Alter Showroom



Founder/CEO of ALTER Concept Store/ALTER CUBE CAFE/ALTER SHOWROOM, Curator of White Milano China Calling, currently one of the top multi-brand concept store fashion buyers in China, she is also the creative director of fashion label Rolling Acid. With a master degree in luxury brand management from Polimoda Firenze in Italy, she once worked for 2 world top luxury fashion houses, in total of nearly 10 years of fashion buyer experience. Her rich experiences in PR, marketing, retail operation, visual merchandise, supply chain and customer services has led her ALTER concept store an instant success, launched in 2010, Long’s direction at ALTER has pioneered the “Shanghai Look” for a new generation of young Chinese woman and earned her The Best New Store at WGSN Global Fashion Awards 2012.

ALTER boasts a keenly curated array of up and coming designers, many of them new to China. Long’s edgy taste in new designers makes ALTER a pioneer in upcoming talented designers. Many new designers she had brought to China years ago are now working for LVMH group. For example: Designer of MSGM Massimo Giorgetti, JW. Anderson, Jonathan Sounders are now working for PUCCI, LOEWE and DIOR respectively. In 2014, ALTER was nominated as one of the top 6 world superstores by FARFETCH, as the only store representing China.
In 2014, ALTER was elected as one of the top 6 world super stores by FARFETCH, being the only entry representing China. The same year, ALTER was featured in the famous Louis Vuitton City Guide – Shanghai Edition as one of the best shopping locations in Shanghai’s fashion landmark.

Her worldwide traveling experience and her love for contemporary art, music and architecture inspired her very much on her fashion taste. She has been interviewed by the most influential fashion media like VOGUE, ELLE, NUMERO, MODERN WEEKLY, also you can see her sharing her fashion point of view with millions of Chinese audience very often on Channel Young and Hunan TV, also as the city contributor of Shanghai from,she shares her fashion lifestyle to the readers internationally as a city contributor writer.

Since 2014, ALTER has launched its own showroom with an international outlook and services include sales representation, brand management, retail positioning, visual merchandising, staff training and social media PR and marketing activities for the Asia region. International designer brands represented by ALTER SHOWROOM will also be displayed during future Asia Fashion Pop-up Showroom projects which will be organized in a number of well-known fashion cities in Asia.

From 2015, Sonja Xiao LONG is getting invitations by some of the best training agencies in China for fashion buyers. She starts to share her buyer experiences by giving lessons, and making her know-how as a fashion buyer in a textbook, her fashion buyer class together with her showroom project is inspiring hundreds of new fashion buyers in China every year.

At the beginning year of 2016, invited by WHITE MILANO, Sonja Xiao LONG is the curator of China Calling, a special project showcase the up-coming talented Chinese designers during Milan Fashion Week, taking 7 Chinese designers show case their collections in a special designed space. Also, Sonja helped Korean designer brand YOHANIX hold its AW2016 collection during Milan Fashion Week, making a big buzz for the brand with fashion buyers and media coming from all over the world.