By  on May 5, 2008

BEIJING — Despite a reputation for conformity, Chinese fashion consumers are looking to declare their individuality, Jimmy Choo founder Tamara Mellon noted during her visit to Beijing late last month to open the brand's first boutique in the city.

"The Chinese are so fashion-forward, really on-trend, and a lot more than I expected — they all looked great," Mellon said.

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