Looking to make a splash with China’s young fashionistas, Miu Miu, part of the Prada Group, hosted a soirée in Shanghai on Thursday for more than 800 guests that included a dinner and runway show featuring the 2011/12 Autumn Winter Miu Miu collection.
Held at the Park Hyatt Hotel, which was completely redone for the evening by Hollywood set designer Carl Sprague, guests were entertained with live music including performances by British singer Florrie and a mix of cabaret, magic and jazz shows.
The youthful celebrity guest list – carefully selected – included the actress Cecilia Cheung, the Hong Kong singer and actress Sammi Cheng, the fashion icon Hilary Tsui, and the Olympic diver Guo Jing Jing.
Miu Miu is Prada’s secret weapon to win over China’s young luxury shoppers with its edgier image.
According to Prada’s recent IPO filings, Miu Miu is propelling Prada’s growth in China and accounts for 35% of net sales across Asia.
Founded in 1993 by Prada designer Miuccia Prada, Miu Miu’s frill and funk are adored by young luxury buyers. Recognizing opportunity, Prada plans to open Miu Miu stores at a faster rate in Asia than stores for its other brands, including Prada, Car Shoe, and Church’s. Prada will double the number of stores to 55 in Asia by 2014, up from around 27 now. There are currently four stores in the Mainland, seven in Hong Kong, and two in Taiwan.
Unlike some of its peers, Prada is not planning to adapt much to local habits or taste. Miu Miu’s fall coats and dresses are heavy on European design and color.
“Chinese consumers know and research brands and they want designs that are unique,” said Sebastian Suhl, Prada’s Chief Operating Officer.
photo credit: miu miu