Tiffany Trump effect pays off for Shanghai designer

At least one Trump is good for business: American fashion may be keen to distance itself from the US first family, but Shanghai-based label Taoray Wang is proudly standing by the president's youngest daughter.

Tiffany Trump, 23, now enrolled in law school at Georgetown University down the road from daddy's office at the White House, sat front row Saturday at the label's second consecutive Fashion Week runway show.

Looking resplendent in a Taoray Wang black strapless frock and white sash, the other first daughter -- who takes a back seat to half sister and White House advisor Ivanka -- smiled sweetly for the cameras.

Tiffany Trump is the label's most famous US customer, as it seeks to make increasing inroads into the US market. She wore a Taoray Wang outfit to her father's inauguration in January.

Designer Wang Tao joked about wishing her New York store had opened last season, so positive was the impact of Trump's front row attendance at her fall/winter collection last February.

"I think that really attracted lots of attention for the brand," Wang told AFP. "In a very good way."

"I like the woman who's independent, confident and not afraid to speak for themself," said Wang, who designs for the powerful, professional and modern woman -- leaders in government, business, finance and law.

"Tiffany is one of my customers too."

On the third day of Fashion Week, she fused East and West, sending down the runway a spring/summer 2018 collection that stayed true to her DNA of sharp, wearable suiting, but given a Baroque flare.

Inspired by a concert of music by 17th century composers Handel and Purcell at the Shanghai Symphony Hall, performed by a "very fashionable" group of young Chinese musicians, Wang added Baroque flourishes to her trademark modern, minimalist, clean lines.

She added stiff silk ruffle-style belts -- think Baroque ruffle at the neck reimagined as a belt -- and ruffle-style pleats on the shoulder.

"Normally I wouldn't really be brave enough to try all this decoration but I'm quite happy with it," she said.

And that SoHo store? Delayed, but earmarked to open by June 2018.