McQueen, and alumna Tina Tang is in charge of China marketing at Abercrombie & Fitch.

At the same time, IFA Paris encourages entrepreneurship among its students.

"At IFA Paris we like to nurture entrepreneurs and I personally follow those of our graduates who decide to follow their own dreams, in Paris and in Shanghai," says Kouzmine-Karavaieff. He adds: "RiaKeburia is one of them, a young fashion designer who has been getting some serious attention with her work.

matthew.fulco@chinadaily.com.cn

(China Daily 03/26/2014 page18)