Shanghai has had quite a fashion-filled few weeks—four large-scale events have been filling up the calendar just the first couple weeks of June.
Fendi combined their FW19 men’s and women’s collections for show last week, Chloé showcased Cruise 2020 with their first ever pre-collection fashion show the following week, and just a day later, Burberry hosted a large-scale party the same night Prada debuted their Spring/Summer 2020 Men’s collection (Prada opted out of this season’s men’s Milan Fashion Week to show in Shanghai instead).
Why the obsession with the Far East? The growing power of the Chinese consumer, and it’s clear that luxury labels are looking for ways to engage with the market with exclusive experiences.
Out of Chloé’s 400+ guests, the breakdown included just a handful of international and regional press and influencers, while the majority of the guest list included Chinese media, VIPs and friends of the house. Chinese celebrities including actresses Shu Qi, Qi Xi, and supermodel He Sui were all spotted front row.
Chloé’s Cruise 2020 show was set against the backdrop of the West Bund, on the roof of the Long Museum, overlooking the Shanghai skyline and the iconic Huangpu River. Creative director, Natacha Ramsay-Levi had selected the city and the location following an inspiration and research trip she took earlier in January.