BEQUEENSTORY
Italian new modern romanticism fashion
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BEQUEENSTORY was founded in Florence, Italy, and is an accessible luxury womenswear brand defining the New Modern Romanticism style. Its Asia-Pacific operations hub is based in Shanghai. Founded by Eason Tong and Jessica Yu, the brand targets refined, rising modern women aged 25 to 35. At its core, the brand advocates for female self-growth and mutual empowerment, driven by the slogan "Be queen, create your own story."
The brand partners directly with centuries-old European fabric mills shared by Chanel and Dior, incorporating heavy-craft techniques like intricate beadwork and crystal embellishments. It features four main collections tailored for diverse lifestyle scenes—from daily commutes and dates to evening galas: Elegant Daily, Romantic Holiday, Socialite Glam, and Millennial Heiress. Additionally, BEQUEENSTORY offers an exclusive Haute Couture line.
BEQUEENSTORY operates across multiple online platforms and maintains a physical retail footprint in premium shopping districts throughout China. Endorsed by numerous celebrities and top influencers, as well as featured in international fashion publications, the brand is dedicated to establishing itself as a world-class accessible luxury womenswear powerhouse.
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