In a continued effort to woo the Chinese, two of Europe’s most esteemed labels recently held events in Beijing that not only raised the roof, but offered a glimpse of where the future of fashion is going.
On May 18, Hugo Boss swooped into Beijing’s National Agricultural Exhibition Center to showcase pieces from the Boss Black Fall/Winter 2012 collection for men and women. The Exhibition Center was set up with a 1, 170 foot runway. Stark LED beams formed right angles above the models’ heads, which perfectly set off the items in the collection – “Modern Luxury” being its theme.
Over 1,500 guests, many of them high-profile, were in attendance. Hugo Boss announced during the show that Chow Yun-Fat, the famed actor, would be the first model for Asia’s Boss Selection advertising campaign.
“The Beijing fashion show undoubtedly ranks among the year’s top highlights for Hugo Boss and represents a milestone in the company’s success in the Chinese and Asian markets,” said Senior Vice President Communication Philipp Wolff. This event also had the distinction of being the first fashion show with a live 3D stream.
Less than two weeks later, Giorgio Armani descended upon Beijing’s art district for a gala, bringing with him some 1,000 guests for his “One Night Only in Beijing” fashion show.
Displaying looks for men and women from three different collections, Armani sent 100 designs strutting down a circular catwalk, which enclosed a water tank. A cylindrical video monitor above projected scenes from nighttime Shanghai as well as graphic art. The concept was hand-drawn by Armani himself.
The amazing avant garde scenery helped to set off an impressive collection of clothing, particularly the 15 new looks from the Privé couture collection, unveiled at the end of the show especially for China. “At the center was a magnificent black lacquered gown with a gold dragon draping across the body and black feather accents at the shoulder. The centerpiece style in black and gold was surrounded by others in an array of gowns in pale greens, creating stunning contrast and effect for the show’s final moments,” reports Women’s Wear Daily.
The Armani show drew international celebrities, including Tina Turner, Mary J. Blige, Fan Bingbing, and Michelle Yeoh. “What I love about Giorgio’s designs is not only the creativity but also the versatility,” Turner said. After seeing “One Night Only in Beijing,” she will probably add “innovation” to her list of what she loves about Armani.
photo credit: hugo boss, armani