By  on May 27, 2014

SHANGHAI — Chinese fashion company Trendy International Group has launched a new brand aimed at women ages 30 to 45, counterbalancing its portfolio of labels targeting mostly younger consumers.

The new brand, called Coven Garden, made its debut Monday night with a runway show of its fall collection. The lineup featured ladylike pencil skirts, cropped pants in French country patterns and embellished tops like flowing blouses with rhinestone or pearl detailing.

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