Shanghai Fashion Week (SFW) opened last Friday with the international fashion brand Vera Wang making its Asia debut. Aware of her all important Chinese clientele who considers red to be good luck, Vera Wang showcased red dresses in her 2013 Spring/Summer bridal and ready-to-wear collections.
It was a much-anticipated show, although the famed Chinese-American bridal designer herself was not there.
The show is timely as the brand plans to open a store in Shanghai shortly. According to Mario Grauso, president of Vera Wang, the company will open a store at 245 Madang Road in late December, or early January.
The spacious two-level, 4,752 square feet Shanghai store will have three bridal lounges and a VIP suite with a separate entrance from the parking garage. “The store will be designed with a glass facade with blackened steel accents, polished concrete floors, dark walls, and timber veneer walls,” reports WWD.
Grauso is optimistic about China. “The Asian bride is looking for real fancy and important dresses from us,” said Grauso. According to Grauso, some brides in Shangahi wear three different gowns during their wedding — the classic white dress, the red wedding gown, and an evening gown. “Culturally, it’s a tradition to wear a red dress. It’s good luck,” said Grauso. Unlike Japan where it does rentals, there are no plans to do rentals in China.
Vera Wang has been expanding in Asia. After opening a store in Japan this past summer, the company opened a 1,200-square-foot store in Hong Kong earlier this month. A Beijing store is planned for 2014.
Swedish brand Cheap Monday was another brand that had its first China fashion show at SFW. One of six Swedish brands that presented at SFW, Cheap Monday, which is famous for its denim fit, showed its denim and androgyny filled S/S 2013 collection.
Cheap Monday’s COO Håkan Ström, jeans designer Calle, and Creative Director Ann-Sofie Back expect China to become more significant for the brand.
“We don’t rush, we think long-term. We believe that our brand has big potential in the Chinese market, so we’re really excited to be here. When we started our first Cheap Monday store we said our mission was to have shops all around the world. So far we haven’t really delivered on that but we want to speed up that process, and China is definitely part of that”.
SFW featured nearly 40 shows by designers from around the world, but the focus was mainly Chinese designers. Jenny Ji’s La Vie closed Shanghai Fashion Week on Wednesday.
photo credit: vera wang, cheap monday