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Editor’s note:
The journey to establishing oneself as a successful female entrepreneur – whether in the realm of restaurants, fashion, galleries, or retail – can be challenging. In this series, “She Power,” we converse with inspiring women from various countries and diverse backgrounds about their journeys and experiences in launching businesses in Shanghai. One common thread among these remarkable women is their desire to create a brand that contributes positively, provides purpose and fulfillment, and brings about a genuine sense of happiness.
Courtesy of Irina Verchagina
Hailing from Siberia, Irina Verchagina has resided in Shanghai for 16 years. Her lifestyle brand, Too Hao, draws inspiration from traditional Chinese art.
Irina Verchagina established Too Hao, a lifestyle brand that provides distinct accessories and loungewear crafted from silk fabrics showcasing China-inspired motifs, each infused with a vibrant and playful essence.
Her passion for Chinese culture, especially its deep visual heritage, ignited her imagination. Drawing from ancient Chinese artistry, Irina developed a range of designs that merge timeless beauty with playful, contemporary elements, often featuring strong, elegant female figures.
Under her brand, Too Hao, she presents a novel interpretation of traditional Chinese designs.
Before discussing Too Hao, could you please share a bit about yourself?
I am the founder of Too Hao, a label that offers exquisite accessories and loungewear crafted from silk materials adorned with China-inspired patterns – each piece featuring a whimsical and slightly playful touch.
Having grown up in Siberia, Russia, my interest in Chinese culture blossomed while I was at university. After learning Mandarin, I made the decision to relocate to China shortly after graduation. Initially, I thought my stay would last just a couple of years for the purpose of enhancing my resume and language proficiency. Fast forward 16 years, and Shanghai has become my home. The journey has significantly influenced my personal and professional life.
Throughout my tenure in international trade, I continued to embrace my creative impulses. I took online courses in graphic design and delved into oil painting, with the aim of eventually conveying my creative vision. My intrigue with Chinese culture – particularly its rich visual legacy – fueled my artistic endeavors.
Motivated by classical Chinese art, I developed a series of patterns that harmonize timeless elegance with a whimsical, modern flavor, frequently highlighting powerful, graceful female characters. I launched my own business and introduced the Too Hao brand to provide silk scarves, ties, kimono robes, and more – every piece illustrating my unique prints while offering a fresh interpretation of traditional Chinese aesthetics.
Courtesy of Irina Verchagina
The “Bamboo Dancers” kimono-style robe from Too Hao combines comfort with style.
What inspired you to create your own brand?
After residing in Shanghai for several years, I developed a deeper connection to China and its culture. While I appreciated my role in international trade, I recognized a desire to tap into my creative side and craft something uniquely mine. My appreciation for Chinese artistry and design prompted the inception of Too Hao, where I could merge my business acumen with my creative passions.
The spark ignited when I found myself on a quest for the perfect farewell gift for a friend departing China. I sought something distinctive, echoing China’s essence, and playful. After facing challenges in sourcing anything suitable, I was inspired to design a custom silk scarf with my own print, tailored just for her. The outcome exceeded expectations, motivating me to continue creating new designs and expanding my product lineup.
Courtesy of Irina Verchagina
The Too Hao fan features “The Dragon Tamer” design, celebrating femininity, strength, and a fiercely spirited dragon.
Courtesy of Irina Verchagina
Irina adorned in a silk “Bamboo Dancers” scarf.
What do you find exciting about the business landscape in Shanghai?
Shanghai is a metropolis that fosters innovation, providing abundant opportunities for small enterprises to flourish rapidly. The city boasts immense diversity, presenting a continuous blend of ideas, cultures, and trends that keeps the environment invigorating and motivating. For anyone aspiring to establish a brand or business, Shanghai is ripe with possibilities to connect, learn, and evolve.
What did you aspire to contribute to the local community?
I aimed to introduce a refreshing viewpoint on traditional Chinese visual artistry, making it more enjoyable and even a tad daring. My intention was to craft the ideal gift – a combination of the luxury of premium silk along with vibrant, playful designs, featuring stunning and resilient female characters that embody a soft yet potent essence of femininity. It’s also about honoring the elegance of Chinese artistry in contemporary ways, while offering something unique and enjoyable for people to appreciate genuinely.
Courtesy of Irina Verchagina
Irina’s works reflect her vision: a whimsical fusion of Chinese artistry.
art and contemporary femininity.
