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But few Chinese customers - if they are not sophisticated fashion industry insiders - are able to tell the difference between the two labels. When they shop in the lavishly decorated, 18th-century French aristocrat style-inspired store, they will likely go the made-in-China pieces that cost less - although still quite expensive. "If we only brought the first line into the market, I'm not sure if it's necessary to open more than one shop or two," Hivelin says. A Balmain flagship store carrying both labels will be launched in Beijing in October. A store for the less-expensive Pierre Balmain line is under construction in the Grand Gateway department store in Xujiahui. The joint venture plans 10 more shops in China next year, in first- and second-tier cities. Besides the deal with Badgley Mischka, Shanghai-based Eve NY also designs, manufacturers and markets high-end clothing and accessories for women under its own Eve NY brand in China. Established in 2001, the company operates more than 200 retail stores in 21 provinces. "Our strong positioning in China will allow us to bring the prestigious brand to more Chinese consumers," says Shen Hong, CEO of Eve NY, adding the company plans to open as many as 170 free-standing stores and shop-in-shop stores for Badgley Mischka in five years. NEW York Fashion Week brought its cutting-edge style uptown on Thursday, opening its spring-collection previews in a new location at Lincoln Center. Gone are the tents at Bryant Park where hundreds of designers had launched runways since 1993.