China’s Meilleur Moment Defies Tariff Threats, Opens Flagship in New York

LONDON — Despite the looming Sino-American trade war, Meilleur Moment, a minimalist fashion label from China, this week opened a brick-and-mortar flagship on 257 Elizabeth Street in New York’s SoHo.

With more than 600 stores across China and international outposts in France and Singapore, Meilleur Moment forms part of Eifini Group, a Hangzhou-based apparel giant founded by Jenny Qian in 2001.

The group also operates brands including Eifini, Serifini, Pure: Moment, and Jac, boasting more than 4,000 points of sale across China in total.

The SoHo location, featuring warm wood flooring, floral installations, sculptural furniture and a gallery-like layout, marks Meilleur Moment’s official foray into the U.S. market.

With a focus on sustainable craftsmanship and understated elegance, the brand offers wardrobe essentials in premium cotton, silk, linen, alpaca, yak, camel hair and cashmere, with prices ranging from $100 to $600 for the core collection, and $600 to $1,499 for cashmere styles.

While the opening comes at an uneasy time with a 145 percent tariff slapped on goods imported from China, where the Meilleur Moment supply chain is based, a representative from Meilleur Moment said the brand will continue to “bring exceptional quality materials and thoughtfully crafted products to our customers at an accessible price point.”